New research shows Gen Z engagement is geared towards creators rather than traditional corporate voices.

New researched by agency Pulse Advertising has shown consumers are connecting with brands through creators, rather than to traditional corporate voices. The research proposes that creators now shape and influence audiences through creator-led campaigns, rather than traditional engagement. 

Lara Daniel, CEO and co-founder at Pulse, said: “The balance of power has shifted from institutions to individuals. Audiences are no longer persuaded by brand announcements — they respond to human voices, lived experience and shared values.”

Further emerging trends identified in the study include AI as an amplifier, micro-communities such as #BookTok outperforming demographic targeting and a rise in creators hosting community-led events, moving their influence offline.