In 2020 two factors have come forward to reshape both the influencer marketing industry and digital culture at large: the purchasing power of Gen-Z and the global pandemic. 
 
While Gen-Z has been a driving force behind the growing shifts in digital culture, the pandemic brought with it a global shutdown and self quarantine orders that saw consumers have to rethink everything from their personal interactions to how they shop. 
However, despite the dire circumstances, post covid society has seen a rapid acceleration of digital adoption, the global pandemic cementing the shifting digital trends first embodied by Gen-Z.
 
Together, these agents of change are moving brands, industry, and society into a new age of digital connectivity. Here are some takeaways: 

– The average Gen-Zer spends 30% more time online than previous generations.
​- They also have increased purchasing power. 36% of household purchases are influenced by Gen-Zers.
​- Despite this, brand trust is down among Gen-Z, with only 43% percent of the group trusting established brands.
​- Content consumption as well as content creation has risen.
​- By 2022 82% of content will be video content.
​- Brands are taking advantage of user-generated content or UCG in order to fill the gaps in production and relate more to consumers.
​- 72% of U.S consumers want to see their values reflected by the brands and influencers they follow.
​- Live stream viewership grew by 99% over the previous year during the pandemic.
​- More brands are investing in personalized experiences to keep users engaged. 80% of consumers are more likely to purchase a product if the experience is personalised.
​- Traditional demographics are quickly becoming obsolete as identifiers, with consumers tending to form communities around shared values.