The Information’s Creator Economy Summit on Wednesday took place against the backdrop of a looming downturn and rising inflation. Reduced consumer spending would cut to the core of the creator economy. Sponsorships with brands are the top way many creators make money. If advertisers reduce spending this year, that could impact creator earnings—and the startups serving them.
It was a topic that came up throughout the day, and I heard a range of views on what this means for the creator economy. For Dominique Broadway, a personal finance creator who sells online courses, brand partnerships are not her main income source. But there are still reasons she is bracing for tougher times. “People will be holding onto their purses a little bit tighter,” she said. “People aren’t buying things that are considered luxuries.”