A new survey from GoDaddy paints a lopsided picture of online security in 2025. Young consumers are quick to point fingers—but slow to lock their own digital doors. The results show Gen Z and Millennials are demanding airtight security from businesses, even as they admit to bad habits like reusing passwords or ignoring breach notifications.
And when a business fails them? They’re gone.
This disconnect isn’t just ironic—it’s a real challenge for small businesses trying to build trust in an increasingly skeptical market.
Younger Consumers Don’t Practice What They Preach
Let’s start with the contradiction.
According to GoDaddy’s Consumer Pulse survey, 42% of Gen Z and 40% of Millennials admit they wouldn’t bother changing their passwords or credit card info—even after being told their data was involved in a breach. Gen X and Boomers? A very different story. 72% say they would take immediate action.
So younger users aren’t exactly models of caution.
Yet the survey also found that 53% of Gen Z and 42% of Millennials have cut ties with a business after a security incident. That’s more than older generations, who seem more forgiving despite being more proactive with their own data.
When both a large company and a small business are breached? One in three younger shoppers will abandon both. It’s a zero-tolerance policy—just not one they apply to themselves.
Looks Matter—Especially Online
Security isn’t the only factor. Design and user experience send loud signals.
The survey shows 68% of all respondents expect small businesses to offer security on par with big corporations. No exceptions for budget or size.
And even cosmetic flaws are dealbreakers. A slow-loading site, broken links, poor mobile layout, or spelling errors—all top red flags. But for Gen Z and Millennials, a few extra triggers stand out:
What Turns Off Younger Shoppers
- 30% say sites that aren’t mobile-friendly make them nervous (vs. 24% of older users)
- 31% don’t trust websites that display ads (vs. 18% of older users)
- 21% question the credibility of businesses using a Gmail or Yahoo email (vs. 15%)
That last one is particularly important. If a business can’t spring for a domain-matching email address, younger shoppers start questioning everything else too.
Security Hygiene? Still a Mess
Despite years of warnings and a string of high-profile breaches, password laziness is alive and well.
Only 39% of consumers say they use unique passwords for each account. Most recycle the same ones across multiple services. That number is slightly worse for Gen Z and Millennials than for Gen X and Boomers.
Even worse, 69% of consumers don’t check for the padlock icon before buying something online.
Nearly 40% of respondents say they’ve been victims of identity theft. Yet these habits persist.
Feeling Burned Out—and Giving Up
Security fatigue is starting to show. While 65% of people say they’re more worried about online security than five years ago, a growing number of younger users say the opposite.
About 1 in 5 Gen Zers—and 16% of Millennials—say they care less about security now than they did in 2020. Compare that with just 7% of older consumers.
Meanwhile, 67% of people believe their personal data is already floating around on the dark web. That belief, whether accurate or not, contributes to apathy. If the damage is already done, what’s the point?
What Small Businesses Can Do—Right Now
There’s good news. Consumers don’t expect perfection. But they do expect honesty and effort.
GoDaddy’s survey shows that transparency still matters:
- 43% of consumers value a business that is upfront about a breach
- 53% will stay loyal if the business acts fast and offers support like credit monitoring
- 23% would stick around if loyalty points were at stake
This doesn’t require deep pockets. Small businesses can build trust with a few simple changes:
Easy Wins for Better Perception
- Fix broken links and speed up page load times
- Make sure your site works on both Apple and Android phones
- Switch to a domain-based email address (ditch the @gmail)
For companies that want help, GoDaddy sells security tools like website firewalls, SSL certificates, and monitoring services. But the tech is only part of the equation. Customers want to see you taking security seriously—and doing it consistently.
Security Isn’t Optional—It’s Expected
Younger shoppers aren’t playing around. They’ll forgive their own sloppy habits but won’t give your business a second chance. Small businesses have to think bigger when it comes to trust signals. It’s not just about firewalls or SSL—although those matter—it’s about looking legitimate from the first click to the checkout page.
In short, your online presence needs to feel safe. And that’s something even the most cost-conscious business can pull off with a few smart choices.