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2026

Community Sentiment Tracker Report – Wave 3 (Latest)

Our latest wave of community sentiment research, conducted by Roy Morgan, provides insights into community perceptions and expectations around influencer marketing.

Key insights:

Influencer marketing is mainstream: 83% of Australians have heard of it and over half report seeing influencer marketing at least daily.
Overall sentiment is negative: 56% hold negative views, compared to just 6% positive.
Limited self-reported impact on purchasing: Only 13% say they have purchased based on influencer promotion.
Confidence in identifying influencer marketing is mixed: While 53% feel confident, 19% lack confidence.
Disclosure is expected: 84% of Australians believe it’s important that influencers clearly disclose advertising.
Highest concern categories: Influencer marketing relating to health and medical products or advice generates the greatest concern, followed by financial products and services, gambling, and beauty and cosmetic services.
Disclosure supports reputation: Around three-quarters of Australians said clear disclosure would have a positive or neutral impact on their perceptions of both brands and influencers.
Non-disclosure damages reputation: Around four in five Australians report a negative perception of brands and influencers when advertising is not clearly disclosed.

Community sentiment and trust in advertising

The research also explored general sentiment and trust in advertising

View report

Community Sentiment Tracker Report – Wave 2

Explores how Australians feel about advertising.
Focus areas: sentiment towards AI-generated content in advertising, general sentiment towards advertising.

View report