The New Rules of Influence: UK Consumer Navigator Source: Dentsu Influencer marketing is no longer a side play — it’s now a mainstream driver of consumer and business decisions. Dentsu’s latest UK Consumer Navigator report – The New Rules of Influence reveals how creators are shaping discovery, trust and purchase across categories, generations, and even B2B buying journeys. Key findings include: Fame and familiarity: celebrities still deliver reach, but micro and nano creators win on trust. Content that converts: explainers, demos and “daily use” content outperform hype and discounts. The subscription shift: 1 in 4 UK consumers already pay for exclusive influencer content, led by Gen Z and Millennials. AI’s “authenticity tax”: consumers are pragmatic, but transparency is non-negotiable. Whether you’re boosting consumer loyalty or influencing business buyers, the rules have changed. Discover how to successfully build influencer activity into your marketing plan in this new report.