The New Rules of Credibility

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. 

“Audiences are much more aware of paid partnerships. The content works best when it feels like a genuine experience rather than an endorsement. Influencers are great for sparking interest, but let real customer feedback do the heavy lifting when it comes to credibility.”

When Gen Z consumers were asked about brand-originating content, levels of trust were significantly lower. Brand advertising (57 percent) and brand social media (57 percent) ranked below independent sources of information, while influencer content (55 percent) was only the seventh most influential factor. PR stunts, campaigns and branded activations were considered even less credible by Gen Z audiences (46 percent).

It’s less about crafting the perfect message and more about creating experiences people relate to.

While earned credibility drives action, ‘seeing real people talk about it’ (35 percent) 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.

“Relying on brand-led messaging alone may no longer be enough,” said Haslam. “The most effective marketing comes from your customers.”

Instead of trying to control the narrative, brands should think about how they surface and amplify real experiences, he suggested.That could be reviews, customer photos, or word-of-mouth moments. 

“It’s less about crafting the perfect message and more about creating experiences people relate to. I think it’s about being visible and authentic. People want to see that there are real humans behind the brand.”

That can be as simple as responding to reviews in a natural tone, acknowledging feedback and showing appreciation when things go well, Haslam added. 

“Bring real customer voices into marketing with a tone that doesn't feel forced or message-driven.” 

A slightly imperfect but genuine presence is often more convincing than something that feels too controlled.

Reviews should probably be an active part of the business, not something that sits in the background, Hasslam advised.  That means checking them regularly, responding quickly, and doing it in a way that feels human. 

“A thoughtful response to a negative review can sometimes build more trust than a five-star rating, because it shows the brand is listening and cares about getting it right.”

To improve their digital footprint in an authentic manner, brands should focus on consistency and honesty, making sure their information is accurate and up to date, keeping reviews flowing in naturally, and responding to people in a way that feels real, Haslam suggested.

“Avoid over-polishing everything. A slightly imperfect but genuine presence is often more convincing than something that feels too controlled.”

Building connection with guests is a long-game proposition and operators need to be consistent in their messaging. 

“If the experience matches what people are reading in reviews, trust builds over time,” Haslam said. “Beyond that, credibility grows when others talk about the brand, whether through media coverage, local reputation, or steady, organic online conversation. It’s that sense that the reputation exists beyond the brand’s own channels.”