The Bump Blog

Why Gen Z Is Reshaping Digital Marketing Through Creator Partnership

There is a version of marketing that still assumes a 30-second ad, placed in front of enough eyeballs, will move product. Gen Z did not just stop believing that story — they built an entirely different one, and brands are now scrambling to catch up. Gen Z now makes up close to a quarter of the world's population, and their combined spending power is on a trajectory toward the tens of trillions of dollars within the next decade.