In Leaner Times, Authenticity on Social Is Worth Even More

As the creator economy matures, dentsu’s latest Consumer Navigator report sheds light on how influence is evolving across EMEA. In an era of financial pressure and algorithm fatigue, consumers are redefining value beyond price, and brands are turning to creators who can deliver trust, emotional resonance and relevance across both consumer and business audiences.

LBB’s Alex Reeves sat down with Emma Odendaal, dentsu’s EMEA head of influence (plus Ciara Smyth, managing partner at Total Social UK, dentsu), to unpack the findings – from the rise of B2B creators to the importance of ‘respectful targeting’ and why the agency launched its School of Influence to help build a more intentional creator economy.

LBB> How are consumers redefining ‘value’ in a time of financial strain – and what should brands take from that shift?

Emma> We’re seeing people become much more intentional about what they buy. Value isn’t just about price anymore, it’s about what feels worth it emotionally. Even with tighter budgets, consumers are still allowing themselves small treats or experiences that add a sense of ease to their daily lives.

We saw this come through quite strongly in our latest Consumer Navigator findings. People might skip the big purchases, but they still want those little moments of comfort and joy. For brands, that means ‘value’ now has two sides: something that fits the budget, and something that genuinely lifts people’s spirits. The brands that understand both will stay relevant.

LBB> Which categories or behaviours are proving most resilient, and why do you think they’re still thriving?

Emma> The most resilient categories are those that help people feel good while staying mindful of their budgets – things like food and drink, personal care, and affordable leisure. These give people a sense of comfort and control at a time when both can feel uncertain.

We also see a ‘return to real’ trend in our Navigator data – people are craving tangible, in-person experiences after years of digital fatigue. Brands that deliver that sense of connection and sensory pleasure are continuing to thrive, even as consumers remain cautious with their spending.

LBB> How are influencers helping people decide what ‘feels worth it’ beyond just price or promotion?

Emma> Influencers are capable of conveying feeling, and converting it into long-term brand building, more than any other advertising form. We see this evidenced in recent research from the IPA as well as our own dentsu studies into attention with Lumen – influencers deliver better attention and uplift in consideration than traditional ads.

They blend personal endorsement with informational value in a way audiences trust.

LBB> dentsu’s research highlights the rise of B2B influence. How is that changing what ‘influencer marketing’ even means?

Emma> B2B is one of the most dynamic frontiers for influencer marketing right now as the line between personal and professional decision-making blurs. Our SuperPowers research reveals that being humanly relevant has never been more important – and personal decision drivers for the first time outweigh professional ones.

So influencer marketing in B2B plays an effective role in cutting through traditional messaging with content that resonates emotionally and rationally, to drive trust and moments of connection across the buying journey.

LBB> What do brands need to do differently when engaging creators who speak to professional audiences rather than consumers?

Emma> The B2B buyer journey is typically longer and more complex, so influencer strategy needs to start early – targeting the research and discovery phases of the buying experience – extending all the way through to contracting.

Crucially, influencers across the purchase journey need to be optimised for their specific roles in influencing the decision maker and wider buying group. This means building a tiered strategy: from end-users who act as product advocates, through to thought leaders who drive credibility, subject-matter experts who deepen trust, trailblazers from adjacent categories who spark innovation, and employees who turn the internal into external advocacy.

LBB> Many people say they want personalised recommendations, yet they’re tired of algorithms. How do you interpret that paradox?

Emma> Yes, our Consumer Navigator research shows many are frustrated with the diversity of perspectives and content shown on social media feeds. Our CMO survey echoes these findings. Algorithms are a double-edged sword; essential for visibility, but the pressure to optimise for the algo leads to homogenised content.

To manage this tension, CMOs are turning to cultural, creator and community partnerships in an attempt to lead, not follow, the conversation. The more we automate, the more valuable authentic human insight, distinctive craft and unpredictable creative leaps become.

LBB> What does ‘respectful targeting’ look like in practice for brands trying to balance data, creativity and consumer trust?

Ciara> In an era of heightened privacy awareness and creative saturation, respectful targeting is emerging as a strategic imperative for brands. As consumers become more data-aware and emotionally discerning, brands must evolve from simply personalising experiences to earning the right to do so. Respectful targeting is about balancing precision with permission, creativity with context, and performance with principles.

At its core, respectful targeting starts with consented, context-rich data to deliver emotionally intelligent creative that resonates without intruding. Creativity plays a vital role in this equation. An example could be using dynamic creative optimisation (DCO) to elevate relevance without crossing into manipulation. By tailoring messaging to audience motivations, campaigns can achieve personalisation that feels intuitive, not intrusive.

But data and creativity alone aren’t enough. As consumers become more cautious and informed, their expectations around privacy and transparency are rising. According to the Usercentrics State of Digital Trust Report 2025, nearly half of global consumers say clarity about how their data is used is the most important factor in deciding whether to trust a brand – yet 77% still don’t fully understand how their data is collected or applied.

This disconnect highlights the need for brands to move beyond compliance and embed transparency and ethical boundaries into every aspect of their digital experience, from targeting logic to creative execution. Personalisation should feel earned, not assumed.

LBB> Through initiatives like the School of Influence, what future do you envision for the creator economy across EMEA?

Emma> The creator economy is growing at breakneck speed. Governments, regulators, education institutions – and even creators themselves – are struggling to keep pace, with many facing burnout and a lack of infrastructure to support their businesses.

That’s why we see the dentsu School of Influence as a critical intervention. More than a content-creation training ground, it empowers creators with the skills to navigate the creator economy, and engages with regulators and brands on what meaningful support looks like. The result is a creator economy that’s more intentional and inclusive, and rooted in regional relevance.