For Gen Z, personal branding seems to be the only way out financially

In a world marked by economic uncertainty, the explosion of social media, and the erosion of traditional professional benchmarks, Generation Z (born between 1997 and 2010) seems to have found a new survival strategy: personal branding. Between LinkedIn and TikTok, this practice, once reserved for entrepreneurs or celebrities, is now seen as a necessity to exist and thrive in the job market. Personal branding, or "brand personal" in French, refers to all the efforts made by an individual to promote their image, skills, values, and uniqueness just like one would do for a product. The goal: to stand out, attract recruiters or clients, and sometimes, simply, to make a living. For many young people, it’s no longer just about presenting themselves, but about selling themselves. Life coaches, digital marketing experts, and online trainers all hammer home the same message: building your personal brand is essential. They encourage regular posting, maintaining an image, telling your story, and building a community. This phenomenon goes beyond the professional sphere: it’s also about cultivating influence, opening doors, and generating income.

The numbers speak for themselves. In the United States, according to a study by Morning Consult, 57% of Gen Z members would like to become influencers if given the chance, and 30% would be willing to pay to become one. In France, the Cetelem Observatory in partnership with Harris Interactive revealed that 50% of young people from this generation see themselves in this profession, compared to only 21% on average among older generations. The dream of a stable job seems to be giving way to the ambition of a self-made career through networks and visibility. This choice is also a response to an unstable professional environment: job insecurity, difficulties in entering the workforce, and stagnant wages. In this context, monetizing one’s image may appear as one of the few paths toward a comfortable life, even a form of independence. Becoming your own business is to offer oneself the illusion—or the reality—of control over one’s destiny, as brand strategy consultant Eugene Healey explains in an Instagram video. He clarifies that young people aren’t necessarily looking to become influencers but to access the freedoms that this career offers. Economic freedom first: the meteoric success of figures like Léna Situations or Squeezie is the dream of a generation often facing financial difficulties. This is complemented by geographical flexibility, with the possibility to work remotely, without fixed hours, and creative freedom, rare in more traditional jobs.

Thus, it’s not so much content creation itself that attracts young people, but the fact that in today’s society, the creator profession seems to offer the best living conditions. On the other hand, professions that are essential for the smooth functioning of society, such as teaching or nursing, are undervalued with low salaries and unattractive working conditions. Another point that attracts young people to the influencer career is the fact that, apparently, no specific skills are required to pursue this job. The only necessary tools seem to be a smartphone and an internet connection. Even the most famous influencers all sing the same tune: "If I made it, you can too!" "I started filming myself with an iPhone 6 and now look where I am.", feeding the false impression that it’s easy for everyone. An analysis by Andelek revealed that 97.5% of creators on YouTube don’t earn enough to reach the poverty line in the United States, highlighting that most of the income is concentrated in the hands of a minority of creators. The few established influencers monopolize the discourse on the financial reality of this profession, which is far less glamorous than it appears.

Previously, a good degree guaranteed a stable career with regular income. Today, that’s no longer the case. Educated young people, sometimes overqualified, struggle to land a permanent job with a robust salary and healthy, reasonable working conditions. It may be easy to point the finger at young people aspiring to these "superficial" careers. But given the current state of our world, this phenomenon seems like a logical consequence that can only be reversed through a profound change in our system and what our society chooses to value.