To comprehend the essence of Gen Z, one need look no further than Jimmy Donaldson, better known as MrBeast, a 25-year-old American YouTuber who has been creating content since the age of 13. Unlike the presumed influencers and celebrities that capture the attention of previous generations, MrBeast’s unique appeal lies in his distinctive approach to content creation.
MrBeast’s content, often described as “charity porn,” revolves around performing extravagant philanthropic acts or engaging ordinary people in challenges with substantial cash rewards. His videos, such as “I rescued 100 abandoned dogs!” and “I built 100 wells in Africa,” have garnered millions of views, generating substantial ad revenue and attracting lucrative brand partnerships.
While many of his YouTube counterparts from the 2010s have experienced plateauing or declining popularity, MrBeast’s celebrity has steadily risen. In 2023, he gained nearly 100 million new subscribers, outpacing other influencers by a significant margin. His audience, predominantly under 30, aligns with Gen Z, as evident from the Piper Sandler survey, where he ranked second in the favorite influencer category.
Despite MrBeast’s unconventional content preferences, favoring long-form video over short form and avoiding trends, his popularity among Gen Z is grounded in his ability to embody the core beliefs of today’s youth. Instead of chasing passing trends, he creates content that reflects the fundamental values of a significant portion of young people in 2024. Positioned as an altruistic role model, MrBeast resonates with Gen Z’s political outlook.
MrBeast’s appeal to younger viewers stems from economic circumstances. Faced with financial challenges, the prospect of a sudden windfall after proving their grit or worthiness aligns with the aspirations of a generation economically worse off than its predecessors. MrBeast’s philanthropic image makes him an aspirational figure, offering hope to those burdened with debt from education or healthcare.
Beyond economic factors, MrBeast’s worldview aligns with Gen Z’s political beliefs. Contrary to the left-wing, anti-capitalist stereotype often attributed to them, under-30s tend to be more fiscally conservative than millennials. Studies reveal that Gen Z values power and achievement, prioritizing wealth and endorsing a self-reliant mentality. In navigating challenging financial situations, many young people lean towards a rightward shift, emphasizing an “every man for himself” approach.
In essence, MrBeast emerges as a Gen Z icon not by conforming to existing trends but by embodying the core values and aspirations of a generation navigating economic uncertainties and evolving political landscapes.
