There are numerous public figures who impact the lives and purchases of European Gen Z and Millennials, and this list constantly changes as fame becomes more fragmented. This year, YPulse’s data from our recent WE Celebrities and Influencers Report shows that the top category of public figures that young Europeans trust the most are online influencers. It’s important for brands to know specifically the type of public figure young consumers trust the most, which informs in return the types of partnerships they should form to effectively reach this demographic. To determine which of these influencers young consumers trust the most, we gave a list of 20 options to young Europeans, from “Politicians,” to “TV stars,” and “TikTokers.” Here are their top answers, compared with 2022: Young Europeans trust YouTubers more than anyone else When asked whose public figure they trust the most, European Gen Z and Millennials overall top answer is YouTubers (more than the options like musicians, athletes, and even police—by a high margin). The high level of...
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