Our newsletterVendor reportGWI, 2026
20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers
Channel validation
Share of each generation who discover new brands via influencer endorsements
Share of each generation who discover new brands via influencer endorsements| Generation | Share who discover brands through influencers (%) |
|---|---|
| Gen Z | 20% |
| Millennials | 17% |
| Gen X | 12% |
| Baby Boomers | 5% |
- Reader Note:
- Share of each generation who name influencer endorsements as a way they discover new brands. This is a self-reported discovery channel, not measured campaign performance. Source: GWI Core, GWI’s continuous online survey of 1M+ people a year aged 16-64 in 53 markets. The report gives no sample size or fieldwork dates for this figure.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Continuous online survey research among individuals aged 16-64 (or 16+) in 53 markets worldwide; over 1 million respondents annually, with some additional topic-specific GWI studies and a US weekly study used where relevant.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source never says when this data was collected. It could be considerably older than the publication date suggests.
- The source never says how this number was measured.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
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