Copyright © 2022 Accenture. All rights reserved. 29 02 I’m a believer Furthermore, creators will have opportunities for repeated monetization through secondary markets. Gen Z creators expect compensation for the value they provide, having learned lessons from their millennial counterparts who pioneered the industry but struggled towards monetization. 43 Increasingly, affiliate marketers will experiment with decentralized autonomous organizations (DAOs), to proactively drive the future of their industry and leverage strength in numbers— almost like a unionization of creators. The tools are rapidly sharpening, moving away from a reliance on affiliate links, referral codes, and gifting groups, towards being able to prove attribution. Social media platforms have not been giving creators proper ownership or monetization capabilities, and Web3 will likely enable long-term, more accurate monetization. Belonging to a community is a feeling people value, and technology is now enabling a new way to nurture communities where people can connect and build something meaningful. It doesn’t replace in-person connection—it’s simply another route. + futuristic, oil paint, utopia, algorithm version 4, change 100 These developments are creating a new and exciting channel for growth.