Gen Z finds reviews more credible than influencers

Nearly three-quarters (72%) of Gen Zers say customer reviews are the most trusted influence on interacting with a brand, according to a new national survey of 2,000 consumers conducted by Walr on behalf of We are Talker. Findings show that younger audiences now place greater emphasis on third-party verification such as independent research, expert opinion and peer reviews, rather than influencer content, when evaluating brands. According to the Gen Z Brand Trust Study 2026 conducted by Walr for We are Talker, customer reviews ranked as the most trusted source of information (72%) when deciding whether to engage with a brand or organization. Independent research and surveys (68%) and expert opinions (68%) were the second most influential factors in determining Gen Z’s trustworthiness. News articles ranked fourth overall, with 58% saying journalistic coverage helps them assess whether a brand can be trusted. In contrast, Gen Z consumers had significantly lower trust levels when asked about brand-sourced content. 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 efforts, campaigns and branded activations were found 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: “Credibility for brands today is built through independent verification. Our survey shows younger audiences trust reviews, research and expert opinions more than promotional messages.” The findings suggest that despite the rapid growth of influencer marketing over the past decade, younger consumers may be increasingly skeptical of online paid promotions and instead turn to sources they perceive as truly independent. When asked what drives them to take action and what makes them more likely to engage with a brand (follow, sign up, purchase), Gen Z said their biggest need is clear, helpful information (37%). While earned credibility encourages action, “seeing real people talking about it” (35%) was the second most-rated factor encouraging action; This reflects the theme that younger audiences prefer authentic perspectives, reviews or commentary from authentic sources over flashy or financially motivated influencer content. Research methodology: Walr surveyed 2,000 Gen Z Americans (ages 18-28) with access to the internet; The survey was conducted online by Walr on behalf of We are Talker between February 6 and February 13, 2026.