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.

Beyond the chart:

• Peer voices win because they're everywhere Gen Z looks. Social media is the top product discovery channel for 73% of Gen Zers and 67% of millennials, per a Salsify 2026 Consumer Research report.
• Meanwhile, TikTok is pulling double duty as a review hub. Some 58% of US TikTok users ages 13 to 17 turn to the app for product reviews, outpacing both Instagram and Snapchat, according to Pew Research.

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.

Related EMARKETER reports

• US Fashion Ecommerce 2026 (EMARKETER subscription required)
• Gen Z Personal Care and Beauty Preferences 2025 (EMARKETER subscription required)

Methodology: Data is from the March 2026 We Are Talker report "Gen Z Brand Credibility Study 2026." 2,000 US Gen Z adults ages 18–28 with internet access were surveyed during February 6-13, 2026. The survey was conducted online by Walr, and the sample was balanced to reflect US Gen Z internet users by gender, region, and age.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.