Only 5% of Gen Z want to become influencers

Only 5% of Gen Z want to become influencers — down from 57% three years ago

A Yahoo and YouGov survey (May 2026) showed a decline in Gen Z's interest in a content-creator career from 57% in 2023 to 5% — 79% of the generation prefer a private life, and top career goals: tech entrepreneur, scientist, doctor.

Compiled by Sergey KostenchukPublished 2026-08-12Updated 2026-09-18

2026-08-12 Business

💼 Only 5% of Gen Z want to become influencers — down from 57% three years ago

A Yahoo and YouGov survey (May 2026): only 5% of Gen Z want to become full-time influencers — compared to 57% in a 2023 Morning Consult survey. 79% of the generation prefer a private life, top careers: entrepreneur (18%), scientist (17%), doctor (14%).

🌍 Signal of a Creator Economy shift: the flow of authors is shrinking — brands should reconsider influencer strategies.

👤 Fatigue from performance, fear of the instability of fame, pragmatism: Gen Z wants to work quietly and with meaning.

Source 1: https://www.yahoo.com/lifestyle/family-relationships/article/the-celebrity-gen-z-wants-to-emulate-the-most-its-not-taylor-swift-lebron-james-or-mrbeast-110000472.html

Source 2: https://www.cnbc.com/2024/09/14/more-than-half-of-gen-z-want-to-be-influencers-but-its-constant.html

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