Trust in influencers' product and brand recommendations 2023, by generation
In 2023, the highest level of trust in brand and product recommendations from social media influencers was evident among Gen Z and millennials, with one-third of respondents from each generational cohort expressing complete trust. Conversely, over 40 percent of Baby Boomers exhibited no trust at all in influencer recommendations, nearly double the skepticism shown by Gen X respondents and more than four times that of Gen Z.
