Paul Greenwood

Paul Greenwood, Global Head of Research and Insights at We Are Social, shares his expertise on the evolving creator economy. He discusses key trends affecting influencer marketing, revealing a shift from text-based to visually-driven content. The podcast dives into the tension between relatable realism and extreme influence among creators. Greenwood highlights the need for authenticity in brand collaborations and the challenges of navigating a saturated landscape, where engagement and originality are essential for success.

Paul Greenwood, Head of Research & Insights at We Are Social, tracks social intelligence and cultural behaviour. Emily Heath, Global Brand Director for Rexona, leads brand strategy and sports partnerships. They discuss shifting global digital habits and platform fragmentation. They explore listening to micro-communities, balancing data and creative instinct, and using AI as a tool while keeping human judgment central.