Consumer Behavior

Creators driving Gen Z shopping

Adobe Stock

May 5, 2023

Social media creators are the most trusted by Gen Z shoppers and are driving a majority of Gen Z shopping decisions online and in stores with 75% making purchases online from creator recommendations.

That percentage is 21% higher than the general population.

Those are top findings from the Gen Z Shopper Study released by LTK, a creator marketing platform.

Those polled said they follow creators because of authenticity, personality and relatability, according to a press release on the findings.

As for the brands they shop, the top factors Gen Z consumers consider are trendy and budget friendly (63%), those with an environmental impact (43%) and re-sale companies (33%).