Happy Sunday Fam!

Greetings from NYC. 👋🗽 

I’ve just landed for a 48 hour adventure to speak with Recharge at an intimate event being held at QC Spa on Governor’s Island (a couple of spots left, check out the events section) and host a dinner with my CX bestie / queen of pans Nancy Gurd.

In my internet perusing this week, I have come across OK COOL’s 2025 Trends Report. If you haven’t read it, you should. It’s a bit chaotic, but a very intriguing read. The report explores how younger generations, particularly Gen Z, are reshaping consumer behavior by democratizing access to information and social validation through platforms like TikTok, replacing traditional social proof sources with real-time, peer-driven influence.

And if you have been here for a minute, or consumed any of my content at this point, you know that I am an absolute nerd about consumer behavior and breaking down things I see and learn to show us how this can help us with our own brand’s success. 

So let’s break down how the evolution of social proof has always been a need as a consumer, but the variations are changing and how we market our social proof must as well…

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The Evolution of Social Proof

One constant throughout the decades is that we all crave some form of reassurance before making decisions, especially when it comes to purchases. Social proof, in one form or another, has always played a pivotal role in guiding consumer behavior. But what I find fascinating is how this need for validation has evolved over time—shaped by technology and the ways we consume information.

Take my parents, for example. For them, it was all about Consumer Reports. Before buying a new appliance or making any major purchase, they’d consult these expert-driven reviews. There was an inherent trust in the thorough, unbiased testing and rating system. It was the gold standard. If Consumer Reports said it was good, that was all the proof they needed.

Fast forward to Millennials, like myself. We took that need for validation and put our own spin on it. We wanted to hear from real people—not just experts. That’s where YouTube reviews came in. Suddenly, it wasn’t just about what was tested in a lab; it was about seeing everyday people unbox, use, and share their experiences. This shift felt more authentic, more relatable. We trusted these personal reviews because they were coming from individuals who were, essentially, just like us. There was a certain kind of connection and intimacy in watching someone else’s journey with a product.

My most recent divulgence 👇

Then we get to Gen Z, and things move even faster. For them, TikTok is the ultimate platform for social proof. They don’t want to sit through long reviews; they want quick, bite-sized content that feels real and spontaneous. A 30-second clip can make or break a product. If something goes viral, it’s immediately stamped with the social proof of the collective. What’s incredible about Gen Z’s approach is that validation happens in real-time. It’s no longer just about reading or watching a review—it’s about seeing a product catch fire and watching thousands of others react to it in a matter of moments.

Which also leads me to one very important point, TikTok shop is poppin’. As TikTok cements itself as a primary source of truth for consumers, brands must adapt their strategies to leverage the platform’s unique potential for delivering fast, authentic social proof. At its core, TikTok thrives on real-time validation. With features like live reviews and punchy 60-90 second videos, users can instantly witness how a product works and why it’s worth their attention. This opens a valuable opportunity for brands to showcase products through unscripted, genuine demonstrations, partnering with creators who can seamlessly bring products to life in real-world settings. The authenticity of these collaborations fosters immediate trust with viewers, turning casual scrollers into engaged buyers.

A literal MASTERCLASS in how a brand is utilizing TikTok and harnessing its power is one of our clients, GoPure Beauty. If you haven’t heard of them, you must check them out and take notes.

@gopurebeauty

Last Chance for some fun Birthday Flash Sales with Esthetician Stephanie! She has her special birthday bundle on sale along with some othe... See more

Beyond real-time engagement, TikTok’s community-driven feedback loop means that brands must stay active and responsive. This means jumping into conversations, addressing consumer questions or concerns, and using real customer reviews as part of the content strategy. Marketers should leverage this constant stream of feedback to improve product messaging and optimize the shopping experience, especially with TikTok Shop. Making sure the checkout process is seamless, encouraging repeat reviews, and featuring user-generated content all help create a stronger connection with the audience. With TikTok, it’s all about building trust through authentic engagement and ensuring that your social proof lives not just in polished ads, but in the everyday, relatable moments that consumers seek out on the platform.

This is why we also see agencies and specialists popping up everywhere on how they are harnessing the power of TikTok to help brands grow their businesses on the platform. Even your girl gang here at OLC is offering strategic CX and servicing help on TikTok. Call your girl gang if you need help because you MUST also have TOP TIER CX on this platform or you will fail.

Each generation has found its own way of navigating this need for reassurance. From the trusted authority of reports to the relatable voices on YouTube to the crowdsourced, viral moments on TikTok, social proof has evolved into something much more dynamic and decentralized. What I love about this is that it reflects how much we value community and shared experiences when making decisions. Whether through an expert review, a YouTuber’s honest opinion, or a TikToker’s quick take, we’re all still searching for that nudge that tells us, “Yes, this is the right choice.”

The evolution of social proof speaks to how we’ve shifted from trusting singular authorities to relying on the collective—and that’s something worth thinking about, not just as consumers, but as marketers and business owners, too.

Well, that’s that for this week and the takes on evolving social proof tactics. What does your brand’s social proof look like in today’s landscape? Are you creating those moments that resonate, spread, and stick with your audience?

As always, if you have any questions or things you want answers to in this newsletter, please hit the “reply” button and send them over or hit that link below for my form!

If you enjoyed this newsletter, sharing it with your homies would be the jam to me! You can share the party by sharing this link.

Same time, same place next week?

Jess

Have a Marketing and/or CX-related question for me?

UPCOMING EVENTS

1. If you are a brand operator or founder, join me and the Recharge gang at QC Spa on Governors island on October 7th! RSVP HERE

2. Nancy and I are hosting a Customer Service Appreciation week dinner! If you are a Retention or CX operator and in NYC, this one is for you on October 8th. RSVP HERE

3. LIVE Episode #5 of AfterHours Live on Linkedin with moi and special guest Sarah Grosz on October 14th at 5:30PM CST. We will be breaking down the spiciest DTC news of the week and a hot brand’s marketing strategies LIVE. JOIN US HERE

4. A FUN AF Shoptalk party. Casino Night for Shoptalk Fall in Chicago on October 16, 2024! RSVP HERE (almost at capacity so get in there now!)

5. Come to NYC on November 14th for SheInnovates 2! If you are a woman in ecommerce, this one is for you. Grab your ticket ASAP, we are almost sold out! Snag your tickets here. (and did you see we booked Marg Josephs, a real housewife AND a baddie entrepreneur!)

DOPE JOBS OF THE WEEK…

I posted quite a few roles in Friday’s Dope Jobs post here.

My client Lineage Provisions is still looking for their star
Social Media & Community Manager.
Apply Here!

And my other client Print Fresh is also seeking a
Senior Retention Marketing Manager.
Hybrid in Philadelphia.
Apply Here!

Yotpo has a VERY great job board here

BEST PIECE OF CONTENT I’VE SEEN THIS WEEK…

Crocs has entered the Nutter Butter craze.

@crocs

@nutter butter can u show this to aidan

👐 BONUS CONTENT 👐

This week I released an episode of Above The Fold with THE Amanda Kwasniewicz, previously VP of CX at Love Wellness and now Director of CX at Yotpo. We chatted her entire CX philosophy and then some. You’ll laugh, you’ll cry from laughter and will be shocked by the things we dropped. Not one to miss.

Be sure to follow along on my YouTube, Spotify and Apple Podcasts.