The Growth Distillery has collaborated with Ogilvy and Kantar to launch a research and insights program titled 'The Influence Codes', delving into the shifts in technology, society, and globalisation that are reshaping the landscape of influence.

The research suggests that the world around Australians is perceived as increasingly complex and less trustworthy, with 71% of Australians feeling this way. It proposes that 'affinity', a blend of character, proximity, and relatability, is the new bedrock of influence.

The Influence Codes is the culmination of six months of extensive research, involving consultation with a global panel of experts from various fields and interviews with over 9,000 Australians across more than 20 unique decision-making scenarios.

Head of Research at The Growth Distillery, James Taylor, said: "There are three key takeaways we want to share with brands. Firstly, we unpack how the traditional codes of influence have been disrupted, with the decline of traditional authority and the rise of affinity as the new cornerstone of influence. Secondly, we explore what's caused this disruption through a deep dive into four seismic shifts: information overload, codeless culture, declining institutional trust and choice fatigue. And finally, we provide guidance on how to apply the new rules of influence including how to use the ‘goldilocks zone’ of affinity marketing, showing up in high cognitive load environments, how tone of voice creates affinity and applying the six archetypes of influence."

Ogilvy Network ANZ Consulting, Growth and Innovation Lead Toby Harrison, said: "While most of us would feel we know what influence is, very few of us actually understand how influence works in the modern world. What we have discovered is that a large portion of what the marketing industry believes is effective, is categorically wrong. We now have a genuine and comprehensive understanding of what creates influence and how that power can be leveraged by marketers to deliver effective growth."

The Influence Codes will explore four key categories in 2024, including Travel, Food, Health, and Retail, with findings to be released over the coming months. The Growth Distillery, an independent research think-tank, is powered by News Corp Australia.