Influence by the Masses: How Sources of Influence are Shifting

The Edelman Survey and Karen Keller’s Reaction

An interesting new study on influence was recently conducted on the topics of trust and influence by the Edelman group.

In this study, the global population was divided into two groups.

1) The INFORMED Public

15% of the Global Population

  • They are the top 25% earners in their age group in their country
  • College Educated
  • Report significant consumption of engagement of business news

2) The MASS Population

The rest of the 85% of the global population not included in the INFORMED Public.

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