Unilever is moving half its spend to creators as the creator economy doubles
StatTrends
Unilever plans to increase creator spend from 30% to 50% of its budget, and Goldman Sachs forecasts the creator economy will be worth $480 billion by 2027, up from $250 billion in 2023. Creator budgets are compounding, not experimenting.
Source
VML, The Future 100: 2026 (2026)
VML Intelligence (Emma Chiu, Marie Stafford)
The Future 100: 2026, The sovereign creator, s. 105; Ad Age Future of Advertising 2030; Goldman Sachs
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