British Gen Z says their life choices are heavily influenced by content creators. A new study by McCann reveals that one in four young Brits trust content creators more than their own parents when it comes to decision making. Gen Z isn’t just scrolling through their feeds for fun; they’re building real connections online and turning to creators for guidance, inspiration, and a sense of community. And even though 85% of them say expressing their individuality is important, many still feel misunderstood or lumped into stereotypes by their family and friends. That’s where creators come in—to Gen Z, they feel like trusted friends who “get” them, despite not knowing them, and 72% of the gen think the brands they buy from reflect who they are. (LBB)
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