33% of US Gen Z customers purchased a product from an influencer-founded firm in the previous year, followed by millennials (29%), according to Morning Consult.

Influencers are no longer simply brand ambassadors. They have evolved into independent media outlets, diversifying their platforms and financial streams, reported Insider Intelligence/eMarketer.

“If you look at the influencers that have done particularly well in this space, their products not only have to be aligned with their own brand, but they have to be authentic,” said Insider Intelligence/eMarketer analyst Blake Droesch on an edition of “Behind the Numbers: Reimagining Retail” podcast.

According to Piper Sandler, the top influencers among US youth in fall 2023 were Alix Earle and MrBeast. MrBeast already sells his own goods, while Earle is on her way to launching her own brand.


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