PMG Digital Made for Humans

Holiday 2025 Creator Conversations Report: What Top Creators Say Brands Need to Know This Season

November 20, 2025 | 3 min read

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PMG

PMG is a global independent marketing services and technology company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG brings together business strategy and transformation, creative, media, and insights, all powered by our proprietary marketing operating system, Alli. With offices in New York, London, Dallas & Fort Worth, Austin, Atlanta, Boston, Brighton, Costa Rica, and Cleveland, our team is made up of 1,000 employees globally, and our work for brands like Apple, CKE Restaurants, Dropbox, Experian, Intuit, Kimberly-Clark, Kohler, Sephora, Travelex, and Whole Foods has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year.

As the creator economy continues to mature, brands are rethinking how they collaborate with influencers to drive cultural relevance and connection. PMG’s latest research report, Creator Conversations: Holiday 2025 Edition, features insights from 14 leading creators across lifestyle, fashion, and beauty, offering a first-hand look at what’s shaping the next wave of creator marketing.

The findings reveal how creators are redefining authenticity, embracing AI as a creative tool, and prioritizing long-term partnerships built on trust and shared values, helping brands understand how to build relationships that resonate beyond a single post or campaign.

  • Authenticity Above All: Eight in ten creators say being genuine and relatable is the most important factor in connecting with audiences, reinforcing the growing demand for transparent storytelling.

  • AI as a Creative Co-Pilot: Half of creators are integrating AI tools into their workflows for ideation and editing, balancing efficiency with human creativity to produce more compelling content.

  • Partnerships with Purpose: Creators are seeking brands whose values align with their own, shifting from transactional deals to long-term collaborations that feel natural and audience-first. 

  • Beyond the Post: The next phase of influencer marketing will extend across platforms and formats, from social content to IRL experiences and co-created products, forming what PMG calls creator partnership ecosystems.

As creators evolve into brands themselves, PMG’s research shows that success in the months ahead will belong to marketers who treat creators not as channels, but as partners in growth.

Download the full report to learn more.