The kids aren’t alright: A new report has reinforced concerns about U.S. teenagers’ growing distrust toward major technology companies. The report is based on a survey from Common Sense Media which found 64% of teens believe that Big Tech does not prioritize their mental health and well-being, while 62% express concerns about how these companies handle their personal data.

Algorithm antipathy: This decline in trust stems from a growing awareness of issues such as data privacy, online safety, and the psychological effects of social media. The report suggests that teens are becoming more skeptical of the motives behind technology platforms, particularly regarding how algorithms influence their behavior and emotions. Many respondents cited concerns about addictive design, excessive data collection, and the spread of misinformation. Additionally, the study found that a significant portion of teens feel powerless to change how technology affects their lives, as they rely on digital platforms for communication, education, and entertainment.

• "These findings highlight the urgent need for a multi-stakeholder approach to fostering trust and digital literacy," the report writers said. "This includes not just tech companies and policymakers, but also educators, parents, and youth themselves."

Rebuilding trust: The growing teen skepticism highlighted in the report presents a challenge for tech companies, which must work to rebuild trust by implementing stronger privacy protections, promoting digital well-being, and increasing transparency around their algorithms and business practices. As policymakers and advocacy groups push for stricter regulations, the findings underscore the need for ethical technology development that prioritizes users—especially young people—over profit.

What it means for advertisers: In advertising, trust is everything. And with the possible erosion of TikTok, the major social platform for Gen Z, brands have fewer (relatively) safe platforms to turn to to reach hungry consumers looking to spend.