Trust and credibility in unexpected demographics

From “Screenagers” to “Silver Surfers”: Here Is How Each Generation Engages with Digital Health! Picture this: You wake up with a concerning symptom. Do you open an app, schedule a virtual visit, or call your doctor? The answer often depends on when you were born. A new study from Rock Health uncovers how different generations interact with digital health, and the findings are crucial for healthcare leaders, innovators, and marketers. Key Findings: How Each Generation Clicks with Care 🔹 Gen Z & Millennials (18–34 years old) → The “Screenagers” These digital natives rely on telehealth, wellness apps, and wearables to manage their health. They’re comfortable with AI-driven tools and online communities, preferring instant access and self-service healthcare over traditional models. ➡️ Implication: To engage this group, health tech solutions must be mobile-first, seamless, and integrated into their daily digital habits. 🔹 Gen X (35–54 years old) → The Hybrid Users This generation straddles both worlds—familiar with digital health but still values in-person consultations for major decisions. They are active users of telemedicine, digital records, and prescription delivery services. ➡️ Implication: Blended experiences that combine digital convenience with human connection will resonate most with Gen X. 🔹 Boomers & Seniors (55+ years old) → The “Silver Surfers” Surprisingly engaged with digital health, but their approach is different: they prioritize security, credibility, and ease of use. They’re increasingly using patient portals, remote monitoring, and virtual visits—but only when they trust the technology. ➡️ Implication: Solutions for this group need to emphasize simplicity, privacy, and personalized support to drive adoption. Why This Matters for the Future of Healthcare 1️⃣ One-size-fits-all digital health won’t work. Personalized engagement strategies are essential. 2️⃣ Trust is a universal factor—but how it’s earned varies by generation. Seniors value credibility, while younger users prioritize convenience and user experience. 3️⃣ Healthcare innovation needs to meet people where they are—on TikTok, patient portals, or telehealth platforms. Read the full research by Rock Health‘s Madelyn Knowles, Adriana Krasniansky, Sari Kaganoff, Jacqueline Kimmell, and Michelle Moore here: https://lnkd.in/ecJZNruY How can we design digital health solutions that serve every generation effectively? Drop your thoughts in the comments! ⬇️ #DigitalHealth #HealthTech #HealthcareInnovation #GenerationalTrends #PatientEngagement #Telehealth

"Gen Z is no longer buying into the dream. They're investing in what feels real." The recent ET x Snapchat Gen Z Index (Q1) offers more than just compelling statistics —it captures a profound cultural and behavioural shift that marketers, brand strategists, and communication leaders can no longer afford to overlook. We are witnessing a redefinition of influence. Today, only 32% of Gen Z trust celebrity endorsements, while a striking 80% place their trust in influencers who communicate from personal experiences and stories. Fame, reach, and polish used to be the gold standard in marketing — now, it’s all about being real. Authenticity is the only way for this generation. 📌 85% prefer to engage with brands that hold personal meaning. 📌 84% actively seek value — not just in price, but in purpose. This isn’t just a small change in taste — it’s a shift in priorities. Gen Z is choosing creators and brands that mirror their real lives — raw, evolving, and imperfect. For marketers, this data signals a critical pivot. Brands that want to matter to GenZ need to ditch the script. Overly polished, aspirational stories just don’t inspire them anymore. Instead, here’s what wins today: • Stories rooted in real experiences • Voices that reflect quiet confidence and credibility • Narratives that invite trust, not just attention The way I see it, this is not the decline of influence. It is its evolution — from image to integrity. The key question is no longer, “Who’s the biggest voice in the room?” It’s “Who do I believe?” As professionals in this space, we need to adapt — not by reacting to trends, but by getting back to what’s real. At its core, influence is built on trust. Gen Z is just bringing us back to that truth. #GenZ #StrategicCommunications #ModernMarketing #AuthenticityInBranding #InfluencerMarketing #ETSnapchatIndex #ConsumerBehaviour #BrandStrategy #MarketingWithPurpose #TrustIsCurrency

An unexpected crisis can either break you or make you. Here's what we did. Recently, a mid-sized tech firm faced a storm. A data breach compromised customer data. The media pounced, labeling them reckless. But instead of retreating, we helped the CEO face the music. In a daring press conference, he owned the failure openly, without a polished script. He spoke raw truth. What happened next shocked everyone. → He didn’t just acknowledge the setback. → He detailed the steps to regain trust. This wasn’t a vague promise. He committed to transparency - sharing weekly updates about every move the company made. Slowly, customers began to trust again. The CEO didn’t stop there. They invested heavily in security, hired former critics to guide improvements, and established a customer feedback loop to shape product development. Employees were encouraged to voice challenges. Creating an open and trusting atmosphere. As time passed, the narrative shifted. The company morphed from a pariah to a resilient, trustworthy brand. Customers who once doubted became advocates. Impressed by the genuine leadership. That breach? It became a story of redemption. Here’s the key takeaway: Authenticity and transparency can transform a crisis into an opportunity. When you lead with unwavering values, you don’t just survive challenges. You thrive. Are you ready to adopt this power of leadership?