How celebrities are building wealth and awareness through investing and venture capital

Sure, we can all name some iconic brand deals  — Michael Jordan and Nike, Charli D’Amelio and Dunkin’, Jeremy Allen White and Calvin Klein — the list goes on. But today, we’re living in a world where celebrity endorsements don’t just come in the form of a clothing line or a specialty drink. Increasingly, it comes with equity.

Whether it’s Serena Williams launching a venture capital fund aimed at representing women and underrepresented groups or Robert Downey Jr. founding his investment fund focused on backing sustainable technologies, investing is becoming a new status symbol for celebrities.

But it isn’t just about status — it’s about influence and aligning with values. And now more than ever, next-gen investors are paying attention to this behavior.

The real value isn’t simply in promoting a product once — it’s in owning a piece of it to help shape the next wave of investors. This initiative is more critical than ever in bringing visibility to companies that might’ve otherwise flown under the radar.

And it’s not just about tech unicorns or startup hype. They’re investing in sectors that reflect what they care about: mental health, wellness, sustainability and financial access. 

Gwyneth Paltrow backing a therapy startup. Jay-Z betting early on Uber. Gabrielle Union and Dwyane Wade co-founding Proudly, an inclusive baby care brand created for children of color. These celebrities aren’t just investing for profit — they’re putting their money behind what matters to them. And when they do, their followers take notice. And I bet my bottom dollar that it will spark some curiosity.

For Millennial and Gen Z investors who are incorporating sustainability, equity and real impact into their investment decisions, this side of celebrities resonates differently with us. Bringing attention to the world of impact investing to a broader audience through people with significant influence makes this process feel less gatekept.

It’s a signal to Millennials and Gen Z that investing isn’t just for suits on Wall Street anymore. It’s storytelling.

In addition to chasing returns, investing is becoming increasingly about what you stand for. And with the rise of celebrity investors, it’s also becoming more about who you’re standing with.

See you next week, 

Maddy Forlenza

More of The Gen Z Perspective: Young investors are demanding real ESG accountability