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). A majority of these younger shoppers (68%) not only expect more from retailers than they did last year, they place more value on trust in online businesses. For example, 70% are likely to spend more at trustworthy retailers compared to 60% of millennials and Gen X. Meanwhile, 69% are likely to be more loyal vs. 63% of their older counterparts. More than three-quarters (76%) of these digitally-native shoppers are more likely to recommend trustworthy retailers, and 68% are more likely to join their loyalty program, the report said. To gain Gen Z’s trust, retailers need to emphasize reliability and transparency. For example, 88% of Gen Z shoppers prefer an online queue to an error page or crashed website. This drops to 84% among millennials and Gen X. Almost three-quarters of Gen Z shoppers (73%) are more likely to trust businesses that block bots and 65% are more likely to trust businesses that ensure fair access during limited-inventory sales or registrations. This is important to 54% of older counterparts.