A study conducted by Walr on behalf of We are Talker has found that nearly 75% of Gen Z believe customer reviews are the most credible influence when engaging with a brand. The study also found that younger audiences place greater emphasis on third-party validation, such as independent research, expert opinion, and peer reviews, as well as brand-originating content. Independent research and surveys, and expert opinions, were the second most influential factors for Gen Z when determining credibility. However, brand advertising and brand social media ranked below independent sources of information. PR stunts, campaigns, and branded activations were considered even less credible by Gen Z audiences. The findings suggest that younger consumers may be increasingly skeptical of paid promotion online and instead gravitate towards sources they perceive as truly independent.