Young consumers are shifting their attention (and money) toward influencers “driving real change.”

Young consumers are shifting their attention (and money) toward influencers “driving real change.” Influencer marketing is changing in the wake of COVID, but influencers are actually more influential than ever among young consumers. Old gatekeepers like traditional media, big retailers, and celebrities no longer have “the same power” they had before the pandemic. Young people are shifting their time, attention, and money toward influencers who are authentic and relatable, or “driving real change.” And support for influencers has gone beyond just liking what they wear, but rather the values of the brands they align themselves with. A new generation of fashion brands are already making changes: GANNI and Paloma Wool hosted “lo-fi virtual show[s]” featuring “relatable” musicians, artists, dancers, and journalists instead of models. (Refinery29)