Our Trust Advantage 2026 report demonstrates that consumer attitudes towards trust and reviews are shifting. As fake reviews attract greater regulatory scrutiny and AI-generated content becomes more prevalent, shoppers are increasingly looking for signals that what they're reading is genuine.
The modern customer journey is no longer a straightforward path from discovery to purchase. Instead, consumers move through a series of trust checkpoints, using reviews, ratings and independent verification to validate their choices before committing to a brand.
Our latest research reveals just how important those trust signals have become. From the growing impact of fake reviews on brand reputation to the measurable commercial uplift generated by verified reviews, the findings show that trust is no longer simply a marketing asset. It's a driver of conversion and business performance.
The infographic below maps the journey from scepticism to purchase, highlighting the moments where trust is won, lost and ultimately transformed into commercial gain.
What we’ve discovered is that consumers don't just read reviews, they evaluate whether they can trust them. Brands that can prove authenticity, transparency and credibility are more likely to earn confidence, reduce hesitation and increase conversion.
Read the full Trust Advantage 2026 report here.
