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      "text": "In fifth place and below the top four trust drivers for all generations is environmental responsibility which is regarded as similarly important by everyone. This supports the idea that environmental concerns have grown over time across all generational groups, rather than being the domain of the younger generations alone. Similarly, the idea that industry sectors should behave responsibly, rather than following the economist Milton Friedman’s adage that “the social responsibility of business is to make profit”, is a viewpoint shared by all generations (it is the third most important driver of overall trustworthiness) and is held more strongly by Baby Boomers than Gen Z. So much for the idea that the youth hold a monopoly on seeing strong ESG approaches as a priority. The implication from the data is clear - if everyone is using the same judgment criteria despite their age, then membership of a generation is no indication of behaviour or sentiment.",
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