With everyone trying to be an influencer and so many brands paying influencers large sums to reach and (potentially) impact their target consumers, this relatively new aspect of marketing can feel like the Wild West—not only for brands but also for consumers themselves. It can feel like influencer trends spring up quickly and fizzle out just as fast; in this report we have identified the movements that are poised to last because they connect with core consumer behaviors and values. Their unique relationship with their audience and with culture is what gives influencers their influence, and this is what brands need to understand in order to successfully play in this space. There are many surprising insights and valuable strategic recommendations ahead in the pages of this report to help brands better understand what makes an influencer and how to make the most of working with them. This group has the attention of Millennials and Zs, and they’re not going away any time soon. Brands that understand what drives this influencer-consumer connection can not only seem more relevant to young people but also capitalize on the emerging Culture Of Influence.