How The Creator Economy Is Reshaping Modern Marketing – And Why Brands Are Paying Attention
The creator economy has moved beyond niche marketing – it's now central to how brands build trust and grow. It's a $250 billion global force reshaping how brands build loyalty, drive engagement and grow their businesses. Once viewed as a playground for influencers, today's creator economy is at the center of serious business strategies — and it's only getting bigger. Goldman Sachs predicts it could nearly double to $480 billion by 2027, according to their 2023 Creator Economy report.
Brands are adapting fast. Across industries, businesses are moving from traditional influencer partnerships to more structured, community-driven programs. They're not just sponsoring creators – they're building platforms to empower them.
Lowe's Creator Network partner Chris Loves Julia
Courtesy of Lowe's
Social media has democratized content creation, and consumers increasingly trust the voices they follow online – especially millennials, Gen Z and even Gen Alpha, generations shaping the future of brand loyalty. According to a recent study from Sprout Social, 61% of consumers say they trust recommendations from creators more than they trust brand advertising. Creators bring authenticity, relatability and niche expertise — the ingredients brands need to build real connections in a crowded digital marketplace. Even for a home improvement brand like Lowe's, creators are valuable partners who help to build credibility and affinity.
Statista reports there are now over 200 million creators globally, ranging from full-time digital entrepreneurs to part-time hobbyists. These creators aren't just marketing channels. They are community leaders, entrepreneurs and culture builders.
The shift has been so significant that it even dominated conversations at CES this year, where a panel on the creator economy highlighted how creators are reshaping not only marketing, but commerce and culture at large.
Brands today are rethinking what it means to partner with creators. In the past, traditional influencer marketing was transactional — one post, one campaign. But the new wave of partnerships is deeper and more collaborative.
Companies now are building communities that help creators grow their brands, not just promote products. These programs offer tools like customizable storefronts, access to startup funding for business ventures, product samples, project sponsorship and long-term sponsorship opportunities — a far cry from the one-off campaigns of a few years ago.
Lowe's Creator Network partner Chris Loves Julia
Courtesy of Lowe's
Retailers are taking note. Lowe's, for example, recently launched the first creator network in home improvement and DIY, designed to support creators at every stage of their journey. Their platform provides opportunities for creators to build real-world projects, inspire their audiences and grow sustainable businesses. Early partnerships include digital creators like MrBeast, DadSocial and Chris Loves Julia, signaling a move toward community-building rather than simple brand endorsements.
These programs are not just marketing tactics, they're growth strategies. Empowering creators to build authentic relationships with their audiences leads to deeper loyalty and long-term trust – and the brands that they partner with will reap the benefits.
As the creator economy matures, brands that succeed will be the ones that recognize creators as more than content producers. They are entrepreneurs, innovators and community builders.
The most forward-thinking companies are blending commerce and culture, embracing a wide range of creators – from household names to niche leaders, who inspire real-world action, not just digital clicks. By investing in long-term partnerships, brands are positioning themselves not just as advertisers but as collaborators in creators' business growth.
Social commerce is at the heart of this evolution, and it is expected to reach $2.9 trillion by 2026, according to Statista. Creators are leading the way, shaping how consumers discover, engage with and buy from brands.
In this landscape, structured creator networks mutually benefit brands and creators. They build community and loyalty in ways traditional advertising cannot, while giving creators the tools and resources they need to turn passion into a sustainable business — a win-win.
The creator economy isn't slowing down. If anything, it's becoming more essential to brand strategy. Companies that empower creators — offering real support, building trust and fostering community — will be the ones that build a lasting brand legacy.
The future isn't just about reaching audiences and generating clicks. It's about building together every day to shape culture, commerce and community.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
7 minutes ago
- Yahoo
Tesla Starts Long-Awaited Robotaxi Service With Low-Key Rollout
(Bloomberg) -- Tesla Inc. rolled out its long-promised driverless taxi service to a handful of riders Sunday, a modest debut for what Elon Musk sees as a transformative new business line. Bezos Wedding Draws Protests, Soul-Searching Over Tourism in Venice One Architect's Quest to Save Mumbai's Heritage From Disappearing NYC Congestion Toll Cuts Manhattan Gridlock by 25%, RPA Reports The first robotaxi trips were limited to a narrow portion of Tesla's hometown of Austin, with an employee in each vehicle keeping tabs on the operations. The carmaker hand-picked a friendly crop of initial riders, which featured investors and social-media influencers who live-streamed their trips. In one video, Herbert Ong, who runs a fan account, marveled over the speed of the vehicle and the ability to park autonomously. Another influencer with the @BLKMDL3 handle on X said the trip was 'smoother than a human driver.' Sawyer Merritt, a Tesla investor who runs an account focused on the company, called the experience 'awesome.' With no kickoff event and little in the way of formal announcements, Tesla has relied largely on word of mouth and media coverage ahead of the robotaxi launch, which comes about a decade after Musk began talking about the possibility. The unveiling was uncharacteristically low-key for a company that held a 'Cyber Rodeo' to mark a Texas factory opening in 2022 and an invite-only party near Hollywood last year to unveil autonomous products. Musk is reorienting the carmaker around hyped-but-still-unproven technologies including self-driving vehicles and humanoid robots. Some investors are counting on new markets to revive Tesla following a sales slump and consumer backlash against the chief executive officer. Its shares have tumbled 20% this year. 'Robotaxis are critical to the Tesla investment case,' Tom Narayan, an analyst with RBC Capital Markets, said in a note. About 60% of Narayan's valuation for the shares is attributable to the self-driving vehicles. The videos of the robotaxi launch posted Sunday were largely mundane, showing Model Y SUVs driving short distances, navigating intersections, avoiding pedestrians and parking — albeit with no one sitting in the driver's seat. There were some hiccups, like when one streamer tested a button to have the vehicle pull over and it instead briefly stopped in the middle of a road before the vehicle began moving again. The first riders are being charged a flat rate of $4.20 per trip, Musk said Sunday, though it's unclear what pricing will look like longer term. Robotaxis will be available between 6 a.m. and midnight daily within a geofenced area of the city, not including the airport, according to terms of use that some early riders posted. Service may be limited or unavailable in foul weather. The launch marks a crucial test for Tesla, which is using only 10 to 20 vehicles at first. It's aiming to show it can safely and successfully navigate real-world traffic, which has tripped up some other companies and brought regulatory scrutiny. Cruise, the now-defunct autonomy business of General Motors Co., grounded its fleet in late 2023 and had its operating license suspended in California following an accident that injured a pedestrian. Uber Technologies Inc. ceased testing self-driving vehicles after one of its SUVs struck and killed a pedestrian in Arizona in 2018. Less than three years later, the company agreed to sell its self-driving business. While Tesla hasn't said when the robotaxi service will open to the general public, Musk has pledged to scale up quickly and expand to other US cities in the near future. The company faces a crowded market in Austin. Waymo, which is owned by Google parent Alphabet Inc., is scaling up in the city through a partnership with Uber. Inc.'s Zoox is also testing there. Dan Ives, an analyst with Wedbush Securities who rates Tesla outperform, said he expects robotaxis to be competitive with Waymo from the start. After a member of his team rode in one Sunday, the analyst told Bloomberg the robotaxi user experience was 'better than expected.' Luxury Counterfeiters Keep Outsmarting the Makers of $10,000 Handbags Is Mark Cuban the Loudmouth Billionaire that Democrats Need for 2028? Ken Griffin on Trump, Harvard and Why Novice Investors Won't Beat the Pros The US Has More Copper Than China But No Way to Refine All of It Can 'MAMUWT' Be to Musk What 'TACO' Is to Trump? ©2025 Bloomberg L.P.
Yahoo
8 minutes ago
- Yahoo
Dollar firms as markets brace for Iran response to US attacks
By Ankur Banerjee SINGAPORE (Reuters) -The U.S. dollar firmed slightly on Monday as anxious investors sought safety, although the moves were muted so far suggesting markets were waiting for Iran's response to U.S. attacks on its nuclear sites that have exacerbated tension in the Middle East. The major moves were in the oil market, with oil prices hitting a five-month high, while global stocks slipped in the first market reaction to the U.S. attacks over the weekend. In currency markets, the dollar advanced broadly against most rivals. It was up 0.25% against the Japanese yen at 146.415 after touching a one-month high earlier in the session. The euro was 0.33% lower at $1.1484, while the Australian dollar, often seen as risk proxy, weakened 0.2% to $0.6437, hovering near its lowest level in over three weeks. That left the dollar index, which measures the U.S. currency against six other units, 0.12% higher at 99.037. Sterling was 0.25% lower at $1.34175, while the New Zealand dollar also fell 0.24% to $0.5952. Carol Kong, currency strategist at Commonwealth Bank of Australia, said the markets are in wait-and-see mode on how Iran responds, with more worries about the positive inflationary impact of the conflict than the negative economic impact. "The currency markets will be at the mercy of comments and actions from the Iranian, Israeli and U.S. governments. The risks are clearly skewed to further upside in the safe haven currencies if the parties escalate the conflict." Iran vowed to defend itself a day after the U.S. dropped 30,000-pound bunker-buster bombs onto the mountain above Iran's Fordow nuclear site. American leaders urged Tehran to stand down while pockets of anti-war protests emerged in U.S. cities. In a step towards what is widely seen as Iran's most effective threat to hurt the West, its parliament approved a move to close the Strait of Hormuz. Nearly a quarter of global oil shipments pass through the narrow waters that Iran shares with Oman and the United Arab Emirates. "Markets appear to be treating the U.S. strikes on Iran as a contained event for now, rather than the start of a broader war," said Charu Chanana, chief investment strategist at Saxo. "The muted haven flows suggest investors are still assuming this is a one-off escalation, not a disruption to global oil supply or trade." While the dollar has reprised its role as a safe haven due to the rapid escalation in geopolitical tension, the relatively muted moves suggested investors remain wary of going all in on the greenback. The U.S. currency has dropped 8.6% this year against its major rivals as economic uncertainty from President Donald Trump's tariffs and concern over their impact on U.S. growth has led to investors scurrying for alternatives. In cryptocurrencies, bitcoin was up 1.3% in early trading after dropping about 4% on Sunday, while ether rose 2.3% on Monday after sliding 9% in the previous session. Sign in to access your portfolio
Yahoo
12 minutes ago
- Yahoo
5 Ways Retirees Can Protect Their Savings In Trump's Economy
The first several months of President Trump's presidency have proven tumultuous for many retirees. Stocks plummeted in early April following 'Liberation Day' tariffs. Other economic policies, such as the One Big Beautiful Bill (OBBB), could further wreak havoc on the finances of retired Americans. Read Next: See Now: Retirees are understandably concerned whenever economic turmoil hits, as their income-earning years are often behind them. Here are five ways retirees can safeguard their savings during Trump's second term. Trump's sweeping tariffs have roiled markets since early April. Reciprocal tariffs are on pause until July 9. Unless action is taken to further delay or reduce those tariffs, the cost of many goods could increase significantly. For retired Americans, this spike can damage budgets. Items from major appliances to cars could substantially increase in cost. New cars priced under $40,000, for example, could increase by $6,000, according to Kelley Blue Book. Making unplanned purchases isn't wise, but retired Americans budgeting and planning for a major purchase may want to act now to avoid overpaying once tariffs hit. A topsy-turvy stock market is particularly problematic for retirees. They need to be able to survive the storm without having to dip into retirement savings when emergencies arise. Retirees should aim to have at least one to two years of living expenses set aside. Such an amount provides a two-pronged safety net: it helps retirees avoid selling when investments are down and provides security if a true emergency hits. Consider a high-yield savings account or a certificate of deposit (CD) to house the savings to maximize interest. Try This: It's rarely good to time the market. However, turbulent times do provide a good opportunity to assess your portfolio. Perhaps it's a good time to adjust your portfolio to reduce needless exposure to risk. Having an investment plan is vital during such times, as it can help guide decisions. Speaking with a financial advisor is a wise choice for retirees who are unsure about what to do. The advisor can help protect against emotional decisions that will negatively impact your nest egg. They might help direct you to strategies to benefit you, such as tax-loss harvesting, to reduce your tax burden. Healthcare costs are a common concern for retirees. Trump may have his sights on something that could drive increased costs for many retirees — tariffs on foreign-made medicines. This is on top of Trump reversing President Biden's efforts to cap costs on prescription drugs for Medicare and Medicaid recipients. One way some retirees can manage increased costs is by contributing to a health savings account (HSA). Retirees can contribute to HSAs so long as they're not enrolled in Medicare. HSAs provide numerous tax benefits, including the ability to withdraw funds tax-free if they're for a qualified medical expense. Claiming Social Security is a personal decision, but delaying benefits can increase payouts up to 30% for some Americans, according to the Social Security Administration. This could greatly help retirees who don't need the funds now. Delaying won't work for all retirees, but it's worth considering if you can live off of other savings or investments. Trump has promised to eradicate federal taxes on benefits, but it's not included in his current version of the OBBB. It does provide a temporary increase in the standard deduction for older Americans, which could reduce taxable income for Social Security recipients. Understandably, many retirees may want to take action in light of the headlines. The best course of action is to stay informed and educate yourself as to how upheaval may impact your savings. A financial advisor can be a great resource to use to help make knowledgeable decisions that will protect your finances. More From GOBankingRates Mark Cuban Warns of 'Red Rural Recession' -- 4 States That Could Get Hit Hard 10 Genius Things Warren Buffett Says To Do With Your Money 10 Cars That Outlast the Average Vehicle This article originally appeared on 5 Ways Retirees Can Protect Their Savings In Trump's Economy Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
