ADOBE CREATORS IN THE CREATOR ECONOMY DETAILED FINDINGS CREATORS ACROSS THE BOARD AGREE THAT CREATING ONLINE CONTENT HAS A BIG IMPACT ON ADVANCING CAUSES— ESPECIALLY INFLUENCERS AND SOCIAL CAUSE CREATORS. HOW ONLINE CONTENT ADVANCES SOCIAL CAUSES % selected CREATORS INFLUENCERS SOCIAL CAUSE CREATORS PERCEIVED IMPACT OF ONLINE CONTENT ON SOCIAL CAUSES Creates/increases awareness 51% 51% 60% % who selected T2B Impact Gives a voice to people who 49% 48% 58% otherwise wouldn’t have one 74% 73% Makes it easier for 61% people to voice opinions 47% 52% 60% on social movements Brings people together/ 46% 47% 55% creates community Helps solve issues 35% 41% 45% Creators Influencers Social Cause Helps raise money 30% 39% 39% Creators Highlighted text indicates significant difference between groups at the 95% confidence level Q39. How much of positive impact do you think online creative and original social media content can have in advancing causes like these? Bases: Content Creators (n=4535), Influencers (n=657), Social Content Posters (n=1251) Q40. How do you think online creative and original social media content can make a positive impact on causes? Bases: Content Creators (n=4266), Influencers (n=621), Social Content Posters (n=1199) 48