Who shapes what people think, trust, and do? As we look toward the next 25 years, Fiona Hughes, our Head of Media & Influence, Europe, shares how brands need to rethink influence: “The way people find and trust information has fundamentally changed. Influence no longer sits neatly within traditional media, social media, or the creator economy. Audiences move fluidly between all of them, plus podcasts, newsletters, Reddit, TikTok, and increasingly AI-powered discovery, often without distinguishing between where one ends and the next begins. For brands in the future, that means influencer marketing needs to evolve from buying creator reach to understanding who genuinely shapes conversation, culture, and decision-making, while building influence across that entire ecosystem.” #seearoundcorners #25yearsforward #allisonworldwide