University of Kwazulu-Natal

Are Creators The New Brands How Gen Z And Millennials Are Rewriting

Bonisiwe Shabane
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are creators the new brands how gen z and millennials are rewriting

A growing number of shoppers aren’t buying into traditional branding anymore. They’re buying into people. That’s the main takeaway from a new Adobe Express study that digs into how younger generations are reshaping trust in commerce. As the line between influencer and entrepreneur keeps blurring, creators are no longer just the face of a brand — they are the brand. Adobe’s People Trust People report explores how Gen Z and millennials are shifting loyalty away from legacy companies and toward creator-led businesses. And it’s not a fringe trend.

According to the survey, over half of U.S. consumers have already purchased from a creator-led brand. Among younger age groups, that number is even higher. There’s a big difference between a celebrity endorsement and a creator-led brand. This isn’t about a famous person slapping their name on a perfume bottle. Creator-led brands are built on identity, transparency, and relationships.

These creators aren’t just selling — they’re engaging, connecting, and showing their audience the “why” behind their products. They build trust slowly, through content. On YouTube, Instagram, and TikTok, creators talk directly to their followers. They review products, share routines, show behind-the-scenes footage, and invite fans into their lives. So when they launch a product, it doesn’t feel like a cash grab. It feels personal.

That personal connection is driving real purchases. Adobe’s study shows that 56% of U.S. consumers have bought from a creator-led brand. Among Gen Z, that number climbs to 66%. Millennials follow close behind at 61%. These are the buyers setting trends and reshaping how people think about brand loyalty.

Creator-led brands — businesses founded and promoted by content creators, influencers, or celebrities — are gaining ground in the retail world. More than half of US consumers now buy from these brands, attracted by their authenticity, trust, and personal connection. A new Adobe survey of 1,000 shoppers explores how younger generations are driving this trend across industries like beauty, fashion, and food. From Fenty Beauty to MrBeast Burger, discover how these brands are redefining shopping habits for the future. From apparel to beverages, trending creator brands are capturing wallets and attention, especially among younger US consumers. More than half of consumers (56%) have purchased products from a creator-led brand, with Gen Z (66%) and millennials (61%) leading the trend.

Shoppers are most often discovering these brands online, with YouTube (48%), Instagram (42%), and TikTok (33%) being the top three platforms. This reflects a strong link between platform discovery and purchasing behavior, as video-driven platforms like YouTube and TikTok are also where these creators build the most trust and engagement. Rihanna's Fenty Beauty and Savage X Fenty were the most popular creator brands overall. Fenty Beauty was also Gen Z's top choice, followed by MrBeast Burger, Feastables, and Chamberlain Coffee. Jessica Coacci is a reporting fellow at Fortune where she covers success. Prior to joining Fortune, she worked as a producer at CNN and CNBC.

Some top leaders have warned that AI is having a pernicious effect on their employees and business model, but many brands feel it has served as a catalyst for marketing initiatives. At the Fortune Most Powerful Women Summit last Tuesday, marketing leaders discussed how they promote their brand to new customers while staying true to their historical purpose. AI is one of the tools they’re using most when it comes to appealing to younger generations who are seeking authenticity and personalization. “A lot of us get the, ‘Oh no, [AI]’s coming for my job.’ You really have to get your teams, your employees to not just embrace [AI], but understand it,” said Lisa Caputo, executive... “We’re doing things on Twitch to attract younger customers. It’s very data-driven,” she said.

Gen Z is rewriting the brand rulebook. They’re not just another generation with new platforms or slang — they’re a complete operating system upgrade for consumer behavior. Raised in chaos, shaped by crises, and fluent in contradiction, Gen Z demands authenticity, expects participation, and filters everything through values. Their bullshit radar makes Google look slow. The danger for brands? Confusing familiarity with relevance.

You can be everywhere and still invisible. You can be “cool” and still ignored. You can have data, and still miss the signal. If you fail to adapt your messaging, positioning, and product design to how Gen Z thinks, you won’t just lose attention — you’ll lose cultural permission to exist. Here are three critical shifts shaping the next decade of brand relevance — and what smart brands should do about them. ZCon is reshaping the way companies connect with young leaders.

Led by Gen Z and backed by major brands, the event highlights how creators are driving real change across industries — not just online, but in boardrooms and beyond. When Regina Harris says Gen Z creators are “content machines,” she’s not exaggerating. As a talent manager at Digital Brand Architects (DBA), Harris works with both millennial and Gen Z talent — and the difference is striking. “They would be creating content whether they got paid or not, whether they had a following or not,” Harris explains. “It’s just how they move through the world.” Unlike earlier generations who approached content as a tactic, Gen Z treats it like a lifestyle.

They create because they want to — not because someone told them to. And while their feeds may be packed with trending audio and fast cuts, what they truly crave is transparency. “They’ve made having a platform synonymous with being an activist,” Harris says. “If you have followers, you have a responsibility.” Creators are the new CEOs, moving beyond sponsorships to launch their own brands and production companies. This session explores what legacy brands can learn from creator-led launches, the shift from licensing to ownership, and how direct-to-fan monetization is reshaping consumer engagement.

(function(){ jwplayer('jwplayer_Q1zNMiOZ_R2CNEBk3_div').setup( { "playlist":"https:\/\/content.jwplatform.com\/feeds\/Q1zNMiOZ.json", "generateSEOMetadata":true, "ph":2,"controls": true, } ); })(); Mark Mwachiro is a TVNewser contributor who has been writing for the blog since March 2022. Based out of New York, Mark has also contributed to ADWEEK. By submitting your email, you agree to our Terms of Use and Privacy Policy . You may opt-out anytime by clicking 'unsubscribe' from the newsletter or from your account. They scroll fast, judge faster, and spot inauthenticity in a heartbeat.

Here’s how brands are learning to keep up with a generation that doesn’t just consume content but co-creates culture. For Gen Z, marketing isn’t something they watch, it’s something they join. They don’t just buy products; they buy into purpose, identity, and inclusion. This is a generation that values honesty over hype, and conversations over campaigns. They’ll skip ads but share stories that feel real. Across categories, brands are realising that to win Gen Z, they need to invite them into the process, not as consumers, but as collaborators.

The challenge now isn’t reach or visibility. It’s credibility. The question is, how are brands connecting meaningfully with this audience? For today’s young consumers, engagement doesn’t end at watching something — it begins there. Sahil Chopra, Chairman, Indian Influencer Governing Council (IIGC), explained it best: “True engagement means being a part of it.

And for Gen Z, brands that feel honest and inclusive become their first choice. Marketers have realized it and therefore we are seeing a shift from polished perfection to real, authentic and raw voices. This brings co-creation and community-driven ideas to the front. When brands show up with transparency and purpose, it’s meaningful enough for Gen Z to connect.” As the most influential generation today, Gen Z is reshaping the landscape of consumerism in ways that brands can no longer ignore. With their unique blend of social consciousness, digital fluency, and a demand for authenticity, they are calling out brands that fail to meet their high expectations.

Did you know that over 70% of Gen Z consumers are more likely to support brands that align with their values? This statistic underscores the urgency for brands to adapt or risk losing their relevance. In this article, we’ll dive deep into what Gen Z is really looking for from brands, exploring their expectations around sustainability, inclusivity, and authenticity. We’ll also highlight the brands that are getting it right and those that are facing backlash. So, if you’re a brand looking to connect with this powerful demographic, keep reading to discover the strategies that can help you thrive in 2025! Stay tuned as we unravel the insights that can help brands not just survive, but thrive in the eyes of Gen Z!

Quick Tips and FactsUnderstanding Gen Z’s Brand ExpectationsThe Power of Authenticity: Why It MattersTop 10 Brands That Get Gen Z RightThe Sustainability Paradox: Gen Z’s Demand for Eco-Friendly PracticesSocial Media Influence: How Platforms Shape... Gen Z isn’t just calling out brands; they’re rewriting the rulebook on what they expect from them. Forget the old-school tactics; this generation demands authenticity, transparency, and a commitment to making the world a better place. Let’s break down their non-negotiables:

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