B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
84%
84% -- consumer trust rate for Gen Z consumers (2025)
84% of Gen Z consumers trust brands more when they see real customers in ads.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
84%
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
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Morning Consult
Primary
Tier A
https://rule1.ai/articles/ugc-ads ↗
Source Article
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Original Research
Morning Consult
· Original study ↗
Methodology
Morning Consult survey
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z consumers: 84% consumer trust rate. Source: Morning Consult (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-trust-real-customers-84pct
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<blockquote cite="https://lighthousedata.io/data/gen-z-trust-real-customers-84pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>84%</strong> -- consumer trust rate for Gen Z consumers<br><small>Source: Morning Consult (2025) · <a href="https://lighthousedata.io/data/gen-z-trust-real-customers-84pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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