When did we start trusting Strangers?

Universal McCan Research – How the internet turned us all into influencers

Today the web is driven by its’ users and peoples’ thoughts on everything are found across the web, personal blogs, to reviews on price comparison sites and wish lists on Amazon are just some examples. It is now incredibly easy to share opinions and cultivate influence, often without even trying.
The result has been the democratisation of influence to the masses. Today opinions and experiences are shared worldwide.


The result is an influence economy that is forcing everyone in the public realm including the owners of products and brands to become more transparent, open, conversational and honest. They have to rethink the way that influence is distributed and the role of marketing communications in an information landscape dictated by consumers.


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