Issue 2 of our Dirty Words series looks at Influence, a term that’s increasingly defined by the inherently exploitative side of capitalism and the detrimental effect of social comparisons. We zoom-out and look for the positives of influence and begin to explore what it means to be influential in a positive and authentic way.

Dirty Words is our report series that looks to redefine the meaning of meaningless words. We want to look at keywords that dominate product, brand, and media conversations, to unpack the disconnect in meaning between individuals and companies. We think of these as ‘dirty words’, whose original meaning has been modified by cultural shifts.

Issue 2 of the series looks at Influence, a term that’s increasingly defined by the inherently exploitative side of capitalism and the detrimental effect of social comparisons. We zoom-out and look for the positives of influence and begin to explore what it means to be influential in a positive and authentic way.