The New Rules of Credibility

3 Min Read By MRM Staff

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…