The creator middle class exists, and millennials are quietly building it

For years, the creator economy was portrayed as a winner-take-all arena, where only the mega-influencers with seven-figure followers and brand contracts truly thrived. But something quieter, more stable and much more democratic has taken its place: a robust system creator of the middle class. And millennials – amid layoffs, wage stagnation and a volatile business landscape – are driving its rise.

This middle tier is not defined by viral fame or extravagant sponsorship. It is defined by sustainability: creators who consistently generate revenue through affiliate commerce, data-driven partnerships, and authentic content tailored to a niche but loyal audience.

And according to Later and Mavely director Evan Wray, the shift didn’t happen by accident. It happened because the structure of work itself has changed and platforms have finally caught up.

“Everyone has an influence”: platforms are rewriting the rules for who gets paid

Wray, who helped drive Mavely’s rapid growth before its acquisition by Later, says the most important shift in the industry is philosophical: deciding that “influence” is no longer about the number of followers, but about trust.

“Everyday influencer doesn’t mean small,” he told me in Chicago. “It really just means that everyone has an influence – big or small – regardless of your audience.”

He added that relatability – not aspirational luxury – is what drives the most meaningful engagement today.

“We joked seven years ago, sitting in my apartment, that people won’t identify with the private jet-flying influencer forever. Recognizability creates more action, more sales and more trust.”

Platforms respond accordingly. Mavely’s creators now collectively reach millions of consumers and have generated more than $2 billion in sales, with more than $100 million paid out to creators – not just the top performers, but thousands of middle earners who form this new middle class. They informed me that it sold over $58 million in GMV (gross merchandise value) and nearly six million copies over the weekend, with creators on Mavely making $3 million in four days.

This redistribution of opportunity is intentional.

Wray argued that the payout will not only benefit the top 0.1%.

“It’s going to everyday makers at scale, and this is what the middle class of makers looks like.”

Why millennials are driving this transformation

As a generation, millennials are increasingly disillusioned with traditional employment. Many have faced layoffs, wage pressures, rising costs of living, and continued DEI rollbacks. For Black women in particular, the workforce has become particularly unstable – more so 600,000 have left business functions in the past year.

Makers like it Breanna Solomona 30-something content creator from Virginia who recently left her marketing career to create full-time, sees the shift happening in real time.

“The goal for me has always been full-time content creation,” she says. “Fashion has always been a crucial part of my life. But I had bills to pay, so I needed the nine to five first.”

But after seeing colleagues transparently share how they were making real money online, she knew a different kind of career was possible.

“I saw my colleagues posting, ‘Oh, another PayPal payment for sharing my life a little bit.’ I thought: if she can do it, I can do it too.”

For millennials—many of whom were told to get a degree, get a corporate job, stay loyal, and move up—Solomon represents a different path: one that centers on autonomy, creativity, and diversified income streams.

Build the middle class, one campaign (or affiliate link) at a time

Solomon’s journey reflects the shift in the economy in general. Her first campaign paid her in TJ Maxx gift cards.

“It didn’t go fast at all,” she laughed. “My first campaign paid me with gift cards. But I was excited because I loved the brand.”

Today, she’s part of a generation of creators cobbling together revenue from brand deals, content retention and, increasingly, affiliate marketing. Wray says this is misunderstood but crucial for the middle class of creators.

“For most creators, the natural path is to post organically until a brand takes a chance on you,” Wray explains. “But affiliate is the evergreen revenue stream. You can just get started. No need to negotiate contracts or get discovered.”

Solomon agrees:

“I like affiliate marketing because I can be authentic. I don’t buy things to link them together; I link things that I actually buy,” she said. “And the products that do it best are the most cost-effective.”

That authenticity aligns perfectly with what brands want, Wray said. And that’s why platforms like Mavely and Later are investing heavily in data tools, AI matching, and performance-based pricing that rewards creators fairly.

“Being performance-based actually eliminates some of the pay disparities that have historically hurt creators, especially creators of color,” Wray noted. “Smaller followers can perform better than larger ones. Meritocracy levels the playing field.”

The economic forces pushing millennials inward

The motivations behind millennials’ transition to maker work are both practical and aspirational.

Wray sees a perfect storm of forces:

“Millennials are the first gig generation,” he says. “There is wage pressure, layoffs and economic uncertainty. Historically, you got a second job. Now you can supplement your income digitally from your phone.”

He also points to a structural shift in the way platforms operate:

“Instagram and TikTok want more people to create content. They’re giving everyone the tools to be creators,” he said. “The barriers are lower than ever.”

For Solomon, the shift is deeply personal, but also generational.

“There is room for everyone,” she said. “Everyone has a different audience, a different style. I truly believe that anyone can win.”

And for millennials who are feeling burned out or pushed out of traditional work environments, creator work offers something rare: the chance to turn self-expression into income.

The reality check: it is not “easy” work

Yet Solomon quickly dispels the fairy tale.

“The biggest myth is that it’s easy,” she said. “It’s a job. I have a plan, a strategy, substantive ideas. I don’t wake up and just get to work on it.”

Unpredictability is built into the job, she added, but with the right support system and trust, it’s doable.

“It’s very unpredictable,” she admitted. “But I know my talents. I know my audience. I know what I can deliver.”

And yet the middle class continues to grow

If this creative middle class is real – and the data suggests it is – it’s because platforms like Later and Mavely have created an infrastructure that mirrors the gig economy but rewards creativity, authenticity and community.

“We’ve always wanted to build a platform that helps creators make the most money in the shortest amount of time,” Wray said. “Technology, brands, community, education – it all fuels that engine.”

And that engine is increasingly driven by millennials who once believed that their stability had to come from business.

Now they’re rewriting what stability looks like.

A new kind of middle class – built on influence, not institutions

As millennials redefine success – and redefine work itself – the middle class of creators is emerging as one of the most compelling labor stories of the decade.

It’s not glamorous. It’s not overnight. It’s not just brand journeys and viral puffs.

But it is meaningful, accessible and increasingly sustainable.

And for creators like Solomon, this is the most honest career path yet: “I can’t fail,” she told me. “This is what it should be for me. And it’s going to happen.”