"Customer reviews ranked as the most trusted source of information (72%) when deciding whether to engage with a brand or organization, according to the Gen Z Brand Credibility Study 2026."
"Independent research and surveys (68%) and expert opinions (68%) were the joint second most influential factors for Gen Z when determining credibility."
"For brands, credibility today is built through independent validation. Our survey shows that younger audiences place greater trust in reviews, research and expert opinion than in promotional messaging."
"Despite the rapid growth of influencer marketing over the past decade, younger consumers may be increasingly skeptical of paid promotion online and instead gravitate toward sources they perceive as truly independent."
A national study reveals that 72% of Gen Z consumers find customer reviews to be the most credible influence when engaging with brands. Independent research and expert opinions are also highly valued, each at 68%. News articles are considered trustworthy by 58% of Gen Z. In contrast, brand-originating content, including advertising and influencer marketing, ranks lower in credibility. The findings indicate a growing skepticism among younger audiences towards paid promotions, favoring independent sources for brand evaluation.
Read at New York Post
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