Gen Z doesn’t want to be famous anymore

Gen Z has reportedly given up on its once-universal dream of becoming an influencer, sending major shockwaves through the ring-light and podcast microphone industries.

• Just 5% of US adults aged 18-30 currently want to become influencers, according to a new Yahoo poll.
• It marks a dramatic shift from three years ago, when some 57% of Gen Z told Morning Consult they wanted to be an influencer.

Even celebrities are sounding the alarm. Pop star Chappell Roan and Olympic figure skater Alysa Liu are among the young public stars who’ve spoken out in recent weeks and months about the desire for more privacy and less of the baggage that comes with fame.

Unsubscribing from the creator economy

Experts say young people have become far more aware of the risks tied to online visibility, from permanent digital footprints to harassment and stalking. Would-be influencers also cite challenges standing out from the competition in an internet that’s increasingly filled with bots, deepfakes, AI-generated slop, and combative comment sections.

There’s also the money factor. Creators struggle with unpredictable monthly paychecks, higher taxes due to self-employment, and constant anxiety at the prospect of their income streams drying up at any moment.

• And despite public indications to the contrary, the vast majority of influencers struggle to earn enough to make ends meet.
• In 2023, nearly half of content creators who earned money (48%) made less than $15,000, while just 13% earned more than $100,000, per data from NeoReach.

So, what does Gen Z want instead? Yahoo found entrepreneurship ranked highest for career aspirations (18%), followed by intellectual or professor (17%) and doctor (14%).