Pradeep Patteti, Co-Founder & CEO, Flutch, frames the transition as less ideological and more economic. He notes, “Traditional celebrity endorsements still create awareness and mass reach, but today’s consumers, especially younger audiences, are looking for genuine connection and relatability. Influencers deliver that with content that feels less like a polished spectacle and more like a trusted recommendation.”

For Gen Z and digital-native cohorts, peer-coded validation often outperforms aspirational distance. Influencers offer perceived accessibility, niche credibility and content fluency within specific communities.

Patteti adds, “The celebrity model isn’t inherently obsolete. It still works in the right context. But in a metrics-obsessed ecosystem, it has become one tool among many. Brands today are balancing celebrity visibility with influencer-led storytelling because ROI, relevance and trust now carry equal weight.”

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