Creators aren’t just reacting to culture anymore—they’re defining it. From snack-aisle showdowns to curated holiday aesthetics, creators are setting the tone for what’s cool, what’s clickable, and what converts. Their influence is moving faster, stretching further, and blurring the lines between entertainment, commerce, and community.

As 2026 approaches, that momentum is only accelerating. Spotify and Netflix are merging the worlds of podcasting and streaming, signaling a new chapter for long-form creator storytelling. At the same time, AI is quietly reshaping how content is produced and personalized—pushing brands to rethink what authenticity really means.

Ovative’s influencer marketing experts are breaking down the most important cultural, social, and platform shifts right now—and equipping brands with actionable insights to navigate what’s next.

In this report, you’ll find:

• The cultural moments brands can tap to drive engagement this holiday season
• How to approach the evolving era of authenticity and AI
• The shifts defining what’s next for creators in 2026