Sneakerheads are seeking fashion tips on Discord. Unemployed individuals are turning to Reddit for support. Boomers are being radicalised by algorithms. Understanding who people listen to and the platforms they prefer underpins the work we’ve done in our Spotlight on Influence and Icons.

Previously seen as more open and honest than celebs, social media influencers are now viewed with a degree of scepticism. As people wise up to the often contrived nature of branded posts, the lack of transparency, and culture of ruthless monetisation, many are seeking out down-to-earth figures with whom they can identify.

Narratives around diversity and inclusion in the advertising landscape have largely focused on race, ethnicity, and gender. Influencer agency Purple Goat is adding people with disabilities to the conversation with an aim to erase tokenism and push for more accurate representation.

With younger generations leading the way, social media users feel more comfortable being themselves than ever. While some are finding and building community by sharing ‘real’ moments and emotions, and even celebrating some kinds of performance, for influencers who try to telegraph relatability, the pursuit of authenticity can be its own pitfall.