Influencers push back against 'most distrusted profession' label

A survey naming influencers as the most distrusted profession has sparked pushback in the UAE, where creators and agencies argue the label oversimplifies a diverse and evolving industry.

- Waad Barakat

They say trust is being rebuilt through transparency, long-term collaborations, and authentic engagement with audiences.

Tatum Greig, founder of Bees&Honey, Mena's only influencer-first creative agency, said part of the problem lies in how the word "influencer" is used. "The term has become generic, and that's part of the issue. There's a big difference between an influencer and a creator," she said.

According to her, influencers are often seen as focusing on sales-driven collaborations that may feel overly promotional, while creators build original content rooted in authentic community relationships. "When influencers are treated as media channels, trust erodes. When they're treated as collaborators, impact follows," she said.

This came at Insight Discovery's seventh annual Worst Reputation in the UAE survey, which was traditionally dominated by credit card issuers and recruitment firms. The list saw a major shift this year as influencers claimed the top spot. For most of the past six years, credit card issuers and recruitment firms dominated the rankings.