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Marketers could once trust traditional ads like billboards, commercials, and even celebrity endorsements would generate a buzz enough to support their brand. But then stars and online reviews became paramount, and after that influencer marketing changed the game. And now, word of mouth has been revolutionized (again) by young consumers: it has moved fully online, and nano-influencers—think regular people with a few hundred followers—are the arbiters of advice. But what remains true is that the brands young people are talking about are the brands that other young people want.
Understanding the new meaning of “word of mouth” means getting into Gen Z’s product research habits, their trust in influencers compared to their friends, and where TikTok stands in it all even in the wake of a potential ban. (Because, of course, TikTok is part of the story.)
Report Length: 44 pages, North America report is based on trend surveys conducted among 1500 13-39-year-olds in the U.S. and Canada. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in February 2024.
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