A growing number of shoppers aren’t buying into traditional branding anymore. They’re buying into people. That’s the main takeaway from a new Adobe Express study that digs into how younger generations are reshaping trust in commerce. As the line between influencer and entrepreneur keeps blurring, creators are no longer just the face of a brand — they are the brand.
Adobe’s People Trust People report explores how Gen Z and millennials are shifting loyalty away from legacy companies and toward creator-led businesses. And it’s not a fringe trend. According to the survey, over half of U.S. consumers have already purchased from a creator-led brand. Among younger age groups, that number is even higher.
Creator Brands Aren’t Celebrity Vanity Projects
There’s a big difference between a celebrity endorsement and a creator-led brand. This isn’t about a famous person slapping their name on a perfume bottle. Creator-led brands are built on identity, transparency, and relationships. These creators aren’t just selling — they’re engaging, connecting, and showing their audience the “why” behind their products.
They build trust slowly, through content. On YouTube, Instagram, and TikTok, creators talk directly to their followers. They review products, share routines, show behind-the-scenes footage, and invite fans into their lives. So when they launch a product, it doesn’t feel like a cash grab. It feels personal.
That personal connection is driving real purchases. Adobe’s study shows that 56% of U.S. consumers have bought from a creator-led brand. Among Gen Z, that number climbs to 66%. Millennials follow close behind at 61%. These are the buyers setting trends and reshaping how people think about brand loyalty.
Discovery Starts With Social
The way people find these brands also matters. Discovery is driven by social media — not ads or store shelves. YouTube leads the pack (48%), followed by Instagram (42%) and TikTok (33%). These platforms aren’t just scroll-and-forget. They’re storytelling tools. Video and visuals help creators explain not just what they’re selling, but why it matters.
A skin care creator might walk viewers through their daily routine using their own product. A coffee brand might show the founder tasting beans and adjusting roast profiles. These moments aren’t filtered through agencies or marketing teams. They’re real. That realism builds trust, and trust drives action.
The Most Trusted Names Aren’t Who You’d Expect
Some of the most successful creator-led brands come from names you already know, but the products aren’t just resting on fame. Rihanna’s Fenty Beauty and Savage X Fenty stand out as leaders across all generations. They’ve maintained popularity because they deliver on what they promise: inclusivity, quality, and transparency.
For Gen Z specifically, brands like MrBeast Burger, Feastables, and Chamberlain Coffee are just as influential. These ventures span industries — beauty, fashion, food — and each reflects the personality of the creator behind it. That’s what ties them together. Whether it’s through playful branding, product transparency, or community involvement, the common thread is realness.
A New Definition of Trust
Trust used to come from brand history, size, or polish. Now, it comes from consistency and honesty. Adobe’s study found that 13% of consumers already trust creator-led brands more than traditional ones. Even more telling, one in four shoppers has switched brands in favor of one led by a creator.
That loyalty isn’t just about hype. It’s grounded in three major factors:
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Transparent reviews (42%). Buyers want firsthand insight, not scripted endorsements.
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Creator integrity (30%). Trust builds over time. Followers learn what a creator values, how they behave, and what they’re willing to stand behind.
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Authenticity (30%). Personal storytelling beats ad copy. Consumers want to feel like they know the person behind the product.
This shift isn’t just about branding. It’s about who consumers believe — and why.
Money Talks: Young Consumers Are Spending More
If you want proof this trend isn’t just talk, look at the numbers. Millennials spend about $109 a month on creator-led brands. Gen Z follows at $104. In contrast, Gen X spends $30, and baby boomers average just $16.
That spending gap shows more than generational preference. It reflects a broader change in shopping habits. Gen Z and millennials are comfortable discovering products online, trusting creators they follow, and making purchases based on emotional connection.
They grew up with social media. They’re used to parasocial relationships — those one-sided digital bonds with creators they follow. For them, a recommendation from a YouTuber they’ve watched for years carries more weight than a TV ad from a faceless brand.
Good Products Still Matter
Popularity doesn’t guarantee success. Creator brands still have to deliver. Fortunately, most do.
According to Adobe’s study, 70% of consumers feel creator-led brands live up to their promise. Forty percent plan to keep buying from them.
Consider Rare Beauty, launched by Selena Gomez. It boasts an 84% satisfaction rate. Fenty Beauty isn’t far behind at 81%, with Savage X Fenty at 80%. These brands' recipes for success include a combination of creator connection with solid product performance. The creators' fame gets shoppers in the door, but the product experience keeps them coming back.
Can Traditional Brands Compete?
Old models focused on brand identity, polished campaigns, and control. New models prioritize conversation, transparency, and flexibility. Creator-led brands don’t operate on quarterly campaigns. They respond in real time, they listen, and they evolve with their audiences.
That’s a challenge for legacy brands. It’s hard to build intimacy at scale, but it's not impossible. It starts with asking new questions:
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How can we speak directly to our audience?
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Can we put a real person at the center of our story?
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Where should we invest to build relationships — not just reach?
These tweaks require a new mindset where trust isn’t assumed, but earned.
Trust Is the New Brand Equity
Adobe’s research shows that creator-led brands work because they meet consumers where they are — online, engaged, and skeptical of polished promises. They succeed by being transparent, consistent, and personal.
Gen Z and millennials want to know the people behind what they buy. They want values that match their own, and that comes from stories, not slogans.
That means traditional brands may have to evolve. Trust, once a byproduct of scale, now depends on connection. And in a market driven by loyalty, attention, and belief, creators have the edge.
People trust people, and that’s always been true. But what’s changed is who consumers see as trustworthy — and who they see as worth buying from.
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