They way young people relate to celebrities and influencers is changing fast. Trust is not tied to fame—it’s all about being true to themselves and unpolished honesty. From the creators they follow daily to the brand partnerships they support, Gen Z and Millennials are making it clear who earns their attention and why. How young consumers respond to sponsored content is changing, as well as what drives them to make a purchase. And they have nuanced ideas about when they expect public figures to speak out (or stay silent) on causes and issues.
In YPulse’s 2025 Celebrities and Influencers report, we explore the how much trust young people place in different public figures, what kinds of content actually drive action, and where young people draw the line between meaningful advocacy and performative pressure.
Report length: 23 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded May 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in May 2025
