The path to purchase has changed—and creators are leading the way. In this full-length keynote from the 2025 Influencer Marketing Show, GRIN’s Head of Marketing, Olivia McNaughten, breaks down how Gen Z and Millennial shopping behavior is being shaped by social discovery, creator recommendations, and short-form video. From Instagram Reels to TikTok hauls, learn why consumers trust creators more than ever—and how brands can adapt to this new, creator-first buyer journey. ✨ Key insights include: Why social is now the #1 discovery engine What makes creator content drive conversions How authenticity impacts purchase decisions What verticals are most influenced by creators The role of curated landing pages and affiliate links Whether you're a brand, marketer, or creator—this session will reshape how you think about influence in 2025. #InfluencerMarketing #CreatorEconomy #IMS2025 #SocialCommerce #GRIN #TheNewBuyerJourney