Consumers trust reviews

We dont trust Authority

"Unthinking respect for authority is the greatest enemy of truth.

Albert Einstein

"Do not believe in anything merely on the authority of your teachers and elders. Do not believe in traditions because they have been handed down for many generations.


"We have learned by sad experience that it is the nature and disposition of almost all men, as soon as they get a little authority, as they suppose, they will immediately begin to exercise unrighteous dominion.

Joseph Smith

We don't trust Professions

Consumer trust in professions has probably never been lower in general, because of a breakdown of trust in the people and processes behind them. Some professions in particular have a very low reputation, due to a perception of poor training, poor regulation and poor ethics.

Source: Which

We don't trust Advertising

Consumers have always trusted recommendations from people they know. Recent surveys, such as the one below by Nielsen, shows that online reviews come a close second - far ahead of advertising. There used to be a saying that 50% of all advertising is wasted, but since the advent of social media the problem is that consumers really don't trust advertising very much at all.

Source: Nielsen

We trust Recommendations more than anything else

Consumers trust personal recommendations more than membership of a professional body or trade association. This was the conclusion of a survey conducted by Rightmove, researching consumer attitudes to removal companies.

Source: Rightmove

Consumers would prefer reviews overseen by Trading Standards or Consumer organisations

The review site "industry" has grown dramatically over the past 10 years or so and there have unfortunately been enough instances of fake reviews and biased services that consumers are increasingly cynical about the bewildering choice of review sites. Most of these sites are run on commercial lines by commercial companies and they sell their services to the businesses being reviewed, which creates an obvious conflict of interest. Faced with this uncertainty, consumers' clear choice is for a site run or overseen by consumer organisations such as Referenceline, Trading Standards or Which.

Source: Rightmove