Marketers are more aware than ever of the importance of language and the power it can wield.

So why then, is the term 'influencer' increasingly viewed as a 'dirty word' among brands, and the consumers they sell to?

With many advertisers now proudly enlisting 'creators' to front campaigns, Adweek reporter Emmy Lederman decided to probe this debate around verbiage.

This week, she joins Adweek's Europe brand editor, Rebecca Stewart, on the podcast to discuss what she uncovered.

The pair also discuss whether the rejection of the influencer culture is rooted in misogyny, as well as why some brands and online personalities are proudly reclaiming the word and all it stands for.

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Sources: ¹ Fortune, August 2023. ²Walmart internal data, January 2023. No endorsement of third-party data sources.

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What Influencer Aversion Says About Internet Culture

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