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EMEA Consumer Navigator Q3 2025: Influencer

The Q3 2025 EMEA Influencer Navigator explores how consumers across UK, Spain, Italy, DACH and South Africa are engaging with influencer content and how this shapes their purchasing behaviour.

Nearly half of consumers interact with influencer content, with authenticity emerging as the cornerstone of trust and over one-third making monthly purchases inspired by influencers, most often online.

The report spotlights emerging trends in discovery across platforms, shifting expectations around sponsored content, and the growing role of AI, welcomed by younger audiences but met with caution by older consumers to help brands stay closely aligned with evolving consumer expectations.

Download the full report to gain insights into the influencer trends across EMEA.

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Any statements or actions that purport to relate to the Dentsu Group and are inconsistent with U.S. law or guidance should be interpreted as, and deemed, not applicable to the U.S.