How Gen Z and millennials are driving creator economy growth

What can brands can do to reach these younger consumers?

By Jo Hamilton
Published: June 14, 2022

(Image credit: Unsplash)

Last month, SmartBrief explored how the creator economy is growing and producing opportunities for marketers. This month, we’re looking at how Generation Z and millennials are driving the growth of the creator economy through their online behavior and what brands can do to reach these younger consumers.

Some 64% of American Gen Z and millennial consumers “really enjoy and feel loyal to” creators and influencers, with 61% reporting they regularly buy products they’ve seen creators use or discuss on social media, according to a “Reaching the Unreachables” report from Whalar.

The research contains other interesting findings for marketers:

• Younger consumers are more inclined to be active within small, private digital communities, allowing them to connect more meaningfully with…

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