B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
69%
69% -- share of gen z trusting creator content over brand content for Gen Z users (2025)
69% of Gen Z users trust creator content more than brand-produced content when making purchase decisions.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
69%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
GWI
Primary
Tier B
https://chapters-eg.com/blog/social-media-management/social-search-seo/ ↗
Source Article
Social Search SEO: Gen Z Trends Reshaping Discovery
Last Updated: April 2026 | Written by the Chapters SEO Team
For the first time in search history, Google is not the starting point for a significant and growing segment of the population. Gen Z, the cohort now aged 13 to 28, and increasingly the dominant consumer force in global markets, is turning …
Original Research
GWI
· Original study ↗
Methodology
GWI 2025 social media trends report
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z users: 69% share of gen z trusting creator content over brand content. Source: GWI (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-trust-creators-over-brands-2025
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<blockquote cite="https://lighthousedata.io/data/gen-z-trust-creators-over-brands-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>69%</strong> -- share of gen z trusting creator content over brand content for Gen Z users<br><small>Source: GWI (2025) · <a href="https://lighthousedata.io/data/gen-z-trust-creators-over-brands-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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