News + Trends


The Power of Influence: Insights & Trends Q2 2023

This quarter, we explore culture and content through the lens of the comfort influencer, wellness and health, #dupe culture and #watertok, bringing you our POV on how these shifts affect your business, and how the power of influencers and content creators can be harnessed to create impact online and IRL.

In this edition, we provide detailed analysis on:
– Why people gravitate towards unexpected content creators
who provide stability, reliability, and comfort
– The tension between wellness and wealth
– What the explosive popularity of #DupeCulture signals about
consumption and perceived status in society
– And the niche but growing prioritisation of hydration across influencer content and the beauty & wellness industries.

The common thread is that people desire to both feel well and look good (a tale as old as time) but are seeking novel ways to achieve these goals in ways that are inspired by niche communities on social media.

If you would like to receive this report and explore how ITB, can put your brand at the centre of culture, please get in touch –

Thank You for Reading,
ITB Talent & Influencer Team

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