The report, which surveyed 903 participants aged 18 to 29 across the United States and Canada, highlights a sharp divide in institutional confidence. While AI companies, influencers, and social media platforms occupy the bottom tier—with trust levels at 24%, 31%, and 33% respectively—healthcare institutions command the highest regard, holding a 79% trust rating. Even government and hospitality sectors outperformed digital gatekeepers, with trust levels reaching 64% and 65%.

This skepticism persists despite the ubiquity of these tools in daily life. Although 62% of Gen Z members identify social media as their primary news source, they maintain nearly double the trust—61%—for legacy news organizations like The New York Times or The Globe & Mail. Geographic data further suggests that Canadian Gen Zers are significantly more critical than their American counterparts, with AI trust levels in Canada dipping to just 14% compared to 33% in the U.S.

Paula Catoira, chief marketing officer at Rival Group, noted that this demographic does not grant trust by default. According to the research, brands cannot rely on sheer reach to gain credibility; instead, they must cultivate relationships through conversational, mobile-first engagement. The study, fielded between late July and early August 2026, underscores that for Gen Z, digital consumption does not equate to digital endorsement.