Celeb Endorsers Focus On Attracting Young Consumers

Today’s Celebrity Endorsers Are Hyper-Focused on Attracting Young Consumers

Respondents were asked if they would be more or less likely to visit a fast-food restaurant if it were promoted by their favorite...

Brands have strategically leveraged celebrity stardom by way of partnership for decades, but many companies are now more focused on contracting the celebrities and influencers most prominent among younger consumers, rather than selling to large swaths of the general public.

Forty-one percent of Gen Zers, ages 13 to 23, said they are more likely to visit a fast-food or coffee chain if their favorite celebrity promotes it, on average across actors, musicians and influencers. About the same share (40 percent) said they’re more likely to patronize a fast-casual restaurant thanks to a celebrity partnership.

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