Digitally-native Gen Z shoppers have a new currency: trust.

Unlike their older counterparts, Gen Z consumers are significantly more likely to stay loyal, spend more, recommend and join the loyalty programs among online businesses they trust most, according to “The Age of Online Trust,” a new survey from virtual waiting room provider Queue-it.

Trust also trumps cost for a majority of Gen Z shoppers. Specifically, 90% reported they would buy a product from a trustworthy business even if it costs 10% more (88% of their older counterparts agree).

"Trust has been important to every generation, but Gen Z has made it clear trust isn't optional," said Jesper Essendrop, CEO of Queue-it.

A majority of these younger shoppers (68%) not only expect more from retailers than they did last year, they

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