Agents of Trust

Who do you trust most to impact your purchase decisions?

Agents of trust

Who do you trust most to impact your purchase decisions?
New Zealand’s behavioural scientist, marketing education and consumer advocate Dr Sommer Kapitan explores the significant shifts we experience in our agents of trust throughout life. Dr Sommer discusses her research into the ever-growing space of social influencers, tasked with translating a brand’s message and creating content that connects with the consumer. These content creators are blurring the lines between brand and trusted friend, acting less as a paid promoter and more as a familiar stranger.

New Zealand’s behavioural scientist, marketing education and consumer advocate Dr Sommer Kapitan explores the significant shifts we experience in our agents of trust throughout life. Dr Sommer discusses her research into the ever-growing space of social influencers, tasked with translating a brand’s message and creating content that connects with the consumer. These content creators are blurring the lines between brand and trusted friend, acting less as a paid promoter and more as a familiar stranger.