Z spend 10 or more hours on their smartphones every day, and about 66% of young people use more than one device at a time.
This digital generation knows that reviews and social media can be easily manipulated. And yet.

86% of Z customers read reviews before making their first purchase, and 68% of them read at least three reviews. Z women take what others have to say especially seriously: 21% of them read nine or more reviews before making a purchase. This is a generation that values the opinions of others, whether they read them online or hear them in person.

Moreover.
Nearly half of Gen Z made a word-of-mouth recommendation based on a positive experience a friend or relative shared about a service or product, and 30% of Gen Z repeated a praise they heard from someone they didn't know. Remember: every online conversation about your brand can have real-world consequences.

How to fit in with word of mouth:

1. Give reasons for discussion. Burger King and KFC are the best at this, constantly giving new absurd news stories or filing lawsuits against each other.
2. Become part of the cultural and/or social setting. For example, Dove promotes natural beauty to Millennials. It's probably too early to promote naturalness to Zs. They are young rebels who want to express themselves. Naturalness is not exactly their insight.