Children don't dream of becoming firefighters or veterinarians in the future. They don't have their minds set on a career as rock musicians, because now the real stars are internet celebrities. Today, children want to be influencers.
Children find their own media and their own idols. These become influencers. According to the See Bloggers ranking, the most popular influencers in the Polish network in 2022 were: Robert Lewandowski, Wersow, Anna Lewandowska, Frizz, and Marcin Kruszewski.
The latest data presented by Morning Consult shows that 57 percent of Generation Z (born between 1997 and 2012) would be happy to become influencers. A 2021 IQS study ("Aspirations of girls in Poland") shows that 48 percent of girls aged 10-15 considered running a YouTube, Instagram, or TikTok channel to be an attractive career.