Customer reviews more credible than influencers for Gen Z

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Nearly three-quarters (72%) of Gen Z say customer reviews are the most credible influence when engaging with a brand, according to a new national study of 2,000 consumers conducted by Walr on behalf of We are Talker.

The findings show younger audiences now place greater emphasis on third-party validation such as independent research, expert opinion and peer reviews when evaluating brands than on influencer content.

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, conducted by Walr for We are Talker (https://wearetalker.com/gen-z-trust-reviews-and-independent-research-more-than-influencers-when-evaluating-brands).

Independent research and surveys (68%) and expert opinions (68%) were the joint second most influential factors for Gen Z when determining credibility.

News articles ranked fourth overall, with 58% saying journalistic coverage helps them assess whether a brand can be trusted.

By contrast, when Gen Z consumers were asked about brand-originating content, levels of trust were significantly lower.

Brand advertising (57%) and brand social media (57%) ranked below independent sources of information, while influencer content (55%) was only the seventh most influential factor.

PR stunts, campaigns and branded activations were considered even less credible by Gen Z audiences (46%).

The research forms part of ongoing analysis by Walr on behalf of We are Talker into how digital audiences evaluate credibility and trust online.

Tim Haslam, CEO of We are Talker, said: “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.”

The findings suggest that 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.

When asked what makes them take action and more likely to engage with a brand (follow, sign up, purchase), Gen Z cited clear and useful information as their biggest requirement (37%).

While earned credibility drives action, ‘seeing real people talk about it’ (35%) was the second most-voted factor to drive action, mirroring the theme that younger audiences prefer authentic perspectives, reviews or interpretations from authentic sources over polished or financially motivated influencer content.

Survey methodology

Walr surveyed 2,000 Gen Z Americans (aged 18-28) who have access to the internet; the survey was conducted by Walr on behalf of We are Talker online between Feb. 6 and Feb. 13, 2026.

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