Younger Generations Lean More On Social Media Influencers

Consumers empowered throughout the pandemic leverage social media to actively manage brand relationships, putting pressure on brands to accommodate increased expectations. As companies have learned to cater to consumers’ fears and stresses by providing convenience and safety, consumers have used social media to assert authority and to follow influencers to discover brands that more directly serve their needs. Forrester’s 2021 data shows that 31% of US online Gen Z adults say they primarily discover new brands through social media influencers, while 30% say they primarily discover new products through social media influencers.