Only 5% of Canadian consumers say influencers are their most trusted source when making a purchase decision, according to new research from Field Agent Canada, a finding that may reflect growing skepticism toward highly polished social media marketing and paid online endorsements.
The study surveyed 2,024 Canadian shoppers and found that consumers still value recommendations and social proof when shopping. However, they increasingly prefer those recommendations to come from people they know personally or from ordinary consumers sharing real experiences online.
The findings point toward a broader shift in retail marketing, one where authenticity and relatability may be becoming more influential than aspirational influencer content.
“Consumers still trust recommendations, but who they trust may be changing,” said Jeff Doucette, Country Manager at Field Agent Canada.
Consumers Still Value Influence, But Trust Is Evolving
While influencer culture remains deeply embedded within retail marketing and social commerce, the survey suggests consumers are becoming more selective about the types of recommendations they trust.
According to the findings, 55% of respondents said recommendations from people they personally know are their most trusted source when making purchase decisions. Another 40% pointed to online reviews from everyday consumers.
The data suggests shoppers continue relying heavily on peer validation before spending money, particularly as many consumers remain cautious with discretionary purchases and increasingly research products before buying.
The survey also found that 68% of respondents are most likely to consider a product recommendation shared on social media by someone they personally know. By comparison, 24% said they would consider a recommendation from an influencer they follow, while only 8% said they would trust recommendations from influencers who simply appeared in their feeds.
The findings indicate consumers are not necessarily disengaging from social commerce or online product discovery. Instead, trust may increasingly be shifting toward digital word-of-mouth recommendations that feel more personal, credible, and grounded in real experience.
Authenticity Emerging as a Key Retail Marketing Theme
Authenticity emerged as one of the strongest themes throughout the research.
According to the survey, 71% of respondents said posts from people they know feel more authentic than influencer content. Only 4% said influencer posts feel most authentic, while 21% said both forms of content feel equally authentic.
Consumers skeptical of influencers said the content often feels financially motivated, overly curated, or scripted. Many respondents also indicated that recommendations from friends, family members, and ordinary shoppers feel more trustworthy because they appear less transactional.
The results may reflect growing fatigue with sponsored social media content as consumers become increasingly aware of paid partnerships and promotional messaging across digital platforms.
At the same time, the survey suggests consumers themselves continue participating actively in organic word-of-mouth marketing online. About 71% of respondents said they have posted about a product they genuinely liked without being asked or compensated to do so.
The findings reinforce the idea that consumers still want product recommendations and social discovery through digital platforms, but increasingly expect those interactions to feel genuine and unscripted.
Online Reviews Continue to Shape Consumer Behaviour
The research also highlighted the ongoing importance of online reviews within the modern retail purchasing journey.
According to the survey, 97% of respondents said they read reviews before making a purchase decision. The findings underscore how heavily consumers continue to rely on customer feedback and shared experiences before committing to a purchase.
As economic pressures continue affecting household budgets, trust and credibility may be playing a growing role in how consumers evaluate products, brands, and recommendations online.
For retailers, the findings may signal a broader evolution in how digital marketing strategies are perceived by consumers.
While influencer marketing remains a major component of the advertising landscape, the research suggests retailers may increasingly benefit from strategies focused on customer advocacy, authentic storytelling, review ecosystems, organic social sharing, and community-driven engagement.
The findings suggest that in an increasingly crowded digital marketplace, trust itself may be becoming retail’s most valuable marketing asset.
