Are influencers losing their influential ability and what is the effect on brands?

Instagram is full of social media stars flaunting ‘filtered’ bodies at budget-busting resort hotels. The exposure to ‘luxurious’ lifestyles creates inferiority and envy amongst the followers of the unattainable lifestyle. There are numerous statistics that show millennials and Gen Z’ers are beginning to turn their backs on social networking in favour of self-empowerment movements, projects and content. A question arises on whether there is a need for a new type of influencer, if any at all?

Celebrity culture is a billion-dollar industry. Influencers have been around for a while, and the term ‘micro influencer’ has been the most recent buzz word amongst brands trying to gain a ‘cult’ following or tap into new markets. Brands can see the benefit of using influencers to boost engagement with consumers, removing the need for huge investment on a celebrity endorsement that only major brands can afford.

However, Procter & Gamble and Mondelez have both fallen victim to instances of consumers feeling defied through the dishonest use of paid product endorsement. Despite the rules of advertised posts coming under scrutiny, influencers are still at risk of losing the trust of their followers altogether. Even though its law to state if a post is paid, brands should be aware that consumers are reacting badly to the extent of endorsed content that is now filling their feeds. The blurred lines between product placement and genuine product and place reviews is diminishing the confidence amid consumers, unwrapping brand and influencer content to nothing more than a sneaky sponsored post.

Huge waves have been made recently with Lush announcing their departure from social media. Controversial in current times, their decision to leave has the potential for a huge positive reaction towards the brand in the future. The spokesperson for Lush explained that they are "tired of fighting with algorithms" and feel that "cutting out the middleman between [the brand] and the Lush community" is the best possible decision for them at this time.

Lush’s choice to take away influencer dilution of the brands ethos allows them to take full ownership of their identity again. There is a real opportunity for Lush to take the time to research into what the new markets, who will soon become the biggest purchasing power houses, want. Generation Z is fast encroaching as a future consumer. Not much is known yet about the buying behaviour of this generation. However, with a little bit of time on their hands, Lush could create meaningful connections with the younger members of society. Establishing how to communicate and connect with their audience in an authentic way through education on how purchasing behaviour can help to reduce modern environmental issues, will align Lush's brand ethos with an age switched on about making a difference to the world.

Lush has a real chance to bridge the gap between Gen Z’s purchasing behaviour and their beliefs as a generation. There is a huge importance and need to evolve into plastic-less beauty product culture to stop the production of single use plastics such as shampoo and shower-gel bottles. Similarly, not buying products that contain oil palm to stop commercial beauty product production to slow down the effects of mass deforestation. Both of these issues are prevalent in Lush's culture and environmental stance and could be communicated and irradiated though educational experiences that teach Gen Z on making better purchasing decisions. With a vast knowledge in plastic-less product innovation that is leading the beauty industry, the future looks bright for Lush and the environmentally conscious generations that follow outside of social media.

Therefore, if brands want to retain and build loyalty with consumers, it would be wise to look at alternative ways to communicate with them directly in place of social media and influencers. Hidden online endorsements are not as effective in generating brand awareness and have the potential to negatively impact consumers purchasing behaviour and brand loyalty. GenZ are looking for brands that are prevalent in the digital era who can offer holistic emotional and wellbeing support that counter the ‘self-esteem’ issues caused through the pressures of social media. Integrating AI, AR into safe digital and physical spaces paves way for a new type of marketing, that could make influencer campaigns a thing of the past.