"A new generation of influencers has come on the scene..."

 

"Long before the term “influencer” was coined, young people played that social role by creating and interpreting trends. Now a new generation of influencers has come on the scene....

Young people have become a potent influence on people of all ages and incomes, as well as on the way those people consume and relate to brands. "

https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#/