Consumers turn to influencers as traditional media loses trust

May 3, 2024 9:59

Consumers are losing trust in traditional media and are instead turning to influencers who can play a crucial role in expand a brand’s online presence.

Havas Red’s inaugural ‘The State of the Influencer in 2024: A Client’s Perspective’ whitepaper surveyed brands from a range of industries and sectors across ten markets – Australia, Ireland, Germany, Italy, Japan, Philippines, Singapore, UAW, the US and the UK – on their experiences with influencers and where they believe influencer marketing is heading.

Stuart Hood, executive director for content and digital at Havas Red, told Mumbrella it was necessary to put out a whitepaper on influencers as it hadn’t been done before.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.