Social media activism creates opportunities for grassroots movements to evolve and expand. Some of the best-known examples are the Ice Bucket Challenge, #MeToo and Black Lives Matter, all of which involved successful social media movements (SproutSocial). 

So, how do creators and influencers with a cause go about making a difference?

Influencers with a cause

James Dean was a rebel without a cause, but nowadays social causes are top of mind for creators, according to Adobe’s ‘Creators In The Creator Economy’ global study.

It shows that race, gender and LGBTQIA+ issues are uppermost in the minds of Gen Z creators. The insights like this into what matters to different age groups is fascinating. 

Younger generations are more troubled by diversity, equality and inclusion issues, while boomers are more concerned with climate change, social justice, food/housing security, and the conflict in Ukraine. 

Do creators take action on social causes?

Well…yes, but less in the way of creation than might be expected. Creators are active in advocating for social causes — they discuss causes that concern them with friends/family, express opinions on their stance online, and donate/raise money. 

However, only slightly more than a quarter (28%) use their content creation abilities to create original content advocating for particular causes.

Does creating social cause content make a difference?

“Yes” is the answer from creators across the board, who believe that online content makes a big impact on social causes. This is highest among influencers and social cause creators.

The Adobe study revealed that increasing awareness and making it easier for people to voice opinions on social movements ranked highest as ways that online content can advance social causes. 

Do social causes affect creators’ income?

This is a legitimate concern, but the word on the Adobe street is that creators can monetise social cause content, despite it being potentially sensitive in nature. 

Influencers with a cause were also found to embrace social cause activism rather than shying away from it.

Hats off to Adobe for a fascinating study about creators’ activities and concerns, and trends in the creator economy.

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