Ipsos Mori identifies the ‘New Influencers’ among everyday consumers

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here