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# Gen Z Creator: 200 Brands Quietly Abandoned Influencer Marketing
- URL: https://adjacent.media/signals/gen-z-creator-200-brands-quietly-abandoned-influencer-marketing/
- Published: 2026-08-29T16:08:14.000Z
- Updated: 2026-08-29T16:08:14.000Z
- Description: A 19-year-old marketplace operator with direct visibility into brand-creator deals reports systematic pullback from influencer partnerships.
- Author: Jonathan Greene
- Tags: #signal, theme-consumer, creator economy, influencer marketing, attention economy

Source: [The Next Web](https://thenextweb.com/news/brands-give-up-influencers-ugc-creator-economy?ref=adjacent.media)

A 19-year-old marketplace operator with direct visibility into brand-creator deals reports systematic pullback from influencer partnerships. The 2023-2024 period marks a genuine correction: brands have measured ROI against the inflated costs of mid-tier and macro-influencer campaigns and are shifting capital toward owned channels or micro-creators with demonstrable conversion. These exits are quiet—no public statements, just account inactivity—because the influencer-marketing industrial complex (agencies, platforms, talent networks) remains incentivized to obscure the retreat.