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Role Models

Who are we listening to nowdays?

Who is your role model? Who do you look to for guidance in understanding the world, knowing how to behave or react in certain circumstances and where do you find your worldview from?

In 2022, we carried out research exploring the meaning of role models, what impact they have on people and how traditional ‘role models’ compare to contemporary social influencers. We wanted to understand the potential for brands and organisations to become more influential and in tune with people’s attitudes and experiences

This research is part of The Identity Series, where every year we explore aspects of life that touch on people’s identity.

To hear the full results of this research and its implication for brands in the UK, please get in touch to arrange a time for us to present the findings at