In a poll headlined “Rise of the Everyday Influencer,” 89 per cent of consumers prioritise recommendations from individuals they “know” and “trust” over traditional advertising channels.
According to data company Statista, the UK marketing landscape has shifted, showing that influence now extends beyond celebrities and social media content creators. Everyday people are now playing a significant role through genuine connections and personal recommendations.
Authenticity and personal connection have become key factors in purchasing decisions. The report states, “It has become clear that genuine customer advocacy now holds the power over extensive brand promotion efforts, as customer advocates have a 50 per cent higher likelihood of influencing purchases.”
Pauline Oudin, CEO at future-forward experiential marketing agency Gradient, said, “Consumers today are not just looking for products; they seek genuine connections and experiences that resonate with their values and engage their community.
