The events of 2020 have broadened the influencer playing field and reorganized communities under different personality cults – more generous, pro-social and giving – and brands need to adapt accordingly, says strategy executive Ana Andjelic.

Writing for WARC, Andjelic explains that, unlike the traditional economy, which is based on accumulating things, the modern “aspiration economy” conveys status through collecting knowledge, taste, micro-communities and influence.

Who are the new influencers?

• Commercial influencers: The growth of social commerce – buying from people we follow – has profound consequences for branding, marketing, retailing, and socializing.
• Curators as influencers:People trust curators because...