Brands must break up with influencers in 2025

The value of influencers is increasingly under question. A string of seemingly random promotions across social media by tenuously connected celebrities add little value. Suggesting now is the time for action, the new consumer Brand Love Index recommends brands must break up with influencers.

Streetbees’ new research reveals that celebrities and influencers hold limited value for UK and US consumers’ brand love. Over two-thirds say they are not important. Instead, consumers prioritise authentic reviews and user-generated content, with 44% considering these significant influences.

This research follows the launch of Streetbees’ new ‘Brand Love Index.’ It details the most loved brands and how to win over consumers in 2025 .

As influencer marketing continues to soar, expected to grow by $52 billion by 2028. Brands may be surprised to learn that celebrity endorsements and influencer partnerships are not the most important factors in fostering brand love. Research shows that authenticity trumps celebrity and influencer affiliation. Over a third of respondents deem the role of celebrities and influencers (35% and 36% respectively) not very important to loving or hating a brand.

Instead, 40% of consumers cite ethical practices as the key factor contributing to their love for a brand. This is closely followed by sustainability efforts (37%) and inclusivity (32%). Yet just over one in five (21%) consumers say political alignment is somewhat important to brand love or hate.

Influencers’ power is waning

Vidisha Gaglani, CEO, Streetbees comments, “Consumers are looking beyond celebrity and influencer affiliation, aligning with brands that reflect their values like ethical practices, sustainability, and inclusivity. The rise of deinfluencing – where consumers discourage people from buying certain products or engaging with certain brands – underscores this shift in consumer preferences. Consumers are increasingly voting with their wallets and hearts when it comes to brands they truly resonate with.”

To love a brand means to be loyal

Loving a brand goes hand in hand with trust and loyalty. When asked, nearly two-thirds (63%) say loving a brand means brand trust and loyalty. While 56% say they remain loyal to the brands they love. But what’s fuelling dislike? Among household brands, over half (57%) say poor product quality is the main reason. While 54% feel the same about lifestyle brands.

Interestingly, 1 in 8 (13%) say adopting market trends has no bearing on their feelings towards a brand. Consumers have identified three critical areas that brands need to prioritise to win their hearts. These include competitive pricing (37%), high quality (35%) and customer-centric focus (21%). Our survey respondents also expressed ways to win their love in 2025:

Brands should focus on inclusivity for all. Offering higher quality products and ingredients, better pricing, and more availability ensuring that people of all genders, races, sexual orientations, nationalities, skin colors, and ages can use their products.

Brands should focus on lowering prices without compromising quality, avoid reducing product sizes while increasing prices.

They should treat employees and customers better. Resist unethical pressures, and find a balance between profit and consumer fairness by sourcing materials ethically and pricing products appropriately.

The role of the customer experience in brand love

Customer dissatisfaction has emerged as the top reason behind brand aversion, cited by over half (53%) of consumers. Unsurprisingly, excellent customer service proves a game-changer, with 56% stating it’s a critical factor in shaping their feelings towards a brand. Reviews and user-generated content also hold considerable sway, as 44% of consumers consider them very important to loving or hating a brand.

Gaglani continues, “This year, loyalty begins with love. For brands, that means forging deeper connections. Aligning with what truly matters to consumers: shared values, ethical practices and inclusivity, alongside trust, affordability and quality. Winning hearts won’t come from chasing fleeting trends or influencer hype. Instead, it will be about delivering authentic value, championing causes consumers care about and creating experiences that resonate on a personal level to build lasting loyalty.”

The research tracks with our recent article, “Are influencers relevant in the age of UGC?” A question that more brands will need to consider as the purpose of influencers becomes less clear over time.