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The creator economy has evolved from a marketing experiment into a core pillar of modern brand strategy. At the center of this shift is a powerful and still underleveraged segment: multicultural social media influencers — creators who identify as Hispanic/Latino, Black, Asian American, Native, Middle Eastern, and other diverse backgrounds.

These creators are not just participating in the digital economy; they are shaping culture, driving trends, and shifting purchasing decisions across platform

Young Latinos are making waves, driving change not only within their community but across society. While Latino millennials initiated this shift, Gen Z is amplifying it—challenging outdated perceptions and reshaping the narrative around their identity. Frustrated by a lack of representation and tired of stories that don’t reflect their reality, this generation is determined to inspire a new outlook that recognizes their dynamism and influence. READ MORE AT KANTAR