Influencers–can you trust them?

We tend to think of “influencers” as a super-modern phenonemon – social media superstars who wield the power to affect the buying habits of others, often via sponsored content. But the concept of an influencer who had a formal relationship with a brand can be traced back to the 1760s. After English potter Josiah Wedgwood made a tea set for Queen Charlotte, he was permitted to title his cream set of tea ware “Queen’s Ware”. This royal endorsement dramatically increased orders and made Wedgwood pottery massively popular among the elite.

In its essence, if anyone you like or admire sways you to buy or use something, they’re influencing you. In more recent times, celebrities became the ones landing the brand deals and endorsements. Think Jennifer Aniston in her days, the effect of the “Rachel” haircut, and her subsequent L’Oréal brand deal