Actually, I don’t. But in a recent piece at The Atlantic Katherine Hu wonders if “influencing” is the “new American dream.” Here is a taste:
Fifty-four percent of young Americans would become an influencer if given the chance. This statistic, from a 2019 Morning Consult report, has made the rounds and been profusely ridiculed by people online. But if you look a little deeper, this desire reflects a deep economic pessimism on the part of Gen Z. A 2022 survey found that 23 percent of the generation never expects to retire, while 59 percent does not own or expect to own a home in their lifetime, numbers that were higher than for any other generation surveyed. Gen Z was also more likely to work multiple jobs and do independent work, despite many of them wanting more permanent roles.
We haven’t yet seen how Gen Z’s financial prospects will shake out. But homeownership and retirement are much more distant goals than they were a few decades ago. Although Gen Z could make a financial comeback, like Millennials have, their current uncertainty is shaping how they approach traditional work norms, and how they might transform the labor system as they age further into the workforce.
Influencing, in the context of inflation and mass layoffs, can appear to be the new American dream for Gen Z. Watching someone film their own life and make a disproportionate amount of money from doing so, without being beholden to anyone, seems like an appealing way to avoid financial uncertainty. The payoff can be life-changing. Seeing the rise of successful influencers (or even your high-school friend who decided to start regularly posting on TikTok), you might be easily convinced that if you keep posting videos, follow other creators, and engage with your viewers, you, too, could pull in $20,000 for a single Instagram post.
But the dream is deceptive. Influencing may appear to be a different type of labor—or not be labor at all—but it still falls into the same traps as traditional work. Not everyone succeeds, for one. As Alice Marwick, an associate communication professor at the University of North Carolina at Chapel Hill, explains, most discussions around influencers focus on mega influencers (commonly defined as those with more than 1 million followers): the kind who can live in luxury based solely on their content. “But that’s the tiniest tip of the pyramid,” Marwick told me. “Beneath them, there’s thousands and thousands and thousands of people who are trying to do the same thing, but not succeeding.” For those people, she explains, it’s one of many stressful careers with long hours and no guarantee of success.
Read the rest here. Yesterday I taught Dorothy Sayers’s essay “Why Work.” I wish I had read this piece before class.