This year, a familiar Gen Z assumption made the rounds again: influencer fatigue. Over the summer, headlines like “Love Island tanks as Gen Z cools on influencer culture” suggested these young Europeans were growing tired of the creators who once dominated their feeds. But YPulse’s Western Europe Celebrities and Influencers data shows European Gen Z’s attachment to content creators hasn’t disappeared. This gen still turns to influencers every day for entertainment, product recs, and info they can apply to their own lives. For brands, that means creator partnerships remain an important way to connect with European Gen Z, but choosing...