The trust factor: How modern influencers navigate digital ethics
IN today's digital landscape, where anyone with a smartphone can potentially reach millions, what separates truly influential voices from the crowd isn't just follower counts or viral content - it's trust. The recently released 2025 Edelman Trust Barometer reveals a striking statistic: 70% of consumers distrust messaging from business leaders. This scepticism has created fertile ground for influencers, whose more relatable personas often resonate with audiences seeking authentic connections. "The currency of life isn't money. It is not even time. It's attention," notes Naval Ravikant, highlighting why the ability to direct audience attention has become such a valuable commodity in…
