The State of Create in the UK: What Creators Really Think

Spoiler: The UK creator economy is complex, value-driven, and under pressure.

Here are some standout takeaways from the chat:

1. Gender Pay Gaps Persist. And Silence Isn’t Helping.

Despite being a female-dominated industry, women are still earning far less than their male peers.

Women are overrepresented in the lowest income brackets and underrepresented at the top often because they’re less likely to negotiate rates. Grace made the case for more open dialogue, noting the lack of transparency around payments and the need for clearer benchmarks from brands.

 2. Burnout is Real in the UK

UK creators report some of the highest levels of stress in Europe. Between juggling multiple platforms, managing content calendars, chasing payments, and maintaining mental health, it’s no surprise.

“There’s a real shift happening. Creators are stepping back and thinking: I don’t want all my eggs in one basket anymore.” – Grace Andrews

This is giving rise to a more intentional, portfolio-style approach to content, where creators diversify platforms and income streams.

3. Trolling, Hate and the Mental Health Toll

One of the more raw and powerful moments of the chat came when Grace reflected on the emotional weight of being a creator in 2025 in the UK.

“It’s hard to have your whole livelihood depend on a platform where every piece of content you deliver is met with hatred… sometimes life-threatening hatred.” 

She referenced the rise of creators hiring private investigators to unmask trolls, and called on platforms to take more responsibility including implementing identity checks and stronger moderation tools.

“It can be really lonely to receive that sort of intensity of trolling and hate by yourself… creators should come together more.” – Grace Andrews

It was a poignant reminder that while creator work may look glamorous, the behind-the-scenes reality can be emotionally exhausting, especially when working solo.

4. Welcome to the Era of the Creator Entrepreneur

Forget the old brand-first playbook. In 2025, creators are building audiences first, then launching businesses that solve problems or deliver tailored value.

“We’re seeing creators flip the traditional model, attention is the currency now.”  - Grace Andrews

This shift toward creative entrepreneurship is changing the relationship between brands and creators and forcing a rethink of how influence is monetised.

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