White Paper

How Brands Get UGC Wrong

And How to Adapt in 2025

Brands are skeptical, but consumers aren’t. Only 1 in 3 marketers believe authentic UGC drives sales — yet 9 in 10 consumers say it influences their purchases.

The influencer landscape is turning upside down. 78% of consumers are losing trust in big-name influencers, gravitating toward niche creators who feel real.

The in-store experience now depends on digital trust. Shoppers are checking their phones for honest reviews before heading to checkout — yet only 18% of brands are prepared.

Christoph Knudsen

Head of Consumer Insights

Christoph is a dedicated and seasoned consumer insights professional with 17 years of experience in quantitative and qualitative market research and an educational background in psychology, utilizing outstanding analytical, verbal/written communication, and presentation skills.

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