Over Two-thirds of Consumers Are Choosing Creator-founded Products, Research Shows

The study finds that 65% of consumers have purchased a creator-founded product, with younger consumers leading the trend; 91% of 16-24 year-olds made such buys.

"Brands cannot capture what creators have: the ability to build trust and connect with communities on a human level, appealing to ever-more online shoppers."

The rising consumer demand for creator-founded products stems from a desire to support small businesses (35%), trust influencers (30%), and loyalty to creators (26%).

Despite the demand, creator entrepreneurs face challenges like budget constraints (38%) and lack of experience (31%), hindering their product launches.

Read at WWD