Healthcare workers emerge as new influencers

Published on 9th July 2020

This insight post is a summary of the original blog post authored by KGBTexas Communications. View the original, full-length blog post.

Earlier this year, a survey of traditional news, social media and digital content headlines showed how Americans have an unhealthy obsession with the Kardashians, Real Housewives, the royal family, and dozens of other celebrities in the spotlight. 

However, COVID-19 has created a shift of influencers. A report titled “The New Influencers” from Marie Stafford and Wunderman + Thompson calls attention to ordinary people being displayed on the covers of magazines as opposed to celebrities or models.  

The Spotlight Shifts to Essential Workers 

The spotlight began shining on Dr. Anthony Fauci, director of the National Institute of Allergy and Infectious Diseases, then transitioned to shining among the millions of “essential workers” in America. The millions of people who are putting themselves at risk every day to make sure the rest of us could still access the necessities. 

Shifting to a More Meaningful Messaging Strategy 

Some celebrities used their status and following for good, like actor John Krasinski and his web series, Some Good News. Other celebrities, like Ellen DeGeneres, were ridiculed for complaining about being quarantined. 

Still Getting Creative with Content & Social Media

Healthcare workers are celebrated with applause every evening in New York City, a pediatric nurse in San Francisco has become a TikTok sensation and street artist Banksy has created a piece that shifts the perspective on the term superhero. 


The shift from idolizing celebrities to honoring the people, skills and talent that are arguably truly worthwhile should be considered a welcome change. As we continue to move forward, there is hope that we’ll carry this new perspective and the “new influencers” with us. 

KBGTexas Communications is a full-service communications agency located in Houston and San Antonio, Texas. Since the beginning, KGBTexas Communications has provided services in public relations, advertising public affairs, and crisis communications. Client goals and objectives come first for the team as they work to provide excellent services.

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