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MAY 6, 2026 |
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Key stat: 72% of US Gen Z consumers trust customer reviews when evaluating brands, the most cited source by a wide margin, according to a February study from We Are Talker. |
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Beyond the chart: |
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Use this chart: Drop this in your Gen Z brand strategy deck to show why earned credibility outweighs paid amplification. Use it to benchmark trust gaps when planning influencer or paid social investments, or show this to executives questioning why review programs deserve as much budget as creator partnerships. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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