Creators are increasingly prioritising brand quality and shared values over budgets when choosing partnership opportunities, according to new research cited by EMARKETER.
A July survey conducted by Ipsos in partnership with Publicis Media found that 45% of creators rank working with high-quality brands as their top consideration when evaluating brand deals. The findings suggest that brand perception is becoming a decisive factor in influencer collaborations, even before compensation is discussed.
The shift is being reinforced by consumer behaviour. Separate data from the National Advertising Division of BBB National Programs shows that 58% of consumers have made a purchase following an influencer endorsement, highlighting the commercial impact of authentic creator-brand relationships.
Marketers appear to be responding to this trend. A January survey by Sprout Social and Glimpse found that 55% of marketers now use influencer marketing primarily to build credibility and trust, rather than for reach alone.
The Ipsos study, titled “What Creators Want”, surveyed 1,120 creators aged 18–49 across six countries — Canada, France, Norway, Saudi Arabia, the UK and the US — between May and July 2025. All respondents were active professional creators who had previously worked with brands on social campaigns.
The findings underline a growing consensus in the creator economy: brands that fail to signal quality and authenticity risk being overlooked by creators, regardless of budget.
