It ain't fashion, if it ain't sustainable

Influencers

Consumer Trends / Influencers

4 June 2025

3 minutes

A reason why social media influencers are so popular could be because the youngsters feel connected to this influencer and so they feel that the products they buy based on the recommendations of the influencer may make their life better. And that is linked to well-being.

FOMO Drives Fashion Choices Among Young Shoppers, Says New Study

A new study explores how social media influencers impact the well-being of young shoppers, revealing that FOMO—fear of missing out—can drive fashion purchases and emotional responses. The research highlights how emotional attachment to influencers affects young consumers’ social, psychological, and financial health.

Staff Writer

Branding Evolution / Influencers

30 April 2025

11 minutes

Branding has always been about making a lasting impression, literally and figuratively.

Challenges of Branding in the Age of Influencers

The business of branding has undergone a radical change in recent years. Marketing specialists now must prioritise real influencer collaborations, embrace data-driven strategies, and link campaigns with consumer and cultural values to create enduring impact and trust in this ever-changing market.

Piyush Deogirkar

Analysis

Consumer Watch / EU Influencers

20 February 2024

3 minutes

As a result of the sweep, 358 influencers were earmarked for further investigation. National authorities will now contact them to request that they follow the rules in place. Further enforcement action may be taken if necessary, in accordance with national procedures.

Most Influencers In EU Fail to Admit Advertising; Fashion is Top Concern, Finds Survey

The European Commission and national consumer protection authorities of 22 Member States, Norway and Iceland have released the results of a screening (“sweep”) of social media posts from influencers which found that only one in five systematically indicated that their content was advertising.