The Influentials

About the Author

Ed Keller and Jon Berry, the authors of "The Influentials," bring a wealth of experience from the fields of marketing and consumer behavior. Ed Keller, CEO of RoperASW, has been a leading figure in global marketing research, helping major corporations understand and reach their audiences. Jon Berry, a vice president at RoperASW, has a deep background in studying market trends and consumer insights. Together, they have crafted a compelling exploration into the small but powerful group of Americans they call the Influentials, revealing their significant impact on societal and consumer trends.

Main Idea

"The Influentials" delves into the concept that a select group of Americans—roughly 10% of the population—has a profound influence on public opinion and consumer behavior. These individuals are not defined by wealth or education but by their active engagement in community and civic activities. They are trusted sources of information and opinion, often guiding the decisions of their peers. Keller and Berry argue that understanding and engaging with this group is crucial for businesses, marketers, and policymakers seeking to connect with the broader public. The book explores who these Influentials are, what makes them tick, and how they can be effectively reached.

Table of Contents

• Who Are the Influentials?
• The Influential Personality
• How Influentials Spread Ideas
• The Age of Autonomy
• Seven Trends Shaping the Future
• Six Rules for Reaching Influentials

Who Are the Influentials?

The Influentials are a unique segment of the American population, characterized by their active participation in societal and community activities. Unlike common assumptions, these individuals are not necessarily the wealthiest or the most educated. Instead, they are defined by their engagement and influence within their communities. The authors provide a vivid example with Isabel Milano, a community leader from Irvington, New York. Isabel, a 42-year-old mother, is deeply involved in local initiatives such as the Irvington Education Foundation and has even run for public office. She is often sought out for advice on a range of topics, demonstrating her role as an information hub within her community.

This archetype of an Influential is someone who is deeply connected, knowledgeable, and active in a variety of spheres. They play pivotal roles in spreading information and opinions, making them crucial for shaping public discourse. Keller and Berry emphasize that Influentials are "strategically placed at the center of conversations," providing them with a powerful platform to influence others.

Demographically, Influentials tend to be middle-aged, with a median age of 45.2 years, and are often married with children. They are predominantly homeowners and have a median household income of around $55,000. They are well-educated, with the majority having attended college, and are technologically savvy. Politically, they are centrists, reflecting a balanced approach to societal issues. These demographic details, however, are less defining than their behaviors and attitudes, which are the true markers of their influential status.

The Influential Personality

The personality traits of Influentials are key to understanding their role in society. They are proactive, often taking the initiative to get involved in community issues and civic activities. This proactive nature is not limited to public matters; it extends into their personal lives, where they demonstrate a restless curiosity and a desire to learn and grow. Keller and Berry describe them as having "active minds," constantly seeking new information and experiences.