A new survey found that 57% of Gen Zers said they would quit their day job to become an influencer if given the chance, which a brand expert translated to mean that more than half of the coming-of-age respondents “believe people can easily make a career in influencing.”
Decision intelligence company Morning Consult released its September 2023 brand report, which, after surveying over 2,200 US adults and Gen Zers aged 13 to 26 who are active on social media, concluded that “consumer behaviors and attitudes may be constantly evolving, but the allure of influencers and the draw of becoming one! remains notable.”
Nearly 60% of respondents in Generation Z — who were born between 1997 and 2012 — said they would take the job of social media influencer over their current gig, while 41% of adults would opt for the role, which sees people earning money to post photos and videos endorsing a product or service.
Of those Gen Zers, 53% believe being an influencer is a reputable career choice, and three in 10 teens and young adults even said they would pay to become an influencer.
For Gen Zers who would become influencers, 22% said they would post about gaming, while 10% fantasize about endorsing beauty and skincare products.
Young people said they’d be least interested in being an influencer with a niche in drinking, home design, politics or social causes, the Morning Consult survey found.
Most adults, meanwhile, don’t know what they would post about, followed by 13% that said they would create food content and 8% who would share posts on music.
Ellyn Briggs, a brands analyst at Morning Consult, told CNBC that TikTok makes influencing seem like a more plausible career than ever thanks to its “no-frills, direct-to-cam and low-editing content.”
TikTok has “broadened the amount of people who feel influencing is accessible to them,” Briggs added, who said the survey results show Gen Zers “believe people can easily make a career in influencing.”
Briggs attributed young people’s desire to influence to the ability to make money, work flexible hours and do fun tasks.
And as an interest in becoming an influencer has grown, so has social media users’ trust in the online endorsers.
A staggering 61% of Gen Z and millennial survey respondents said they trust social media influencers — an increase from the 51% that trusted these highly-followed users in 2019.
Gen Zers don’t appear deterred by the “not insignificant amount of content creator controversies” that have gone viral or gotten users cancelled in recent years, Briggs said.
Among the most prominent influencers to fall victim to cancel culture include James Charles, Jeffree Star and Jenna Marbles.
Charles, and ultra-popular beauty YouTuber, was temporarily blocked from monetizing his content on the video-sharing site back in 2021 after it was alleged that he, then 21, used his status on the site to bait and groom minors, including two 16-year-old boys who say they engaged in direct message conversations.
Star — who started his social media career out on MySpace before launching a YouTube channel in 2006 to post makeup tutorials — was cancelled in 2020whenInsiderinvestigated claims that Star drugged men.
And Jenna Marbles, formally known as Jenna Mourey, peaked at over 20 million YouTube subscribers before yanking her channel from the platform following allegations of blackface in 2020.
LAS COLINAS, Texas — Ohio State athletic director Ross Bjork told leaders of the College Football Playoff on Tuesday that the sport’s calendar needs to change, and it’s a critical component as they consider the playoff’s future format.
Bjork, just months removed from watching his Buckeyes win the national title, attended a portion of the annual CFP spring meetings to provide feedback with the three other athletic directors who participated in semifinals and hosted first-round games: Texas athletic director Chris Del Conte, Penn State athletic director Pat Kraft and Notre Dame athletic director Pete Bevacqua, who is part of the CFP’s management committee along with the 10 FBS commissioners.
Bjork said CFP executive director Rich Clark asked if he had one major point he wanted to make before leaving.
“We’ve had so many disruptions over the last five-plus years that I think the time is now to not be reactive, be proactive,” Bjork told ESPN. “When we had this setting here with the commissioners, our job was to provide feedback on what was it like to go through the 12-team playoff … but it all gets impacted by the calendar. I felt it was important to lay that out with everyone in the room to say, separate from the CFP process, if we don’t fix our calendar as an industry, then we’re going to continue to have unintended consequences.”
Bjork shared with the commissioners the perspective of a school trying to win a national title while classes had begun Jan. 6. Ohio State’s academic advisers traveled with the team to the semifinal and national title game, he said, but some athletes missed class and the school had to apply for waivers around the countable athletically related activities, which limits schools to 20 hours of practice time while classes are in session.
“When you don’t have class, there is no limit to CARA hours,” he said, noting that Texas started classes later. “It created some disadvantages. It all goes back to what’s countable CARA hours, NCAA structure. The portal is the next big conversation after the House case and truly what kind of rules can we set? Will we have the authority around transfer rules to set some parameters?”
Bjork said the transfer portal needs to move to a 10-day period in May for fall sports because if the NCAA House settlement is approved, most of the players are going to be signing revenue share agreements with the schools from July 1 to June 30.
“May makes the most sense” to align player contracts with the portal, Bjork said.
Bjork, who said he’s on the implementation committee for the House settlement, said “if everyone follows the structure, it’s going to be a great structure.”
“And everyone has to follow the rules,” he said, “and agree that this is the structure, which we have to. If we don’t do that, then what good is the settlement?”
The American president cannot tell the Federal Reserve chair what to do – and that is by design.
But Trump could fire Powell if he chose to – unprecedented as that would be.
You only need to look at the market reaction to Trump’s language about Powell for a hint at how his firing would impact the global economy.
“Powell’s termination can’t come fast enough,” Trump said last week.
On Monday, he called Powell a “major loser”. This schoolyard language has global economic implications.
The markets – including the all-important bond markets – reacted with sell-offs at the end of the day.
Image: Donald Trump leaves the Rose Garden after announcing Jay Powell as his nominee to become chairman of the US Federal Reserve in 2017. File pic: Reuters
Powell is a registered Republican. Trump hired him as Fed Reserve Chair during his first term but the relationship became fractious, fast.
Yet Trump did not remove him back then.
The position has a four-year term and President Joe Biden nominated him to a second term in 2022. That gives him until 2026.
Trump sees Powell increasingly as a barrier to his agenda. Trump’s ‘burn hot’ economy ideology does not align with Powell’s more pragmatic centrist ideology.
He is unable to influence and bend Powell in the way that he has done with his own cabinet and members of Congress.
In his first term, Trump was talked out of removing Powell. But we know this second term is wholly different. He was talked away from the edge on many issues during his first term. This time, in many areas, he’s jumped.
Remember, Trump forced out two FBI directors – one in each term – because neither was considered to be loyal enough. The FBI, like the Federal Reserve, is considered traditionally to be independent.
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13:27
Could Trump make a deal with the UK?
Of course, the Federal Reserve has a profound global influence in a way the FBI, as an institution, does not.
The fed chair, with his role in setting interest rates and so much more, is arguably the last powerful, independent pillar of the economic policy structure in the US.
Congress has largely devolved its role to Trump and the executive branch, as illustrated by his tariff plans (which Congress could have influenced but chose not to).
Donald Trump’s removal of Jay Powell and replacement with a compliant loyalist could fundamentally shake the global economy.
Powell is one of the few reliable actors left defending economic stability in the US
Donald Trump’sdisparagement of Jay Powell as a “major loser” is not the first time he has insulted the man he appointed as chair of the US Federal Reserve in 2018.
The president appears to have had buyer’s remorse from the moment he approved the former investment banker to fill a post that is fundamental to US economic stability.
Trump was calling for the Fed to cut rates and stimulate the economy long before he was re-elected, but online barbs have more consequence when fired from the Oval Office than the campaign trail.
Equivalent to the Governor of the Bank of England, the chair of the Federal Reserve ultimately directs US monetary policy, including the setting of short-term interest rates, with the aim of maintaining high employment and stable inflation.
That makes Powell a crucial figure amid the chaos and incoherence of Trump’s economic policy, which in less than 90 days has shattered the certainties that made America the world’s largest economy, and the dollar the global reserve currency.
Image: Jay Powell speaks to the media in March. File pic: Reuters
The market reaction to Trump’s venting against Powell, and briefing that his administration is considering ways to remove him from office, suggests investors fear it will make a bad situation worse.
As traders returned from the Easter weekend with the president’s criticism of Powell ringing in their ears, the “Trump slump” deepened.
US stocks and the dollar fell, while yields on US Treasuries – the mechanism by which the government borrows money – rose, indicative of falling bond prices as investors dumped US debt.
Gold prices, meanwhile, hit a record $3,500 an ounce as investors piled into what remains the pre-eminent “safe haven” asset in times of uncertainty.
The combination of falling equity, currency and bond prices is a toxic trifecta more usually associated with emerging economies in political crisis, not the mighty United States.
We saw something similar here in 2022, when Liz Truss and Kwasi Kwarteng’s unfunded tax cuts, presented without an independent assessment from the Office for Budget Responsibility, caused a run on the gilt market.
Then it was the Bank of England that stepped in to stabilise the bond market.
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1:03
How will tariffs impact you?
What’s happening in the US is both bigger and more consequential.
Trump’s tariff program, seemingly imposed and withdrawn by presidential whim, has already proved disastrous for market sentiment, with expectations of higher inflation and lower growth, at home and globally, set to be confirmed by the International Monetary Fund in Washington this week.
Powell and the Fed are among the few reliable actors in this drama, with markets betting their next meeting in May will see rates held, in part because of inflationary policy made in the White House.
The prospect of Powell being replaced by a more pliant figure hand-picked by Trump would pull another block from the wobbling Jenga tower of US economic credibility.
The independence of the Fed is one of the foundations of American stability, an assumption that underpins the $29 trillion Treasuries market that makes the world’s debt go round.
If investors large and small, state and private, fear that the US is not good for that debt, it could be calamitous for American pre-eminence and the global economy.
Powell’s term ends in 2026 and he believes he cannot be removed by presidential decree.
That does not mean he will not face more pressure to stand aside.
No matter how badly a fleet wants to electrify their operations and take advantage of reduced fuel costs and TCO, the fact remains that there are substantial up-front obstacles to commercial EV adoption … or are there? We’ve got fleet financing expert Guy O’Brien here to help walk us through it on today’s fiscally responsible episode of Quick Charge!
This conversation was motivated by the recent uncertainty surrounding EVs and EV infrastructure at the Federal level, and how that turmoil is leading some to believe they should wait to electrify. The truth? There’s never been a better time to make the switch!
New episodes of Quick Charge are recorded, usually, Monday through Thursday (and sometimes Sunday). We’ll be posting bonus audio content from time to time as well, so be sure to follow and subscribe so you don’t miss a minute of Electrek’s high-voltage daily news.
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