While the creator economy is certainly undergoing some shifts, online celebs still have massive influence over Gen Z. Most young adults 18-24-years-old in Western Europe and North America have purchased something that an online celebrity (e.g., blogger, vlogger, YouTuber, Instagrammer, etc.) had spoken about or recommended—and young adults in Western Europe are even more likely to have done so: 68% vs 65%. Plus, in both regions, online influencers are the top public figures 18-24-year-olds trust. Both mega-influencers and nano-creators are vital to any brand’s marketing strategy, and their influence leads to actual purchases from Gen Z. But what type of...