A new study has found that Gen Z consumers place greater trust in customer reviews than in influencers when engaging with brands, signalling a shift in marketing effectiveness.
According to the 2026 Gen Z Brand Credibility Study by Wair for We are Talker, 72% of respondents ranked customer reviews as the most trusted source when assessing brand credibility. Independent research and expert opinions followed at 68%, while influencer content lagged behind at 55%.
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The findings suggest growing scepticism towards paid promotions, with younger consumers increasingly favouring independent and authentic sources of information. Traditional brand messaging, including advertising and social media, was trusted by 57% of respondents, while PR campaigns ranked lowest.
The study also found that clear and useful information is the primary driver of engagement, cited by 37% of participants, followed by "seeing real people talk about" products at 35%.
Tim Haslam, CEO of We are Talker, stated that 'credibility today is built through independent validation', highlighting the importance of transparency and authenticity.
The research, based on a survey of 2,000 US Gen Z consumers, underscores a broader shift in consumer behaviour, with implications for brands seeking to build trust and drive engagement in a changing digital landscape.
Source: www.furnituretoday.com
