A second sneak peek at our Culture of Influence Report

The Culture of Influence, Cassandra’s latest syndicated report, went live at the end of December. For subscribers to the Daily who aren’t yet Cassandra members, we’re providing a second teaser (first teaser is here) of the content contained in this fascinating report. For The Culture of Influence, we explored the key characteristics and strategies that drive the relationship between influencers and today’s modern consumers, providing our clients an insightful playbook to make the most of influencer marketing. Below is a sneak peak of some of our findings.


  • When deciding to follow an influencer, 91% of UK Trendsetters and 90% of U.S. Trendsetters, along with 86% of overall youth in both countries, say it’s important that they aren’t just trying to sell them something.

  • The Culture of Influence explores the smart practices brands should employ when implementing influencer-based marketing strategies so that they don’t generate inauthentic content—or worse, backlash.


  • 62% of UK youth and 57% of U.S. youth say influencers are spoiled and 53% of UK youth and 49% of U.S. youth say influencers don't deserve to get stuff for free.

  • Consumers' relationships with influencers are complicated. The Culture of Influence examines how brands need to navigate this minefield by doing their research and partnering with influencers who best connect to that brand’s consumers.


  • 92% of U.S. youth and 89% of UK youth say that when deciding to follow an influencer, it’s important that they seem real/genuine.

  • As modern youth gravitate toward influencers who are seen as authentic and vulnerable because they overshare, brands can take inspiration and model their own social media personas around the aspects of influencers that make them worthy of attention and loyalty.