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A new survey found that 57% of Gen Zers said they would quit their day job to become an influencer if given the chance, which a brand expert translated to mean that more than half of the coming-of-age respondents “believe people can easily make a career in influencing.”

Decision intelligence company Morning Consult released its September 2023 brand report, which, after surveying over 2,200 US adults and Gen Zers aged 13 to 26 who are active on social media, concluded that “consumer behaviors and attitudes may be constantly evolving, but the allure of influencers and the draw of becoming one! remains notable.”

Nearly 60% of respondents in Generation Z — who were born between 1997 and 2012 — said they would take the job of social media influencer over their current gig, while 41% of adults would opt for the role, which sees people earning money to post photos and videos endorsing a product or service.

Of those Gen Zers, 53% believe being an influencer is a reputable career choice, and three in 10 teens and young adults even said they would pay to become an influencer.

For Gen Zers who would become influencers, 22% said they would post about gaming, while 10% fantasize about endorsing beauty and skincare products.

Young people said they’d be least interested in being an influencer with a niche in drinking, home design, politics or social causes, the Morning Consult survey found.

Most adults, meanwhile, don’t know what they would post about, followed by 13% that said they would create food content and 8% who would share posts on music.

Ellyn Briggs, a brands analyst at Morning Consult, told CNBC that TikTok makes influencing seem like a more plausible career than ever thanks to its “no-frills, direct-to-cam and low-editing content.”

TikTok has “broadened the amount of people who feel influencing is accessible to them,” Briggs added, who said the survey results show Gen Zers “believe people can easily make a career in influencing.”

Briggs attributed young people’s desire to influence to the ability to make money, work flexible hours and do fun tasks.

And as an interest in becoming an influencer has grown, so has social media users’ trust in the online endorsers.

A staggering 61% of Gen Z and millennial survey respondents said they trust social media influencers — an increase from the 51% that trusted these highly-followed users in 2019.

Gen Zers don’t appear deterred by the “not insignificant amount of content creator controversies” that have gone viral or gotten users cancelled in recent years, Briggs said.

Among the most prominent influencers to fall victim to cancel culture include James Charles, Jeffree Star and Jenna Marbles.

Charles, and ultra-popular beauty YouTuber, was temporarily blocked from monetizing his content on the video-sharing site back in 2021 after it was alleged that he, then 21, used his status on the site to bait and groom minors, including two 16-year-old boys who say they engaged in direct message conversations.

Star — who started his social media career out on MySpace before launching a YouTube channel in 2006 to post makeup tutorials — was cancelled in 2020whenInsiderinvestigated claims that Star drugged men.

And Jenna Marbles, formally known as Jenna Mourey, peaked at over 20 million YouTube subscribers before yanking her channel from the platform following allegations of blackface in 2020.

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Business

Sanctions against Russia have changed what Europe imports, but it’s still worth billions to Putin

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Sanctions against Russia have changed what Europe imports, but it's still worth billions to Putin

Did you know there’s a critical product – one without which we’d all be dead – which Europe is actually importing more of from Russia now than before the invasion of Ukraine?

It might feel a bit pointless, given how much chat there is right now about the end of the Ukraine war, to spend a moment talking about economic sanctions and how much of a difference they actually made to the course of the war.

After all, financial markets are already beginning to price in the possibility of a peace deal between Russia and Ukraine. Wholesale gas prices – the ones which change every day in financial markets as opposed to the ones you pay at home – have fallen quite sharply in the past couple of weeks. European month-ahead gas prices are down 22% in the past fortnight alone. And – a rare piece of good news – if that persists it should eventually feed into utility bills, which are due to rise in April, mostly because they reflect where prices used to be, as opposed to where they are now.

EU's Russian gas imports have fallen

But it’s nonetheless worth pondering sanctions, if for no other reason than they have almost certainly influenced the course of the war. When it broke out, we were told that economic sanctions would undermine Russia‘s economy, making it far harder for Vladimir Putin to wage war. We were told that Russia would suffer on at least four fronts – it would no longer be able to buy European goods, it would no longer be able to sell its products in Europe, it would face the seizure of its foreign assets and its leading figures would face penalties too.

The problem, however, is that there has been an enormous gap between the promise and the delivery on sanctions. European goods still flow in large quantities to Russia, only via the backdoor, through Caucasus and Central Asian states instead of directly. Russian oil still flows out around the world, though sanctions have arguably reduced prices somewhat.

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Luxury cars still getting to Russia

The upshot is Russia has still been able to depend on billions of euros of revenue from Europe, with which it has been able to spend billions of euros on components sourced, indirectly, from Europe. Its ability to wage war does not seem to have been curtailed half as much as was promised back in 2022. That in turn has undoubtedly had an impact on Russia’s success on the battlefield. The eventual peace deal is, at least to some extent, a consequence of these leaky sanctions, and of Europe’s reluctance to wage economic war, as opposed to just talking about it.

A stark example is to be found when you dig deeper into what’s actually happened here. On the face of it, one area of success for sanctions is to be seen in Europe’s gas imports. Back before the conflict, around half of all the EU’s imported gas came from Russia. Today that’s down to around 20%.

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But now consider what that gas was typically used for. Much of it was used to heat peoples’ homes – and with less of it around, prices have gone sharply higher – as we are all experiencing. But the second biggest chunk of usage was in the industrial sector, where it was used to fire up factories and as a feedstock for the chemicals industry. And that brings us back to the mystery product Europe is now importing more of than before the invasion.

One of the main chemicals produced from gas is ammonia, a nitrogen-based chemical mostly used in fertilisers. Ammonia is incredibly important – without it, we wouldn’t be able to feed around half of the population. And since gas prices rose sharply, Europe has struggled to produce ammonia domestically, turning off its plants and relying instead on imports.

EU is actually becoming more reliant

Read more:
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Russian oligarchs with links to Kremlin face UK ban under new sanctions

Which raises a question: where have most of those imports come from? Well, in the UK, which has imposed a clear ban on Russian chemical imports, they have come mostly from the US. But in Europe, they are mostly coming from Russia. Indeed, according to our analysis of European trade data, flows of nitrogen fertilisers from Russia have actually increased since the invasion of Ukraine. More specifically, in the two-year pre-pandemic period from 2018 to 2019, Europe imported 4.6 million tonnes, while the amount imported from Russia in 2023-24 was 4.9 million tonnes.

UK fertiliser imports by country

It raises a deeper concern: instead of weaning itself off Russian imports, did Europe end up shifting its dependence from one category of import (gas) to another (fertiliser)? The short answer, having looked at the trade data, is a pretty clear yes.

Something to bear in mind, next time you hear a European leader lecturing others around the world about their relations with Russia.

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UK

Care providers warn system is ‘at breaking point’

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Care providers warn system is 'at breaking point'

Care providers have warned the government that the UK social care system is “at breaking point” as it struggles with rising demand and high costs.

It comes as thousands of care and support providers, and some of those who rely on the service, plan to stage a demonstration in central London to urge the government to give more support to the ailing sector.

The planned rise in National Insurance contributions for employers combined with the increase in the national minimum wage, set to come into effect in April, could lead to some providers going out of business, according to Providers Unite, a coalition of social care organisations campaigning for long-awaited social care reform.

Research by the independent think tank The Nuffield Trust estimates that the rises, announced by Chancellor Rachel Reeves last October, could cost the sector an extra £2.8bn a year.

Rachel Reeves announcing the rise in National Insurance contributions for employers in October
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Rachel Reeves announcing the rise in NI contributions for employers in October

The government has already announced an additional £600m to help support the social care sector.

But the chair of the National Care Association, Nadra Ahmed, said the proposed increases will cancel out that government support.

“It is inconceivable that politicians fail to understand that a lack of investment will impact heavily on both the NHS and local government,” she said.

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“It is this lack of recognition or investment which has led to a watershed moment at a time when the need for our services continues to grow. The sector is at breaking point.”

Ms Ahmed said increased costs had not kept pace with funding levels and warned some care providers could end up bankrupt.

Jane Jones, owner of Applewood Support, a homecare provider in Nuneaton, Warwickshire, said her costs will rise by and estimated £6,000 a month when the National Insurance rise comes into force.

Jane Jones, the owner of Applewood Support
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Jane Jones, the owner of Applewood Support

“I felt sick when I heard the chancellor announce the rise in NI,” she told Sky News.

“It’s not feasible. I’ve had to make cuts in the office. We’ve got rid of two personnel because we just can’t afford it. It’s an attack on growth.”

The care sector employs nearly two million workers and supports more than 1.2 million people.

Pensioners Shiela and Paul Banbury have been married for 59 years and rely on Applewood to care for 82-year-old Sheila at home after she was diagnosed with Alzheimer’s in 2018.

Sheila Banbury who relies on carers to live with her husband Paul
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Sheila Banbury relies on carers to live with her husband Paul

Paul Banbury
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Paul Banbury

Paul, 77, says if they could not get home care Shelia would have to move into a care home.

“It would be very difficult after such a long time together. We want to be able to stay together in our home.”

Most care providers receive a fixed price for care, set by local councils. That means that rises elsewhere in the system are difficult to manage.

“We cannot increase our costs like the supermarkets can and are limited to what the government and councils can pay us,” says Ms Jones.

“So if they can’t pay us the right amount of money, we’re just going to go close our doors. And I think that’s what’s going to happen come April.”

Mike Padgham, chair of The Independent Care Group, urged the chancellor to review her budget measures and make care providers exempt from the National Insurance rise in the same way that the NHS is.

“We have suffered for more than 30 years and enough is enough. People who rely on social care and those who deliver it deserve better,” said Mr Padgham.

The government has published plans to reform the social care system, aiming to establish a National Care Service designed to bring it closer to the NHS.

Health and Social Care Secretary, Wes Streeting, announced the formation of an independent commission, chaired by Baroness Louise Casey, to develop comprehensive proposals for organising and funding social care.

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Politics

SEC to axe regional office directors amid DOGE cost cutting: Report

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SEC to axe regional office directors amid DOGE cost cutting: Report

The directors of the Securities and Exchange Commission’s regional offices will reportedly be soon out of a job as the agency looks to cut costs.

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