User-generated content holds the most power to influence young consumer spending in Western Europe—and beyond.

User-generated content holds the most power to influence young consumer spending in Western Europe—and beyond. A recent study from UGC software company Bazaarvoice found that 60% of young consumers in Western Europe, Australia, and North America would rather see original, user-generated content on a brand’s social media, and 40% want to see it in-store, indicating a marketing “powershift” away from B2C content and toward peer-to-peer recommendations. The shift highlights shoppers’ increasing interest in finding shopping inspiration outside of traditional avenues as well as the growing influence of the creator economy. YPulse’s recent The New Content Creators trend research (WE version coming next week) shows that the majority of young people are creating content for an audience, making almost everyone in these generations an influencer. Brands have a massive opportunity to tap the growing influence of these nano-influencers, the majority of whom are eager to work with brands and have the power to sway the purchasing decisions of hundreds—if not thousands—of young consumers. (Cosmetics Design Europe)