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Young Consumers Are Tired of Influencers Gatekeeping Products

What constitutes influencers gatekeeping, and how Gen Z and Millennials really feel about it…

Written and Edited by the YPulse Editorial Team

Jul 31 2023
North America

KEY TAKEAWAYS

Gen Z and Millennials have rebranded the term “gatekeeping” when it comes to influencers
They believe influencers who purposefully withhold product information are gatekeeping
Gatekeeping makes the majority of young consumers dislike an influencer, and even makes them less interested in purchasing a product

According to most dictionaries, gatekeeping is the process of controlling or limiting access to something. But according to Urban Dictionary, gatekeeping is “when someone takes it upon themselves to decide who does or does not have access or rights to a community or identity.” In this instance, gatekeeping in the influencer industry refers to how influencers frame the information they share online to prevent or limit viewers’ access to items they share, tips / tricks, or even about the influencer industry itself. And when it comes to how influencers, well, influence social shopping for Gen Z and Millennials, gatekeeping is...