When did we start trusting Strangers

Universal McCann 

Research findings from September 2008, 29 countries, 17,000 internet users exploring how the web and in-particular social media have made it incredibly easy to source and share personal opinions. This has created a revolution in where we source information and what we trust that has massive impacts for the role of professional media and marketing communications.


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.


  • Anyone can influence anyone
  • Friendship is no longer local or face to face
  • Everybody is an influencer
  • New super influencers rise above the mass
  • The new inflfluence ecosystem has fundamentally changed how we buy products and services


pdf_icon Download the electronic version of ‘When did we start trusting Strangers’ Report.


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