COVID Is Still Happening for Young Adults
As the world moves on from the acute phase of the COVID-19 pandemic, many assume its impact has faded into history. However, for Gen Z and young millennials, the pandemic’s aftershocks continue to shape their reality. According to the 2025 Edelman Trust Barometer Special Report: The Unseen Impacts of COVID, nearly 70% of young adults (ages 18-34) say that COVID-19 guidelines were moderately or more disruptive of their lives. Unlike older generations who may view COVID-19 as a concluded chapter, Gen Z is still grappling with its legacy—one defined by economic instability, social disconnection, and eroded trust in institutions.
Eroding Trust in Business, Governments, and Science
The pandemic not only reshaped global economies but also shattered Gen Z’s confidence in key institutions. Across Brazil, India, the UK, and the U.S., a majority of young adults (aged 18-34) believe businesses used the pandemic as an excuse to raise prices, exacerbating their financial struggles and fueling resentment toward corporate power. Belief in government was similarly eroded in Brazil and the UK, and over 40% of young adults averaged across markets say they feel left behind and angry at the rich and powerful due to the pandemic.
However, a crucial distinction remains: while business is distrusted in Brazil, the UK and the U.S. in the event of another pandemic, young adults trust their own employers in almost every country surveyed. This presents a key opportunity for organizations to regain credibility by prioritizing transparency, fair wages, and career growth.
For science, while scientists themselves are among the most trusted voices on pandemic preparedness, faith in science as an institution has faltered. In the U.S., nearly two-thirds (62%) of respondents believe their fellow citizens are less likely to trust and abide by science post-COVID. This growing skepticism is particularly troubling as the world faces future public health challenges, from climate change to emerging diseases.
Adding to the polarization, nearly half of young adults (48%) now seek healthcare providers who align with their political beliefs. This shift underscores a deepening ideological divide, where even facts are filtered through personal and political lenses.
The Role of Social Media: The Great Amplifier
While institutional failures played a role in Gen Z’s disillusionment, social media has intensified these dynamics by shaping perceptions of economic and social stability. Online platforms have become Gen Z’s primary sources of information, yet they can sometimes present a distorted, hyper-curated view of reality.
One of the starkest examples of this phenomenon is the belief among U.S. Gen Zers that they need an annual income of nearly $600,000 to achieve financial stability – compared to an average of $270,000 across generations – according to a 2024 survey by Empower of 2,200 Americans. This staggering perception is fueled by social media’s emphasis on luxury lifestyles, wealth discourse, and viral content that amplifies economic anxiety.
What Businesses Can Do
Rebuilding trust with Gen Z requires businesses to go beyond transactions—whether as employers, brands, or institutions shaping society. Young people want security, authenticity, and community from the businesses they engage with. Companies that take action in these three areas will be well-positioned to restore credibility and connection with this generation.
- Security: Provide Security — Financial, Emotional, and Physical Gen Z and young millennials (aged 18-34) face deep insecurity across multiple fronts—from financial anxiety (61% report increased economic stress due to COVID-19) to emotional distress (over half report depression and loneliness). Businesses can build trust by championing long-term employment stability and workforce reskilling in the face of AI adoption, ensuring consistency in their purpose partnerships in a polarized, volatile world, and providing safe digital spaces to protect customers from online harassment.
- Authenticity: Commit to Transparency and Fight Misinformation Gen Z’s innate digital savvy means they have a forensic ability to get to the truth, so businesses should expect their actions to be discovered and broadcasted across social media. With near consensus across countries surveyed of distrust in business in the event of another pandemic, Gen Z will not give businesses the benefit of the doubt if they don’t proactively communicate their actions. Misinformation—particularly around business motives, economic realities, and science—has also fueled Gen Z’s distrust. For example, many believe companies exploited COVID-19 to raise prices. To counteract this skepticism, businesses should explain pricing decisions, partner with credible experts on scientific initiatives, and proactively support and communicate evidence-based policies for consumers and employees.
- Community: Build Community and Foster Connection Beyond financial worries, Gen Z and young millennials are experiencing a deep sense of isolation, with 58% reporting loneliness due to COVID-19. Businesses can create spaces of belonging by transforming brand experiences into communities — designing spaces (physical and digital) where Gen Z can connect over shared interests, values, and goals; participating and leading in cultural conversations — taking authentic stances on issues that matter and fostering dialogue; and engaging Gen Z as reputation builders — leveraging their voices through co-creation, advocacy programs, and peer-driven marketing.
COVID-19 may feel like a closed chapter for many, but for Gen Z, the fallout continues. The challenge now is not just acknowledging their struggles—but actively working to create a future where they feel secure, connected, and confident in the institutions that shape their lives. For Gen Z, trust is earned through action — companies that provide stability, truth, and community will be the ones they rely on, advocate for, and engage with long-term.
Amanda Edelman is Deputy General Manager, Edelman Chicago and COO, Edelman Gen Z Lab.
