A class of “super consumers” made up of everyday people that are interested in corporate issues, politics and the environment is becoming influential, according to research from Ipsos Mori. The “New Influencers” are having a significant effect on their friend groups and families.
The group is made up of ordinary consumers, rather than rich or powerful people, but with a wider network of friends than “average people”.
The research shows that New Influencers are twice as likely boycott a company or product and will encourage their friends to do the same. They are also three times more likely to discuss big business at family mealtimes and twice as likely to discuss politics and the Government as the average dinner party.
Corporate responsibility is also high on the New Influencer agenda, with 41% believing it to be “very important”, compared to 31% of the general public.
David Racadio, who led the research for Ipsos Mori, says: “New Influencers have wide social networks and are active e-networkers, making full use of technology to communicate with, and influence, others.”
Ipsos says that such everyday people have gained influence as trust for traditional sources of influence, such as the Government and the Church has declined among the public.