REACH Nationals students at USC. The nation's largest collegiate influencer organization and the source of this report's survey pool.
Gen Z market intelligence drawn from 1,500 verified college students across 100+ universities. Built for brand leaders, CMOs, and growth executives who need to understand how the next generation actually shops, discovers, and trusts.
1,500
Students Surveyed
100+
Universities
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REACH Nationals students at USC. The nation's largest collegiate influencer organization and the source of this report's survey pool.
By The Numbers
82%
of students discover new brands primarily via social media, led by TikTok and Instagram
95.6%
of students follow specific influencers, highlighting the dominance of creator-driven content
60%
have purchased a product based on an influencer or creator recommendation in the past year
79%
of social shoppers have made a purchase through TikTok, the leading social commerce platform
1 in 10
students are already earning money as content creators or small business owners
91%
use AI tools such as ChatGPT for academics, job searching, and daily productivity
42%
have purchased influencer merchandise, showing demand for tangible creator-branded products
60.3%
have purchased a gift based on a creator recommendation in the past year
Brand Discovery
Social Commerce
Influencer Trust
Micro & Local Creators
69%
Mid-tier and local micro-influencers are trusted most by students. They feel authentic, relatable, and real.
Macro Creators
39%
Larger creators still hold influence but are seen as less relatable. Authenticity drops as follower count rises.
Celebrities
29%
Celebrity endorsements rank last in student trust. Brand deals alone don't move the needle. Realness does.
Influence Landscape
Dylan Huey, Founder & CEO of REACH
"College students are not just the next generation of consumers. They are the trendsetters, culture drivers, and digital innovators shaping the future of marketing."
Dylan Huey
Founder & CEO, REACH Projects
For Brand Leaders
01
TikTok is not optional
79% of social shoppers purchase through TikTok. 82% discover brands via social. If your brand isn't on TikTok with a real creator strategy, you're invisible to this generation.
02
Micro over macro, always
69% of students trust mid-tier and micro creators. Only 29% trust celebrities. Budgets that go toward authentic, smaller creators consistently outperform celebrity deals with this audience.
03
Authenticity is the product
Only 18% of students fully trust creator-led brands. The brands that break through earn trust through consistency, community, and content, not just paid placements.
04
The creator economy is their economy
1 in 10 students already earns money as a creator or small business owner. This audience doesn't just consume creator culture. They participate in it. Brands that treat them as collaborators win.
The question is not whether to act.
It is whether you are acting on the right data.
Learn how REACH can help your brand.