Young consumers want to follow diverse influencers who speak up about important issues. YPulse’s influencers and celebrities report found that 64% of 13-39-year-olds believe that celebrities have a responsibility to share their views about issues and causes with their followers. According to a Valassis study, 51% of consumers in the U.S. bought a product or service after it was used or promoted by an influencer in the last two years, with 39% of 25-34-year-olds saying influencer endorsements affect their opinions about brands. The same report found that 36% of young consumers in the U.S. say they follow a more diverse group of influencers than they did before the Black Lives Matter protests in the summer. (Mobile Marketer)
