How Influencer Marketing has Evolved

Shoppers no longer want to be told how to view a brand and its products by listening to the likes of Kendall Jenner or Cristiano Ronaldo. Similarly, sponsored content has lost a lot of its sparkle—and its inauthenticity can rub people the wrong way. So, who do shoppers want to hear from? And more importantly, who do they find the most authentic? To answer these questions, we surveyed over 9,000 shoppers across Australia, Canada, France, Germany, the U.K., and the U.S. So, who do shoppers want to hear from? And more importantly, who do they find the most authentic?