Published research informs the question. It does not replace a conversation with the people.
Download the creator research paper ↓Deloitte reported that 56% of Gen Z respondents in its US survey found social media content more relevant than traditional TV shows and movies.
Our read: Give creator-led formats a serious place in the brief. A population survey is not proof that one creator can sell one product.
Read the study ↗Deloitte found that higher-ROI brands in its research devoted 42% of their social budgets to creator partnerships. This is observational, self-reported research, not proof of causation.
Our read: Treat the working relationship, compensation and creative process as part of the program. Do not buy a post and leave everything else to chance.
Read the research ↗Recruit for the specific brief. Record disagreement. Pay the participants. Keep the context and the limits attached to the report.
The most useful output may be a stronger concept. It may be a different question. It may be “don’t run this.”
Independent sources are referenced for context. No affiliation or endorsement is implied. Publication dates and study scope remain attached to each statement.
of US Gen Z fans say social media is their main way to discover new entertainment.
Self-identified Gen Z fans (born 1997–2011) within a Census-weighted online survey of 3,575 US consumers. Entertainment includes TV, movies, music, games and events. Not all Gen Z respondents.
Read the original research ↗of people say a brand earns more trust when it authentically reflects today’s culture.
15,000 respondents across 15 countries, approximately 1,000 per country. All-age result, not a Gen Z-only statistic.
Read the original research ↗of creator content has a strong connection to the brand, according to Kantar.
Kantar’s creative-content analysis cited in its 2026 trends. The release does not disclose the study base for this finding. Not a consumer survey or Gen Z percentage.
Read the original research ↗of marketers plan to increase investment in creator content in 2026.
Global marketer intentions reported by Kantar Media Reactions 2025. Net figure, not the gross share increasing spend. An intention rather than actual spending.
Read the original research ↗US creator advertising spend forecast for 2026, according to IAB.
IAB’s report page states US creator ad spend is expected to reach $44 billion in 2026. Forecast, not an observed result. Intentional creator advertising investment, not the entire creator economy.
Read the original research ↗