Nearly three-quarters (72%) of Gen Z say customer reviews are the most trusted influencer when interacting with brands, according to a new national study of 2,000 consumers conducted by Walr on behalf of We are Talker. Survey results show that when evaluating brands, younger audiences now place greater emphasis on third-party verification, such as independent research, expert opinions and peer reviews, rather than influencer content. According to Walr’s 2026 Gen Z Brand Reputation Study for We are Talker, customer reviews rank as the most trusted source of information (72%) when deciding whether to work with a brand or organization. Independent research and surveys (68%) and expert opinions (68%) are tied as the second most influential factors when Gen Z determines trustworthiness. News articles ranked fourth overall, with 58% saying news coverage helps them evaluate whether a brand is trustworthy. In contrast, when Gen Z consumers were asked about brand original content, trust was significantly lower. Brand advertising (57%) and brand social media (57%) ranked lower than independent sources of information, while influencer content (55%) ranked only seventh. Gen Z audiences (46%) find PR stunts, campaigns and brand activations less credible. The research is part of an ongoing analysis by Walr on behalf of We are Talker about how digital audiences assess credibility and trust online. Tim Haslam, CEO of We are Talker, said: “For brands, credibility today is built through independent verification. Our survey shows that 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 paid promotions online, preferring instead sources they perceive to be truly independent. When asked what makes them take action and be more likely to interact with a brand (follow, sign up, buy), Gen Z said clear and useful information is their biggest request (37%). While earned credibility drives action, “seeing real people talking about it” (35%) is the second most voted factor that drives action, reflecting the theme that younger audiences prefer authentic opinions, commentary, or explanations from authentic sources over polished or financially motivated influencer content. Research Methodology: Walr surveyed 2,000 Gen Z Americans (ages 18-28) with Internet access; conducted online between February 6 and February 13, 2026, by Walr on behalf of We are Talker.
Gen Z finds reviews more credible than influencers
