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Peer Reviews

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A group of Gen Z consumers actively sharing and discussing product recommendations on their smartphones and laptops, showcasing the impact of peer reviews on marketing.
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Gen Z peer reviews are rewriting marketing rules for brands

A recent survey revealed that 72% of Gen Z consumers trust a product recommendation from an anonymous peer online more than an advertisement from a brand itself, according to Edelman Trust Barometer S

Nina Kapoor·May 7, 2026