In a world saturated with media messages, Gen Z has emerged with a radical new approach to trust: they believe in people, not platforms. For a generation that grew up watching global crises unfold on their phones, institutional trust has eroded, replaced by a more personalized, peer-driven form of information-sharing. Today, influencers—once just digital celebrities—are seen as credible sources of news, advice, and identity formation.
But why has Gen Z turned away from traditional institutions like legacy news outlets, governments, and corporations in favor of influencers? The answer lies at the intersection of media evolution, systemic failures, and a deep cultural craving for authenticity.
The Institutional Trust Deficit
Trust in institutions has been declining for years, but for Gen Z—those born roughly between 1997 and 2012—the distrust is not just personal; it’s generational. According to the 2024 Edelman Trust Barometer, only 38% of Gen Z in the U.S. say they trust traditional media, compared to 54% of Millennials. Trust in government, big tech, and even NGOs has also dropped sharply among Gen Z audiences worldwide.
This erosion stems from a series of high-profile failures. The 2008 financial crisis, climate inaction, pandemic mismanagement, mass surveillance scandals, and persistent misinformation in legacy media have painted a picture of institutions that are opaque, unreliable, and self-interested. To Gen Z, these entities often appear more concerned with preserving power than protecting the public.
In contrast, influencers seem accessible, relatable, and human.
The Rise of Peer-to-Peer Journalism
What Gen Z is doing isn’t just idolizing YouTubers or TikTok stars; it’s redefining journalism itself. When traditional media outlets fumble stories, young people turn to influencers who provide raw, real-time perspectives.
Consider Dazhariaa Quinn, a late TikTok star who gained a massive following by talking candidly about mental health, or creators like @feminist on Instagram and @bentellect on TikTok, who break down complex news topics through quick, digestible reels. In their eyes, these influencers aren’t simply content creators—they’re citizen journalists.
Platforms like TikTok and Instagram have enabled “peer-to-peer journalism,” where creators act as intermediaries between real-world events and their audiences. Influencers livestream protests, post on-the-ground footage, and share community-sourced information—often before mainstream media even catches up.
Authenticity Over Authority
Traditional journalism relies on authority, degrees, affiliations, and objectivity. But Gen Z prizes authenticity. They don’t necessarily expect influencers to be unbiased or credentialed; they want them to be real.
Take Emma Chamberlain, for example. She isn’t a news anchor, but her unfiltered vlogs have built enormous trust with millions of followers. Her appeal lies in her vulnerability; she doesn’t pretend to have all the answers. For Gen Z, that kind of self-awareness feels more honest than polished professionalism.
This generation has been raised on transparency. They want to see the behind-the-scenes, the mess, the humanity. And that’s exactly what influencers provide: curated chaos that feels more honest than the corporate tone of official messaging.
Influencers Fill an Identity Void
Institutions are distant; influencers feel like friends. That closeness matters to a generation seeking belonging in an era of fragmentation.
Gen Z sees themselves in the influencers they follow. Whether it’s a climate activist on Instagram, a neurodivergent creator on YouTube, or a fashion micro-influencer on TikTok, these figures become mirrors through which Gen Z can understand their own experiences. Influencers don’t just offer commentary; they offer community.
This emotional bond creates what psychologists call “parasocial relationships”—one-sided connections that feel deeply personal. These relationships make influencer messages more persuasive than institutional messaging because they’re delivered by someone viewers feel they know.
Algorithmic Intimacy and the Personalization of Truth
Part of the reason influencers are so influential is because of the platforms they live on. Social media algorithms are designed to feed users content that resonates with their interests, identities, and emotions. Over time, this creates highly curated feeds that feel intimate and trustworthy, even if they’re not always accurate.
For Gen Z, the TikTok “For You” page is more than entertainment. It’s a news aggregator, a fashion forecast, a therapy session, and a social movement launcher all in one. The personalized nature of this content makes it feel more truthful than generic headlines from traditional outlets.
But this algorithmic intimacy is a double-edged sword. It reinforces echo chambers and can distort reality. Yet it also explains why Gen Z increasingly prefers peer content over institutional broadcasts: because it feels like it was made for them.
Cancel Culture and the Accountability Gap
Another reason Gen Z trusts influencers more than institutions is simple: they feel they can hold influencers accountable.
While corporations and media outlets often dodge responsibility behind legal departments and press statements, influencers live and die by public perception. When they misstep, audiences can “cancel” them, demand apologies, or walk away entirely. There’s a perceived sense of power in this dynamic.
Although cancel culture can be problematic, its rise signals a deeper shift: Gen Z wants accountability, not authority. Institutions are often seen as inflexible or corrupt. Influencers, by contrast, are expected to evolve—and fast. That perceived flexibility builds trust.
The Blurring Lines Between Creator and Journalist
Today’s media landscape no longer draws a hard line between journalist and influencer. Many creators are both.
Taylor Lorenz, a journalist covering internet culture, uses TikTok and Twitter the way influencers do, offering transparency into her reporting process. On the flip side, influencers like Dylan Mulvaney and Hank Green discuss politics, science, and policy with journalistic clarity.
This convergence is shaping a new kind of media professional: one who blends narrative, data, and personal voice. Gen Z doesn’t require their sources to be traditional reporters as long as they are transparent, consistent, and engaged.
The Crisis of Objectivity
Traditional journalism often upholds “objectivity” as a gold standard. But for Gen Z, that objectivity can feel like erasure.
They ask: Whose story is being told? Who decides what’s neutral? In their eyes, claims of objectivity can conceal bias just as easily as overt partisanship. They prefer voices that declare their standpoint clearly, even if it’s opinionated, as long as it’s honest.
Influencers, by default, speak from personal experience. Gen Z sees this as valuable because it centers lived reality, not abstract neutrality. When influencers talk about gender, race, climate, or mental health, they’re not pretending to be above it. They’re in it.
Trust Is Earned, Not Inherited
Legacy institutions often assume trust is automatic, earned by reputation. Gen Z disagrees.
Trust must be built, not inherited. Influencers build it by showing up daily, engaging in comments, and responding to criticism. Institutions, on the other hand, often appear distant or reactive.
This generational shift forces institutions to reckon with a new reality: Trust is not something you are given because of your title. It’s something you earn through transparency, consistency, and accessibility.
What This Means for Media Going Forward
The rise of influencer trust among Gen Z is not just a trend; it’s a structural transformation in how authority is negotiated in the digital age. Institutions that want to regain trust must evolve.
Strategies for Institutional Relevance:
- Humanize the brand: Show the people behind the newsrooms, corporations, or governments.
- Collaborate with creators: Partner with trusted influencers to communicate messages in relatable ways.
- Be transparent about the process: Show how decisions are made, how stories are verified, and how mistakes are addressed.
- Engage, don’t broadcast: Treat audiences as collaborators, not consumers.
The Risks of Influencer-Driven Trust
Of course, placing too much trust in influencers comes with risks. Not all creators are ethical. Some spread misinformation, chase clout, or misrepresent expertise. The parasocial intimacy that builds trust can also make followers vulnerable to manipulation.
Moreover, influencer ecosystems are shaped by algorithms that reward engagement, not accuracy. That means controversial, emotional, or misleading content often goes viral more easily than balanced information.
Still, Gen Z seems to approach these risks with a sense of savvy. Many young users know their influencers are fallible—and that’s part of the appeal. They don’t expect perfection. They expect accountability.
Conclusion: A Rewired Trust Economy
Gen Z has grown up in a world of fake news, broken institutions, and endless scrolls. They’ve seen legacy media fail them, governments gaslight them, and corporations greenwash them. In this environment, influencers offer something radically different: a human face, a direct voice, and a sense of belonging.
This doesn’t mean traditional journalism is obsolete. On the contrary, it means it must evolve. The future of trust lies in hybrid models, where journalists act like creators, and creators embrace journalistic ethics.
In this rewired trust economy, it’s not about who has the loudest voice. It’s about who listens back.
References
Edelman Trust Barometer 2024 – https://www.edelman.com/trust-barometer
Pew Research Center: Gen Z and Trust – https://www.pewresearch.org/
Taylor Lorenz, Washington Post – https://www.washingtonpost.com/people/taylor-lorenz/
Common Sense Media: News and America’s Kids – https://www.commonsensemedia.org/
Axios: The Influencer Trust Index – https://www.axios.com/
Nieman Lab: Gen Z and the Future of News – https://www.niemanlab.org/
Digital News Report 2024, Reuters Institute – https://reutersinstitute.politics.ox.ac.uk/
The Atlantic: The Rise of Influencer Journalism – https://www.theatlantic.com/
New York Times: How TikTok Became a News Source – https://www.nytimes.com/
Olivia Santoro is a writer and communications creative focused on media, digital culture, and social impact, particularly where communication intersects with society. She’s passionate about exploring how technology, storytelling, and social platforms shape public perception and drive meaningful change. Olivia also writes on sustainability in fashion, emerging trends in entertainment, and stories that reflect Gen Z voices in today’s fast-changing world.
Connect with her here: https://www.linkedin.com/in/olivia-santoro-1b1b02255/
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