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Study: Why Millennials and Gen Zs are quitting their jobs to be content creators

Study: Why Millennials and Gen Zs are quitting their jobs to be content creators

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The creator economy has brought to light new full- and part-time career opportunities for content creators across the spectrum, particularly for Gen Z and Millennials who are drawn to unconventional career paths.

According to a recent Adobe study, which defines defines creators as professionals and non-professionals creating original content for their jobs or passions including designers, photographers, filmmakers, illustrators, hobbyists and more, today, 17% of global creators are already business owners, while 39% aspire to become a business owner in the future. Since 2020, more than 165 million creators joined the creator economy. Millennials represent 42% of the Creator Economy, and by comparison, Gen Z represents 14%.

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Nonetheless, while content creation can be a source of income,  it takes time and commitment to be successful. While it remains a side hustle for most, many creators aspire to do more. In fact, two in five influencers were motivated to start creating by the possibility of turning it into a career. Influencers which are a popular subset of creators are defined as those with five thousand followers or more who leverage social media to influence their audience. Currently, influencers make up only 14% of the global creator economy.

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For the majority of creators, creating is a hobby or side hustle. Six in 10 creators have full-time jobs.

In Singapore, with 85% of those aged 16 to 24 following social media influencers today, and 67% of them creating content for reasons ranging from hobbies to a source of income, the creator economy has augmented the possibilities of content creation as a career or a side hustle.

What drives many of these creators is the opportunity to advance conversations around social causes online, taking action to support ones that are important to them personally. Around 95% of global creators are taking action to advance or support causes or issues important to them.   Food and housing security (62%), social justice (59%) and climate change (58%) top the list of causes most important to creators around the globe.

By using their creativity and influence to advance social causes, creators believe they can drive awareness (51%), give a voice to those who otherwise wouldn’t have one (49%) and make it easier to voice opinions on social causes (47%).

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According to a study by McCann on the attitudes and behaviours of Gen Zs, Singapore ranks second in the APAC region when it comes to Gen Zs (91%) believing that their generation has the power to influence a brands’ actions for the better. Around 74% of Singaporean Gen Zs also believe that social media empowers people to have a voice.

With the proliferation of social movements online spotlighted by social-conscious youth and ameliorated by the power of social media, content creation is becoming an increasingly powerful driver of activism.  

Content creation remains a noteworthy outlet of expression, as global creators and influencers use or create social content to maintain a positive mood. In fact, it is ranked as a top necessity for mental health, with 47% of influencers and 30% of creators ranking them as one of the top three most important activity in helping with good mental health. 

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