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Asda has appointed former chief executive Allan Leighton as its new chair, replacing Lord Stuart Rose amid ongoing challenges including an IT overhaul and declining sales.

Leighton, who led Asda from 1996 to 2000, is set to steer the UK’s third-largest supermarket chain through a critical period of transformation.

Lord Rose, 75, who served as chair since 2021 and took on day-to-day leadership responsibilities in September alongside Rob Hattrell of TDR Capital—Asda’s majority stakeholder—will remain on the board temporarily to ensure a smooth transition before stepping down.

Leighton, 71, is renowned for revitalising Asda in the late 1990s alongside Archie Norman and orchestrating its sale to Walmart. Expressing his enthusiasm about rejoining the company, he said, “I am delighted to be returning to the business. The potential for Asda now is significant.”

Asda has faced a series of challenges in recent months, including product availability issues, concerns over store cleanliness, a petrol leak at it’s petrol station in Bramley in Surrey affecting the areas water supply, and a decline in customer experience. The retailer reported a 2.5% drop in total revenues, excluding fuel, and a 4.8% decrease in like-for-like sales for the quarter ending 30 September. Additionally, it has lost market share amid fierce competition.

The company is in the process of disentangling its IT systems from former owner Walmart, a complex task that has led to problems with payroll and online orders. Despite these hurdles, Hattrell has stated that the IT overhaul is nearing completion.

Leighton emphasised the need for Asda to refocus on its value proposition, saying the supermarket must go “back to the future but with modernity” to regain its competitive edge. Under his leadership, Asda will continue its search for a new chief executive.

Gary Lindsay, managing partner of TDR Capital, commented, “Asda has both a leading superstore estate and a strong position in every format, and Allan’s experience and understanding of Asda will stand us in good stead as he leads the business into the next stage of its development.”

Lord Rose noted that Asda would “benefit enormously from Allan’s experience” and expressed his intent to support the chain “as a shareholder and customer over the coming years.”

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Allan Leighton returns to Asda as chair, succeeding Stuart Rose

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Casinos and bookmakers across Great Britain are set to face a mandatory £100 million annual levy to fund research, education, and treatment of gambling-related harms, under new government proposals expected to be announced imminently.

The move aims to replace the current voluntary donation system with a statutory levy, compelling gambling operators to contribute a fixed percentage of their gross gambling yield to address the negative impacts of gambling. This shift would mark a significant change in how the industry supports harm reduction initiatives.

Sources indicate that details of the levy could be unveiled soon, with implementation potentially starting from next April. Under the proposed terms, gambling firms would be required to pay 1% of their gross gambling yield—the total amount they win from British gamblers—towards funding support services. Based on recent figures from the Gambling Commission, which reported industry earnings of £10.9 billion over the past year, this could generate approximately £109 million annually.

However, previous consultations have suggested a lower rate of 0.4% for land-based operators like high street bookmakers and casinos, acknowledging their higher operational costs. Smaller firms with gambling revenues below £500,000 are expected to be exempt from the levy.

Iain Duncan Smith, chair of the All-Party Parliamentary Group on Gambling-Related Harm, welcomed the initiative, stating: “For the first time, the gambling industry will be mandated to pay for the harm they cause. This is a significant step forward in addressing gambling-related issues.”

The funds raised are anticipated to support a range of initiatives, including the establishment of new NHS specialist addiction clinics and funding for charities that provide education, counselling, and support services for those affected by gambling-related problems.

A potential point of contention is the allocation of the funds, particularly concerning GambleAware, the UK’s leading gambling charity. Under the current voluntary system, GambleAware is the largest recipient of industry donations. There are indications that the Office for Health Improvement and Disparities (OHID) may become the government’s preferred destination for funds collected under the new levy.

The industry’s trade body, the Betting and Gaming Council (BGC), had initially expressed support for a statutory levy when it was proposed in a government white paper. However, the BGC has since raised concerns. In a statement, a BGC spokesperson said: “We previously proposed a mandatory levy and welcomed the government’s announcement for a new system of payments with independent funding allocation. However, we remain concerned that there should be a sliding scale for land-based businesses with higher fixed costs and that funding for established providers of research, prevention, and treatment services is protected.”

The Department for Culture, Media and Sport declined to comment on the forthcoming announcement.

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Government plans £100m annual levy on gambling firms to tackle harms

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Annual salaries in the UK have increased at the fastest pace since 2021, driven by a surge in Christmas hiring that is revitalising the job market.

According to job search engine Adzuna, the average advertised salary stood at £39,234 in October, marking a 6% increase compared to the same month last year. This is the highest annual rise since April 2021.

While salaries are on the rise, competition for jobs has intensified. Adzuna reported 861,000 vacancies at the end of October, a slight decrease of 0.17% from September. This shift means there are now 2.08 jobseekers per vacancy, the highest ratio since June 2021, indicating a more competitive landscape for those seeking employment.

Andrew Hunter, co-founder of Adzuna, commented: “While 2024 had a challenging start, the second half of the year has shown signs of recovery and resilience. Driven by preparations for the busy Christmas shopping season, sectors like trade and construction and retail are ramping up hiring.”

The average duration of job postings on Adzuna has extended to 39.5 days, reflecting a tougher environment for jobseekers as roles remain open longer due to increased applicant numbers.

British businesses are now grappling with rising salary expectations alongside increased national insurance contributions. Last month, the Labour Party announced that the rate of employer National Insurance Contributions (NICs) will increase by 1.2 percentage points to 15% from April. Additionally, the earnings threshold at which employers start paying contributions will decrease from £9,100 to £5,000.

These changes are expected to hit the retail industry particularly hard, as supermarkets, pubs, and restaurant chains typically employ large numbers of lower-paid workers.

Despite these challenges, certain sectors are experiencing growth due to seasonal demand. Adzuna noted a significant rise in advertised vacancies in the trade and construction industry in October, with new postings up by 8.6%. The retail sector saw vacancies grow by 6%, while hospitality and catering, as well as travel, each experienced a 1% increase in job postings.

Conversely, the sales sector faced a 9.8% decline in job postings last month. However, when compared to six months ago, job adverts for sales roles were up by 6.5%. The IT sector saw a 9.6% decrease in vacancies, and the energy, oil, and gas industries experienced an 8.4% drop.

A separate report by PwC highlighted a surge in “green” job adverts—positions focused on environmentally friendly products, services, or sustainable practices. Overall, there has been a 9% increase in green job postings over the past year.

In London, green job adverts grew by 30% to reach 58,500 positions. Scotland boasts the highest proportion of green job adverts, with 5.6% of all vacancies—equating to 28,700 positions—falling into this category.

Carl Sizer of PwC noted: “While this demand is a great signal of intent and opportunity as the UK transitions to net zero, it’s also a sign that green skills are in short supply. Given the government’s new increased targets to deliver clean power by 2030, the skills challenge is only going to increase.”

Meta Description: UK salaries rise at fastest rate in three years amid Christmas hiring surge. Discover how seasonal demand and rising wages are impacting the job market, with sectors like retail and construction ramping up recruitment efforts.

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UK salaries rise at fastest rate in three years as Christmas hiring boosts job market

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The Invest in Women Taskforce has achieved a significant milestone by securing over £250 million in funding aimed at supporting female entrepreneurs across the United Kingdom.

This historic investment is backed by major financial institutions and organisations, including Barclays, M&G, the British Business Bank, Morgan Stanley, Visa Foundation, BGF, and Aviva. The funds are set to be channelled directly by these entities or through a newly established ‘Women backing Women’ fund.

A selection process is currently underway to appoint fund managers who will be responsible for deploying the capital from the ‘Women backing Women’ fund. The primary objective is to create one of the world’s largest investment pools dedicated to female-led and mixed-gender businesses, providing them with the necessary resources to grow and thrive.

Chancellor Rachel Reeves, the first female to hold the position, expressed her support for the initiative. “We all, including myself as the first female Chancellor, have a responsibility to make the economy work better for women,” she stated. “Initiatives like the Invest in Women Taskforce funding pool are a fantastic example of the public and private sectors working together to help unlock the potential of female founders and seize opportunities to fire up the government’s number one mission of economic growth.”

The investment pool will be managed by female investment decision-makers throughout the UK, acknowledging that women investors are statistically twice as likely to invest in female-led and mixed-gender enterprises. This approach aims to dismantle systemic barriers that women entrepreneurs and investors often face.

The announcement comes in response to recent data from the Taskforce indicating a decline in funding for all-female-founded businesses. In the first half of 2024, these businesses received just 1.8% (£145 million) of the total equity investment, down from 2.5% in 2023.

Debbie Wosskow, a serial entrepreneur with multiple successful exits and co-chair of the Invest in Women Taskforce, commented on the need for change: “Female entrepreneurs and investors have been sidelined for too long—they are two sides of the same coin. It’s time we rebooted the system and gave female investors the power to drive change, and funds like the ‘Women backing Women’ fund is how we do it. I’m thrilled that investors from both the public and private sector have joined us and recognise the enormous opportunity here, but this is only the beginning. We need more investors to come aboard and join us on this journey.”

Hannah Bernard, head of business banking at Barclays and co-chair of the Taskforce, highlighted the commercial benefits of supporting female entrepreneurs. “Our funding partners not only recognise the moral imperative to drive systemic change for female investors and founders, they recognise that this also makes strong commercial sense. Studies show that female-led businesses generate 35% higher returns than male-led businesses. The ‘Invest in Women’ funding pool is about changing the landscape of investment. I’m incredibly excited about what’s to come.”

The Taskforce’s efforts represent a concerted push to level the playing field in the UK’s entrepreneurial landscape. By mobilising substantial financial resources and focusing on female-led initiatives, the programme seeks to foster economic growth and innovation while addressing long-standing gender disparities in business funding.

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Invest in Women Taskforce secures over £250m to boost UK female entrepreneurship

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Amshold Limited, the commercial property business owned by Lord Sugar and his two sons, has swung back to profit after a challenging period marked by falling property values.

The company reported a pre-tax profit of £932,000 for the year ending June, reversing a £29.1 million loss from the previous year.

The turnaround comes as the valuation of Amshold’s property portfolio showed signs of stabilisation. Between July 2023 and June 2024, the portfolio’s value dipped by £1.2 million to £85.7 million, a significant improvement compared to the £28.5 million decline experienced during the prior year due to rising interest rates and market uncertainties.

In its annual report, the company noted: “The market for quality London freehold investment property is difficult with high interest rates, uncertainty, and falling valuations. Although this provides opportunities for investment, it also puts pressure on the existing portfolio.”

Founded in 1985, Amshold Limited manages a diverse mix of commercial properties. Notable assets include a Premier Inn hotel in Brentwood, Essex, an Iceland supermarket in Leyton, East London, and a five-storey Grade II-listed office block on Fleet Street. The portfolio also features properties like a McDonald’s in Liverpool, a Tesco Express in Newport, and a Barclays Bank in Portsmouth.

Despite the current portfolio valuation of £85.7 million, the properties were originally acquired for £97.2 million, reflecting the broader challenges in the commercial property market over recent years.

Beyond property investments, Amshold offers additional services, including accounting and IT support. The company provided £30,000 worth of services to Dr Leah Limited, a chain of skin clinics founded by Leah Totton, the 2013 winner of The Apprentice. Amshold also operates a small private jet charter business.

Lord Sugar, 77, founded Amstrad in 1968. The company gained fame for its audio equipment and the Amstrad CPC 464, one of the first home computers. Amstrad also produced the initial range of Sky television receivers and satellite dishes before being sold to the broadcaster for £125 million in 2007. Today, Lord Sugar is widely recognised as the host of the BBC reality series “The Apprentice“.

Amshold’s board comprises Lord Sugar, his sons Daniel and Simon, and long-term finance director Mike Ray. While the company distributed dividends of £390 million in 2021 and £90 million in 2022, no dividends have been declared in the past two years, indicating a focus on consolidating the business amid market fluctuations.

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Lord Sugar’s Amshold returns to profit as property valuations stabilise

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Cryptocurrency ownership in the UK has reached unprecedented levels, with seven million adults now holding digital assets—up from five million in 2022.

This surge comes as bitcoin experiences a remarkable rally, soaring to $95,000 following significant global events such as the election of Donald Trump in the United States.

The latest report from the Financial Conduct Authority (FCA) highlights a sharp increase in individuals owning cryptocurrencies like bitcoin and ethereum. Ownership has risen to approximately 12% of UK adults by August, up from 10% in June last year. Notably, there’s a significant uptick in those investing substantial sums: the proportion of people holding between £1,000 and £10,000 in crypto assets has jumped from 20% to 36%. The average holding value now stands at £1,842, up from £1,595 in 2022.

However, the FCA warns of growing misconceptions about investor protection. One in five crypto owners now believe they would be eligible for compensation if something goes wrong—a figure that has doubled from one in ten in 2022. The regulator reiterates that crypto remains largely unregulated, and investors should be prepared to lose all their money.

The report also notes a concerning rise in borrowing to finance crypto purchases. While most buyers use readily available cash, 14% have turned to credit cards or other forms of borrowing, up from 6% in 2022. Additionally, more crypto owners are engaging in “staking”—temporarily allocating their tokens to support blockchain networks in exchange for rewards.

Demographically, crypto ownership skews towards males, younger adults, higher socioeconomic groups, and higher earners. The FCA found that 18 to 34-year-olds, women, and those with holdings of at least £1,000 are more likely to mistakenly believe they have protection against losses.

The debate over crypto’s future intensifies as enthusiasts predict digital currencies will integrate into mainstream finance, while critics argue they facilitate illicit activities and represent a speculative bubble. President Trump’s pledge to make the US “the crypto capital of the planet” has raised expectations of a more favourable regulatory environment, contributing to bitcoin’s recent surge.

The UK’s seven million crypto owners now compare with the estimated 11.3 million adults who directly own shares, according to the FCA’s Financial Lives Study of 2022.

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Seven million Britons embrace crypto as Bitcoin soars to $95,000

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Shoppers are expected to face higher prices as retailers grapple with increased costs resulting from recent budget measures, the British Retail Consortium (BRC) has warned.

Additional expenses from national insurance contributions, a rise in the minimum wage, and a new packaging levy are set to drive up inflation, according to industry leaders.

Helen Dickinson, chief executive of the BRC, stated: “With significant price pressures on the horizon, November’s figures may signal the end of falling inflation. The industry faces £7 billion of additional costs next year because of changes to employers’ national insurance contributions, business rates, an increase to the minimum wage, and a new packaging levy.”

Dickinson called on Chancellor Rachel Reeves to reform the business rates system and reconsider the current timelines for the packaging levy to alleviate the financial burden on retailers.

Data from the BRC and research consultancy NielsenIQ showed that over the year to November, shop prices decreased by 0.6%, a slight slowdown from the 0.8% reduction in the previous 12 months to October. On a monthly basis, shop prices edged up by 0.2% after a 0.1% increase in October. Food inflation fell to 1.8% annually—the lowest rate since November 2021—down from 1.9% in October. Non-food prices declined by 1.8% over the year, a smaller drop compared to the 2.1% contraction in the prior month.

The BRC’s shop price index, released ahead of the official inflation figures, is a key indicator used by analysts. The official inflation rate rose to 2.3% in October from 1.7% in September.

Last week, over 70 of the UK’s largest retailers—including Tesco, Marks & Spencer, Sainsbury’s, Asda, and Next—wrote to the Chancellor warning that tax increases from the budget could lead to store closures, job losses, and higher prices for consumers.

Simon Roberts, chief executive of Sainsbury’s, highlighted that the increase in national insurance is expected to cost the supermarket an additional £140 million in the next financial year. He noted that while the company aims to mitigate the impact, the industry’s thin margins make it challenging to absorb such significant cost increases.

Marks & Spencer, which employs around 65,000 people, anticipates a £60 million impact from the national insurance hike and an additional £60 million due to the minimum wage increase. Leeds-based Asda expects approximately £100 million in extra costs from higher employers’ national insurance contributions and warned that these measures would likely contribute to inflation.

A survey from Asda’s monthly income tracker, produced with the Centre for Economics and Business Research, found that British households’ disposable income declined by £1.98 in October, leaving the average household with £247 per week.

The BRC’s warning coincides with research by accountancy firm Price Bailey, indicating that more than one in ten restaurants are at “imminent risk” of closure. The hospitality sector has been struggling with rising costs in recent years, and the latest budget measures have added further pressure through increased labour costs.

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Retailers warn of inevitable price rises due to budget measures

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Bonnie Blue Australian Visa May Get Canceled?

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Bonnie Blue is no stranger to controversy – But did she take it too far?

Bonnie Blue is a famous Onlyfans creator, originally from Nottingham (real name: not known). She recently came under fire for encounters with young (barely legal) university students, along with Lily Philips.

She has attended Schoolies in Australia, Spring Break in Mexico, and Freshers’ Week in the UK. An Onlyfans news source reports she is facing backlash from the local community for attending Schoolies. Reportedly, she attended it last year due to her Australian work visa, as this is her sole job at the moment. Data shows that she sold millions of copies on the internet right after attending. 

They are asking the Australian government to revoke her visa and have created an online petition for the same. They have termed her as a predator who preys on men, unaware of the repercussions. As per the allegations, she actively promotes her predatory lifestyle across the world.

Bonnie, however, denies the allegation by saying she is educating young men on safe sexual activities without shaming anyone. She also confirmed that she vets the IDs and only proceeds when they sign the agreements.

The parents and the local communities, however, do not agree with her. According to them, these events are already worrying, and they don’t want Bonnie to add to it. 

Her job is to prey on these vulnerable people, who might not be aware of the consequences of online infidelity. Yes, they might have signed the papers, but it’s not enough.

The parents said that if she cannot be denied entry to Australia, then it’s fine, but she should be banned from attending these events. 

Although we don’t know much about her personal life, we know she was in a relationship and married. Her ex-partner still works with her behind the scenes during filming.

She said that she switched to Onlyfans when she was bored of our daily routine. She had found her calling with it and the niche of barely legal men. On the Dream podcast, she said that she loves being with virgin men as much as they love it. She retells that some men are visibly shaking after waiting in the queue for almost 8 hours. She further stated that she earned 3 million pounds from her videos. However, she did not reveal if she shares the profits with her partners or not.

This podcast seems to have sparked the controversy again. They have likened her activities to luring young men into sexual work without their explicit agreement. People are outraged, and they say that if a man did this, they would have been sent to prison. It is not cool if a man says that he likes being with 18-year-old women, but why is there leniency in this case? But because she is a woman, authorities are not doing anything. She is crossing the boundaries of exploitation and coercion, according to these petitioners.

As mentioned before, this is not the first time she is in the headlines of Onlyfans news. She, along with Lily Collins, announced they want to set a record for sleeping with 1000 men in a day. They have invited university students to compete in this challenge, where these men are seen waiting for their turns.

She also faced pushback for her views on marital infidelity. In the Kyle and Jackie O Show, she said that cheating men may become better partners later in their lives. Needless to say, netizens did not agree with her point.

She, of course, was able to overcome these situations and pursue her goals. But did she push the envelope too far this time? Does she worry about teaching safe sex and having fun without any judgment, or is she only after money?

According to most netizens, concerns regarding these events are genuine. We have seen cases where allegations were filed against these actors. However, the internet is divided on the subject, except for Australian residents.

This petition has 19,000 signatures (at the time of writing).

We will cover this news as soon as we get updates. But what do you think about this?      

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Bonnie Blue Australian Visa May Get Canceled?

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So you’re crushing it at work, but your love life’s on life support. Balancing a booming career with dating feels like juggling flaming chainsaws.

Tough, but not impossible. The effort doesn’t have to kill your social interactions. With a bit of strategy, you can make room for both board meetings and romantic meetups. Let’s explore how you can make it happen without losing your mind.

Believe it or not, you can have both a killer career and a decent dating life. It just takes a little planning and the right tools. With the help of platforms like LovoFinder, you can meet someone without tanking your professional game. Stick around, and we’ll show you how.

Prioritize and Schedule Your Time

Time is your most valuable asset. You plan meetings and deadlines, so why not date nights? Block out specific times in your calendar for socializing. Treat it like any other important appointment—because it is.

Use time management techniques like time blocking to make sure dating doesn’t fall through the cracks. Maybe set aside one or two evenings a week to meet new people or encourage budding relationships. That way, you’re not leaving your love life to chance.

Its streamlined features help you connect with potential partners effectively so yeah, LovoFinder makes this easier. No endless swiping, only quality dating when you have the time. It’s like speed dating on your terms. Plus, the app’s smart matching algorithms do a lot of the legwork for you, so you can focus on making real relationships.

Set Realistic Expectations

Be real with yourself about how much time and energy you can spare. You’re not a superhero—you can’t be everywhere at once. Focus on quality over quantity. Serious connections are always better than half-hearted conversations. Know what you’re looking for and stick to it.

Being upfront with your matches about your busy schedule can save a lot of hassle. Honesty here sets the right expectations and filters out those who might not be compatible with your lifestyle. After all, the last thing you need is added stress from mismatched expectations.

Invest time in truly getting to know you and your potential partner. Instead of simple chats, build deeper conversations. LovoFinder encourages special interactions, helping you connect with people who appreciate your ambition. By focusing on getting to know each other, you create a foundation that withstands the demands of a busy career.

Be Open About Your Career Priorities

Transparency is your friend here. Don’t shy away from sharing your career ambitions with potential partners. If you’re gunning for that promotion or launching a startup, let them know. Being open about your professional goals isn’t bragging – it’s showing who you are.

Sharing your ambitions can actually attract like-minded individuals who find drive and passion attractive. You’ll draw in people who not only understand your hustle but might even be inspired by it. Also, it’s better to hang out with someone who understands that your late nights aren’t a sign of disinterest.

When discussing your career commitments, frame them in a positive light. Instead of saying, “I’m too busy for anything serious,” try, “I’m passionate about my work, and I’m looking for someone who appreciates that.” The main thing is communication that does not disturb the atmosphere.

Maximize Quality Interactions

Let’s face it, you don’t have hours to waste on small talk. Ask provocative questions and be genuinely interested in the answers. Quality over quantity, remember?

Being selective isn’t being picky – it’s being smart with your limited time. Focus on matches who share your values and way of life. If someone’s profile screams incompatibility, don’t force it. Put your energy where it matters.

Use LovoFinder’s tools to your advantage. Features like interest tags and compatibility quizzes can help you find matches that are worth your time. These tools simplify the process so you’re not sifting through a sea of unsuitable options.

When you do meet up, make it memorable. Choose activities that you both enjoy and that allow for real conversation. This way, even if time is short, the connection isn’t.

Conclusion

Combining a fast-paced career and an active personal life is not an easy task, but it is not impossible. By prioritizing and planning your time, setting realistic expectations, being open about your career priorities, and maximizing the quality of your interactions, you can succeed.

It’s all about strategy and using the right tools, like LovoFinder to meet someone who gets you. Don’t settle for a monotonous life when you can build a successful career and meaningful relationships. So go ahead, take these tips for a spin, and get back in the dating game without skipping a beat at work.

Life’s too short to wait for the “right time.” Make the time, and you’ll find that striking a balance is not just achievable—it’s downright rewarding.

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How to Date on LovoFinder While Building a Successful Career

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The influencer marketing industry was priced at 21 billion in 2024 and is projected to rise to 25 billion pounds by the close of 2024.

Consumers commonly invest in the product recommendations of their chosen influencer; others are turned away by what they deem inauthentic content. In the run-up to Christmas and in the digital age of the investigative consumer, Somebody Digital reveals how brands and consumers alike can cut through the noise to uncover genuine, impactful influence.

Recent studies discovered that while 70% of consumers trust influencers as much as personal endorsements, over 50% state that they feel overwhelmed and sceptical due to the high volume of paid posts on their newsfeeds. This paradox signals a growing trend: influencers can entice and deter consumers.

“In a market saturated with #AD, authenticity isn’t just a buzzword—it’s the key to success,” says Cristiano Winckler at Somebody Digital.

When Influencers Backfire: The Pitfalls of Inauthenticity

With more influencers entering the market daily, a significant portion of content can feel repetitive, shallow, or overly promotional. 45% of consumers have hit the unfollow button on influencers who regularly promote paid ads or brand deals that their audience feels don’t align with their values. The consequence for brands? A decline in engagement, reputation, and inauthenticity, even towards future campaigns.

Influencer Red Flags For The Consumer:

Beware of ‘Over-Sponsored’ content. When every post is an ad, consumer trust takes a hit. Consumers should be wary of influencers who promote products in rapid succession, often with little relevance to their usual content. Similarly, brands should collaborate selectively to avoid over-commercialisation.

Note To Brands:

Adopting an influencer based on who they have worked with can be easy. However, there must be a balance between sponsored posts and organic, all relating to your target consumer.

Authenticity vs. Product Fatigue

While influencers portray how a product can sit in their followers’ lifestyles, overexposure to a single brand or message can fatigue audiences. It has been proven that consumers skip over content they believe is repetitive or forced.

Engagement That Goes Beyond Data

High engagement doesn’t automatically equal high trust. Look beyond likes and comments to ensure authentic interactions, meaningful discussions, and critical comments; metrics such as comments and audience interaction often speak louder than follower count. In other words, influencers with fewer followers but ones who meaningfully engage and hold the potential to become brand ambassadors will be more beneficial than influencers who have millions of followers.

Tips for Finding Genuine Influencers

How Consumers Can Navigate Their Interactions with Influencers:

Check for Consistency: Observe whether influencers consistently support certain causes, values, or lifestyles across their content. Genuine influencers tend to have a recognizable mission or theme.

Engage with Content: Read the comments and replies to an influencer’s posts. Influencers who actively engage with their followers demonstrate a two-way conversation, often signaling authentic connections.

Look for Disclosure: Transparent influencers clearly disclose their partnerships, using language that’s easy to understand (e.g., #Ad or #Sponsored). Their willingness to be honest builds trust.

Assess Quality, Not Quantity: A high follower count doesn’t always indicate influence. Check how engaged their audience is — do they have thoughtful comments, meaningful interactions, or just generic likes?

Follow Diverse Influencers: To avoid echo chambers and broaden your perspective, consider engaging with influencers from different cultural backgrounds, regions, and viewpoints.

The Evolving Role of Influencers in Modern Society

Influencers are shaping the future of advertising, creating powerful narratives that resonate deeply with followers. This guide recognizes this influence’s positive and negative aspects and aims to spark meaningful conversations around transparency, ethics, and consumer responsibility.

“Many influencers use their platforms to bring light to critical social issues, support small businesses, and drive positive change. At the same time, their power means they must operate with care, ethical consideration, and responsibility to their audiences,” adds Winckler.

Empowering Consumers to Ask Questions

Beyond identifying genuine influencers, question what you see online to make informed decisions, before acting on any recommendations. Questions to ask yourself include:

Is the influencer’s endorsement backed by evidence, or are they promoting a product?
Have they received compensation to speak about a particular topic or service, and how does it impact their narrative?
Is the influencer transparent about their successes and failures, especially regarding lifestyle, fitness, or wellness goals?

Collaboration with Influencers: What Consumers Should Know

Brands and influencers should collaborate to deliver content that aligns with consumer expectations; authenticity audits, long-term brand partnerships, and ethical influencer marketing are important to build trust between influencers, brands, and consumers.

“Brands are beginning to prioritise genuine, long-term relationships over quick, transactional partnerships with influencers. This shift allows for more credible endorsements and fosters trust,” Winckler explains.

Read more:
Influencer Overload? How to Navigate the World of Influencers in a £21 Billion Industry

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