Gen Z is the most skeptical—but the least concerned—about brands’ data privacy practices

For more insights and key statistics on the biggest trends in today's most disruptive industries, subscribe to our Chart of the Day newsletter.

Only 39% of Gen Z internet users in the US said they trust brands to keep their data safe, the lowest confidence rate of any generation. That said, Gen Z is the least concerned about the way companies use its personal information, with fewer US internet users in this age group voicing alarm than in older cohorts.