Polarization in the US is fueling a new wave of reliable, authentic influencers

Influencers have pivoted to thrive in the polarized United States.

This article is part of the January 2021 US Spotlight series, “Marketing in a polarized nation.” Read more

Polarized America is not new. But, like many things, it has been accelerated by the 2020 Presidential elections, and further magnified by other developments – notably, the Black Lives Matter movement and, of course, COVID-19.

All of this has triggered something that is new: a wide-spread reappraisal of social media, its role, and how people use it. This includes the role of influencers and it’s sparking a shift in behavior to which brands must react.

What’s been going on?


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