The creator economy has moved beyond niche marketing – it’s now central to how brands build trust and grow. It’s a $250 billion global force reshaping how brands build loyalty, drive engagement and grow their businesses. Once viewed as a playground for influencers, today’s creator economy is at the center of serious business strategies — and it’s only getting bigger. Goldman Sachs predicts it could nearly double to $480 billion by 2027, according to their 2023 Creator Economy report.
Brands are adapting fast. Across industries, businesses are moving from traditional influencer partnerships to more structured, community-driven programs. They’re not just sponsoring creators – they’re building platforms to empower them.
The Rise of the Creator Economy
Social media has democratized content creation, and consumers increasingly trust the voices they follow online – especially millennials, Gen Z and even Gen Alpha, generations shaping the future of brand loyalty. According to a recent study from Sprout Social, 61% of consumers say they trust recommendations from creators more than they trust brand advertising.Creators bring authenticity, relatability and niche expertise — the ingredients brands need to build real connections in a crowded digital marketplace. Even for a home improvement brand like Lowe’s, creators are valuable partners who help to build credibility and affinity.
Statista reports there are now over 200 million creators globally, ranging from full-time digital entrepreneurs to part-time hobbyists. These creators aren’t just marketing channels. They are community leaders, entrepreneurs and culture builders.
The shift has been so significant that it even dominated conversations at CES this year, where a panel on the creator economy highlighted how creators are reshaping not only marketing, but commerce and culture at large.
From Influencer Marketing to Creator Empowerment
Brands today are rethinking what it means to partner with creators. In the past, traditional influencer marketing was transactional — one post, one campaign. But the new wave of partnerships is deeper and more collaborative.
Companies now are building communities that help creators grow their brands, not just promote products. These programs offer tools like customizable storefronts, access to startup funding for business ventures, product samples, project sponsorship and long-term sponsorship opportunities — a far cry from the one-off campaigns of a few years ago.
Retailers are taking note. Lowe’s, for example, recently launched the first creator network in home improvement and DIY, designed to support creators at every stage of their journey. Their platform provides opportunities for creators to build real-world projects, inspire their audiences and grow sustainable businesses. Early partnerships include digital creators like MrBeast, DadSocial and Chris Loves Julia, signaling a move toward community-building rather than simple brand endorsements.
These programs are not just marketing tactics, they’re growth strategies. Empowering creators to build authentic relationships with their audiences leads to deeper loyalty and long-term trust – and the brands that they partner with will reap the benefits.
The Next Phase: Community, Commerce and Culture
As the creator economy matures, brands that succeed will be the ones that recognize creators as more than content producers. They are entrepreneurs, innovators and community builders.
The most forward-thinking companies are blending commerce and culture, embracing a wide range of creators – from household names to niche leaders, who inspire real-world action, not just digital clicks. By investing in long-term partnerships, brands are positioning themselves not just as advertisers but as collaborators in creators’ business growth.
Social commerce is at the heart of this evolution, and it is expected to reach $2.9 trillion by 2026, according to Statista. Creators are leading the way, shaping how consumers discover, engage with and buy from brands.
In this landscape, structured creator networks mutually benefit brands and creators. They build community and loyalty in ways traditional advertising cannot, while giving creators the tools and resources they need to turn passion into a sustainable business — a win-win.
Looking Ahead
The creator economy isn’t slowing down. If anything, it’s becoming more essential to brand strategy. Companies that empower creators — offering real support, building trust and fostering community — will be the ones that build a lasting brand legacy.
The future isn’t just about reaching audiences and generating clicks. It’s about building together every day to shape culture, commerce and community.
-------------------------------------------------------
About the author:
Ilan Berman is Senior Vice President of the American Foreign Policy Council in Washington, DC.
