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The creator economy has evolved from a marketing tactic to a C-suite priority, driven by a cultural shift that positions creators at the core of brand strategy. Over the past decade, it has transformed from a niche segment of digital culture into one of the most powerful forces shaping modern businesses.
Today, creators sit at the epicenter of consumer attention, shaping purchasing decisions, brand perceptions, and cultural trends at scale. This evolution didn’t happen by accident. The movement from the fringes of culture to the mainstream was propelled by creators’ ability to authentically connect with audiences, build communities, and operate as entrepreneurial media company owners. In doing so, they’ve transformed how brands connect with customers and reshaped the core of modern marketing and communications.
Creators have proven they’re more than content producers or influencers. They’re strategic partners shaping the future of business. In 2023, many C-suite executives reached a new level of familiarity and comfort with the creator economy as the industry continued to evolve. Now, part way into 2025, that awareness is cementing. Creators are no longer an experimental line item in the marketing budget; they’re critical growth partners driving innovation, storytelling, and consumer loyalty.
Embrace the creator economy
Creators have become a boardroom priority. They’re shaping conversations at marketing events, influencing business meetings, and redefining how brands connect with consumers. My biggest piece of advice? Plan early and plan integrated. A creator strategy shouldn’t be an afterthought—it should be embedded from the start, whether in a campaign’s early planning stages or during product development. Creators don’t just understand the audience; they are the audience. And they’re masters of the platforms where real influence happens today.
By embracing this early on, brands will position themselves for long-term relevance. Those that hesitate risk falling behind, as creators continue to command cultural and consumer influence.
The rise of creators is part of a bigger cultural shift, and brands can’t afford to ignore it. The creator revolution is changing what consumers expect and how businesses drive product awareness and sales.
This year, we’ll see more creators diversify their collaboration as strategic partners across multi-dimensional industries. The conversations that began as niche marketing discussions are now guiding decisions in innovation labs, investor presentations, and executive off-sites.
Creators are shaping brands
Creators aren’t just marketing assets anymore. They’re reshaping how we think about building brands from the ground up.
“Today, creators are redefining how stories are told, connecting with audiences in deeply personal and immediate ways. Prioritizing creators isn’t just an opportunity—it’s essential, which is why the Tribeca Festival launched its creators vertical in partnership with the Whalar Group last year,” said Chris Brady, president, global chief commercial officer at Tribeca Enterprises. “Creators are shaping culture, driving conversations, and changing the future of entertainment. To stay competitive, global brands and platforms must recognize them as essential voices in this new era.”
The time for hesitation is over. Brands that see creators as mere marketing tools will be left behind. Those that embrace them as strategic partners and extensions of their team will shape the future, while the rest struggle to keep up. The creator economy isn’t just here to stay—it’s a growing focus in the boardroom, and in 2025, it will distinguish the leaders from the followers.
Neil Waller is co-CEO and cofounder of the Whalar Group.
