May 8, 2025
Disruptive Influencers: How Digital Fatigue Is Shaping a New Generation of Changemakers
Table of Contents
Hanna
Head of Marketing
Disruption, Diversity & Doing Good
When we say someone’s a force — we mean it. Shannon Walker is one of those rare voices in marketing who doesn’t just challenge the norm — she reshapes it completely.
In this episode of Marketing vs The World, Abbie sits down with the founder of Social Disruption to chat about what it really means to market with purpose. From ethical storytelling and AI ethics to inclusive influence and doing good offline, it’s a full-spectrum conversation that’ll have you questioning your own playbook.
If you're looking to shake things up (in your campaigns or your career), hit play below — or keep scrolling for the highlights.
Impact over output
“I've come from a lineage of people that have used art and creativity to unite people.”
Shannon’s approach to marketing isn’t accidental — it’s ancestral. Growing up surrounded by culture, community, and Caribbean steel pan rhythms (shout out to her grandad, one of the OGs of Brixton Carnival), she learned early that creativity could do more than sell. It could bring people together.
From luxury brands like Jimmy Choo and Liberty to launching her own consultancy — Social Disruption — Shannon’s journey has always been about using communication for good. Not fluff. Not filler. But real, human-centred impact.
Want more of her backstory? Listen from the start
Rethinking what marketing is for
“We’re seeing 5,000 messages a day. That’s 1.8 million a year. No wonder people are overwhelmed.”
Shannon doesn’t mince her words when it comes to the state of marketing. The scroll fatigue is real — and no, the answer isn’t more content. It’s better content.
The kind that thinks beyond the click.
That means asking who’s missing from the message. Who’s telling the story. Who’s being misrepresented (or left out entirely).
For Shannon, this isn’t about being ‘woke’ — it’s about being responsible. And better marketing? Starts with better thinking.
Hear Shannon’s full take on digital fatigue in the full episode below.
Inclusion needs to go beyond the occasional campaign
“Being a disruptor doesn’t mean being difficult. It means standing for something.”
There’s a big difference between performative inclusion and true representation — and Shannon is here for the latter. Through her work at Social Disruption, she represents creators who break the mould and build new ones.
We’re talking:
Mums with post-baby bodies who aren’t photoshopping their stretch marks
Fashion psychologists helping consumers shop more mindfully
Creators with disabilities advocating for better visibility and access
One standout example? A campaign with Dove that tackled AI-generated beauty standards — raising awareness that most people couldn’t tell a real face from a fake one.
No product push. No promo codes. Just a powerful, purpose-driven message.
Want the full campaign story? Listen below.
The new frontier of influence (and the grey areas of AI)
“We need to talk more about consent over content. AI makes everything grey — especially when it comes to ethics.”
Shannon’s not anti-AI. But she’s definitely calling for caution.
Yes, it’s levelling the playing field for creators with disabilities. But it’s also opening the door to deepfakes, identity theft, and all kinds of dodgy brand behaviour.
From creators having their faces used in AI-generated ads without consent to rising legal action in the influencer world, Shannon’s keeping a close eye on the ethics of this evolving space.
Her message? Be curious, be critical — and be kind.
Tune in from the AI segment below.
Real-life disruption: Shannon’s mission to Brazil
“We should live that way. Not give to get. Just give. Be in community. Support people. That’s what life is about.”
Beyond the boardroom, Shannon’s just returned from a humanitarian trip to Brazil. It’s an emotional segment of the episode, where she talks candidly about the people she met — many battling addiction, poverty, and injustice — and how it reframed her entire perspective.
The work she’s doing isn’t just for headlines. It’s human, it’s heartfelt, and it’s a powerful reminder that purpose doesn’t stop at the edge of your marketing plan.
Listen to the Brazil story here — it's worth every second.
How to bring disruption into your business
“The most exciting work comes from collaboration. Random, disruptive partnerships that bring fresh thinking. We need more of that.”
Whether you’re a CMO or a copywriter, disruption isn’t about burning everything down. It’s about making better choices. Shannon’s advice?
Start by auditing your content — who are you excluding?
Back up your ideas with both stats and stories
Collaborate with people who think differently to you
Speak the language of leadership (yes, ROI matters)
Lead with empathy, not accusation
Key Takeaways
- Disruption doesn’t mean rebellion — it means challenging for the better
- Digital fatigue is real, and audiences are switching off
- Inclusion can’t be a campaign — it has to be a culture
- The best marketing blends stories with stats
- You don’t have to wait for permission to be a disruptor — just start
That’s a wrap
What. An. Episode.
Big thanks to Shannon for bringing the energy, insight, and absolute truth bombs. If that’s got your brain buzzing (same), make sure you’re following Marketing vs The World — we’re back in two weeks with another epic guest and even more unfiltered marketing chat.
Want to talk strategy? Chat content? Rant about ROI?
We’re always up for a natter. Get in touch here.
Until next time. Keep disrupting, marketers.
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