Gen Z is reviewing its relationships with influencers, as 72 percent of younger audiences cite customer reviews as the most credible influence when engaging with a brand, according to the Gen Z Brand Credibility Study 2026, conducted by Walr for We are Talker. They place greater emphasis on third-party validation such as independent research, expert opinion and peer reviews than on influencer content, according to the data. “I think it comes down to trust,” Tim Haslam, CEO of We are Talker, told Modern Restaurant Management (MRM) magazine. “Gen Z has grown up surrounded by ads, influencer content and highly polished brand messaging, so they’re naturally a bit sceptical of anything that feels too produced. Reviews feel different, they’re grounded in real, sometimes imperfect experiences and that’s exactly why they resonate.” The national study of 2,000 consumers revealed independent research and surveys (68 percent) and expert opinions (68 percent) were the joint second most influential factors for Gen Z when determining credibility. News articles ranked fourth overall, with 58 percent saying journalistic coverage helps them assess whether a brand can be trusted. The most effective marketing comes from your customers. The findings suggest that, despite the rapid growth of influencer marketing over the past decade, younger consumers might be increasingly skeptical of paid promotional content, gravitating toward sources they perceive to be independent. The role of influencer content has definitely shifted with influencers still useful for visibility and discovery, but not necessarily being the final word on trust anymore, said Haslam. …
