TheAnnualReport

2026

SocialTrends

byPulseAdvertising

SocialTrends2026xPULSEADVERTISING

Foreword

Theshifthasalreadyhappened.

InFebruary2025,Unileverannounceditwouldmove50%ofitsadvertisingspendto

social,over$5billion,witha20xincreaseinin?uencerpartnerships.Twomonthsearlier,Coca-Cola'sCEOhaddeclared:"In?uencersareournewtelevision."

ThesewerenItexperimentaIpiIots.TheywerestrategicrepositioningsbytwooftheworIdIsIargestadvertisers.Bymid-20251themajorityofbrandshadincreasedin?uencerbudgets1withnearIyhaIfraisingspendbydoubIedigits.

ThisisnItatrend.ItIsaIarge-scaIereaIIocationandhesitationcompoundsforyourcompetitors.

Fromreachtorevenue

TheshiftishappeningbecausesociaImediabecamecommerce.PIatformsprocessed$684biIIionintransactionsin20241approaching$920biIIionby2026.TikTokShopreached$33.2biIIioninGMV1achievingin16monthswhattookAmazon8years.

Thesamein?uencerpartnershipsreplacingtelevisionadvertisingarenowreplacingretailtouchpoints.Creatorsaren'tjustreachingaudiences,they'reconvertingthem.

Whyexecutionalonewon'twin

HereIstheparadox:justasbrandsrecognizedtheyneedtobeonsociaI1AI?oodeditwithcontent.ConsumercomfortwithAI-usingbrandsdroppedfrom57%to46%intweIve

months.OnIy26%trustbrandstouseAIresponsibIy.

WheneveryonegainsaccesstothesameexecutioncapabiIities1executionstopsbeingadifferentiator.ThebrandswinningarenItusingAItoproducemore1buttheyIreusing

categoryexpertisetoproducebetter.

The12-monthwindow

SpendingmoreonsociaIwithoutstrategiccIarityjustscaIesmediocrityfaster.TheadvantagebeIongstobrandsthatknowwhatIsworthsayingbeforetheyampIifyit.

Thewindowfor?rst-moveradvantageis12-18months.UniIeverandCoca-CoIamovedas

theyrecognizedthatin?uencerpartnershipsarecommercechanneIs1notawarenesspIays.80%ofbrandsarenowincreasingspend.Thedecisionsdeterminingcompetitivepositionthrough2027arebeingmadeNOW.

Thequestionisn'twhethersocialcommercematters.It'swhetheryou'llcapturetheopportunity,orspendthenextthreeyearscatchingup.

ThisreportisbuiIttoheIpyoumovewithcon?dence.

SourcesMeasureValuesForcesShiftsIntro

AccordingtoBCG1upto40%ofskincarepurchasesarenowdirectIyin?uencedbysociaIandwiththat77%ofB2CexecutivesareinvestinginsociaIcommercethisyear.TikTokShop

surpassed20241sCyberWeekperformanceby50%.

SociaITrends2026xPULSEADVERTISING

SocialTrends2026xPULSEADVERTISING

Lookingahead

ExecutiveSummary

Forces

Shifts

Particularexternalforcesare

acceleratingtheseshiftsbeyondwhattraditionalplanningcyclescanhandle,wideningthegapbetweenearlymoversandlateadopters.

Socialbecamecommerce

infrastructurein2025.Thisreportdocumentswhatchanged,whyitmatters,andhowFortune500

Thischapterdocumentsthe

structuralbreaksinhow

39

05

tacticaladjustment.07

marketingworks,eachrequiringorganizationalresponseratherthan

brandsmustrespondbeforethewindowcloses.

Sources

Values

Measure

Thissectionidenti?eswheretofocusresourcesacrossplatformpower

shifts,contentevolution,creatorpartnerships,micro-communities,andglobal-?rststrategy.

Thegapbetweenconsumer

attentionandspendcreates2026'sbiggestopportunity-withthis

sectionprovidingablueprinttomeasurement,reallocation,andorganizationaltransformation.

Thereportcombines11yearsof

industryleadershipwithresearchfromglobalconsultancieson

110

51

141

transformativeshiftsincompetitivedynamicsandsocialmedia

marketingstrategy.

SourcesMeasureValuesForcesShiftsIntro

5Shifts

ExecutiveSummary

Theoldmarketingplaybookisbroken.This2026reportshowsexactlywheretoreallocatespend,whichcreatormodelsdriverealROI,howtobuildcontentsystemsthatkeepupwithculture,andwhyglobal-?rststrategynowoutperformsmarket-by-marketoptimization.

1

2

3

4

5

Socialiscommerce

TikTokShopreached$9billioninsalesinonly16months

Competencesucceeds

71%ofGenZvaluesdemonstrated

"authentic"

competenceover

connection

AIkilledaverage

73%ofcontentbecameAI-assisted,wideningtheperformancegap

Micro-communitieswin

Interest-basedtargetingdelivered3-5xbetterlifetimevalue

Legacymodelbudgetsfail

Your2020budgetmodelisburning40-60%ofeverysocial$

3Forces

Economiccompressionkilledpatience

CFOsdemandproofofrevenueimpactnow,notin18months

1

3

Platforminstabilitybecamenormal

Algorithmchangesandfeaturelauncheshappenweekly,notquarterly

Consumerbehaviorevolvedfaster

Newcommunitiesemergewithinafewweeks;planningcyclescan'tkeepup

2

5Values

1

Platformpowershifts

Wherealgorithmchangesand

commerceintegrationcreatenewcompetitivedynamics

2

Content&formatevolution

Whichformatswinattentionand

driveconversionasAIraisesthebar

3

Creatoreconomytransformation

WhichcreatorcategoriesandpartnershipmodelsdelivermeasurableROI

4Culturalintelligencenetworks

Brandsthatrecognizecreatorsasculturalinterpretersratherthancontentdistributorswillwin

5Global-?rststrategy

Capturingcross-border

communitiesratherthan

optimizingmarket-by-market

5Measurements

1

2

3

4

5

Measurementthatmatters

Movebeyondvanitymetricstoamulti-dimensional,

revenue-focusedapproach

Vitalbudgetshift

Targeta50%+allocationtoward

creator,social,anddigitalchannels

Resourceallocationwithinsocial

Spendsmartisyournextcompetitiveadvantage

Speed&agility

Bemoreagiletomovefrom

reactivetopredictivemarketing

Globalcoordination

Centralizewhatscales,localizewhatdrivesrelevance

SocialTrends2026xPULSEADVERTISING5

SourcesMeasureValuesForcesShiftsIntro

5strategicshifts

reshapedsocialmedia

Fivefundamentalshiftsbrokehowmarketinghasworkedfor50years.Theseweren'ttrends-theywerestructuralchangesinconsumerbehavior,platformeconomics,andcompetitivedynamics.

The?veshifts:

1.Socialiscommerce-TikTokShopreached$9billionin16months

2.Expertisebeatrelatability-71%ofGenZvaluesdemonstratedcompetenceover"authentic"connection

3.AIkilledaverage-73%ofcontentbecameAI-assisted,wideningtheperformancegap

4.Micro-communitiesbeatdemographics-Interest-basedtargetingdelivered3-5xbetterlifetimevalue

5.Legacybudgetmodelsbecameyourbiggestthreat-Your2020budgetmodelisburning40-60%ofeverysocialdollar

EachshiftisdocumentedwithFortune500-leveldata.Eachshiftisalready

affectingyourcompetitors'performance.Andeachshiftrequiresorganizationalresponse,notjusttacticaladjustment.

SocialTrends2026xPULSEADVERTISING

Thegapcreatestheopportunity.

SourcesMeasureValuesForcesShiftsIntro

Shift1

SocialTrends2026xPULSEADVERTISING7

Socialiscommerce

Socialcommercemarket

EUR(€)inM

Culturalnuance,industrybehavior,andplatform

dominanceallshapehowconsumersdiscoverandbuy-propellingsocial

commerceintoa

multi-billiondollarecosystem.

18.0

14.4

10.8

7.2

3.6

0.0

Size,byBusinessModel,2023-2033(USDTrillion)

17.8

1.5

1.2

20232024202520262027202820292030203120322033

Year

B2C

C2C

●B2B

SourcesMeasureValuesForcesShiftsIntro

SocialTrends2026xPULSEADVERTISING8

ShiftsIntro

ValuesForces

SourcesMeasure

1.1

Socialcommerce

infrastructurealreadyexistsatscale.

You'veseenit:Conversionshappeningon-platform,purchasesmademid-scroll,revenueyourattributiontoolscan'ttrack.Thisshiftisalreadyunderway.

TheUSdatacon?rmstheshift:socialcommercereached$91billionin2024,growing

20%year-over-year-nearlytripletraditionale-commerce's8%growth.TikTokShop

processed$9billioninjust16months.IncomparisonittookAmazon8yearstoreach$18Billioninsales.

Chinaoffersapreviewofwhat'spossible.Whilewesternmarketsdebateviability,

Chinesesocialplatformsalreadyaccountforover50%oftotale-commercetransactions,withlive-streamshoppinggenerating$700billionannually.

Themechanicsdiffersigni?cantlyinChina.In?uencersdon'tjustrecommend-theyfacilitatetransactionsdirectlywithintheplatform.Inskincarealone,40%ofpurchasejourneysaresociallyin?uenced:

●Douyinoperatesasaclosedloop:Discovery,evaluation,andpurchasehappenentirelyin-platform.

●REDfunctionsasdiscovery:Users?ndproductsthroughlifestylecontent,thencompletepurchasesonTmall.

Thenumbersaresigni?cant.Douyinprocessed$490billioninGMVin2024,up30%year-over-year-morethanAmazon'sentireUSrevenueofroughly$400billion.

Thisiscurrentrealityintheworld'slargestconsumermarket.

Socialisnolongerjusttop-of-funnel.It'sthestorefront.Commerceintegrationisnowfoundationalinfrastructure.

Sources:eMarketer,“USSocialNetworkAdSpendingForecastH1”,(August2025),MomentumWorks&Tabcut,“TikTokShopintheUS2024”,

(2025),Bloomberg,“TikTokDrivesBytedance’sGrowthWhileChinaBusinessSlows”,(April2025),BostonConsultingGroup,“CrackingtheCodeofIn?uencerMarketing”,(August2025),Note:ByteDancedoesnotpubliclydiscloseDouyinGMV.Figuresrepresentindustryanalystestimates.Statista,“SocialCommerceRevenueintheUnitedStates”,(November2025),Statista,“SocialCommerceRevenueWorldwide”,(November2025)

175

150

125

100

75

50

25

0

SocialcommercerevenueintheUnitedStatesfrom2018to2029(inbillionU.S.dollars)

151

141

130

91

118

105

76

55

17

34

23

14

201820192020202120222023202420252026202720282029

Sources:Statista(2025)

1500

1250

1000

750

500

250

0

Socialcommercerevenueworldwidefrom2018to2029(inbillionU.S.dollars)

1177

1089

9191010

819

683

449

571

220

338

82

137

201820192020202120222023202420252026202720282029

Sources:Statista(2025)

SocialTrends2026xPULSEADVERTISING9

SourcesMeasureValuesForcesShiftsIntro

Amazon

took8yearstoreach$18billioninsales.

TikTokShop

reached$9billionin16months.

Thisisn'tjustatheory.

Westernbrandsarealreadywinning.

TikTokShopgsgIobaIGMVhit$26.2biIIioninH12025’up100%year-on-year

Global,TiktokShopGMV,‘21-’25H1(US$B)

66.3

+100%!

33.2

+100%!

+270%!

4.4

0.9

20212022202320242025H1

Sources:MomentumWorksInsights:Tabcut,2025

H2Estimate

H2Actual

26.2

16.3

40.1

TikTokShophit$26.2billioninH12025-up120%YoY.IntheUSTikTokShopgrewfromabout$15millionto$1.1billioninmonthlyU.S.GMVinjusttwoyears.Thequestionhasshiftedfrom"willitwork?"to"howfastcanwescale?"

Categoryleadersproveinfrastructureviability:

Pacsun,e.l.f.,Crocs,andPureDailyCarehavecommittedtothisshift.Brandsgenerating$30million+inannualrevenuejumped95%YoY.Over1,000majorplayersarenowliveandpro?table.

Beautyalonedrove$2.49billioninGMV,makingTikTokShopthe8th-largestbeautyretailerintheUS.Healthexploded10xYoY.Thesearen'texperientialtestingstrategies-they'rerevenueengines..

The2025-2027momentummakesthewindowurgent:

77%ofB2Cmarketingexecutivesareinvestinginsocialcommercethisyear,with86%expectingROIwithin12months.eMarketerforecastsUSsocialcommercereaching$144.5billionby2027-climbingfrom6.0%to8.4%oftotale-commerce.

Yourcustomersarealreadyshoppingthere.Theplatforminfrastructureisproven.Westerncategoryleadersarescalingnow.Everyquarteryouwait,competitorswhomoved?rst,takethelead.

SourcesMeasureValuesForcesShiftsIntro

11

SocialTrends2026xPULSEADVERTISING

Sources:eMarketer,“USSocialNetworkAdSpendingForecastH1”,(August2025),Forrester,“TheStateofSocialCommerce”,(July2025),McKinsey,“StateofFashion2025”,(April2025),Amazon/NielsenIQviaRetailBrew,“AmazonandTikTokShopGainingBeautyDollarShareonStagnantBrickandMortarStores”,(March2025),EFull?lment,“HowTikTokShopBecame..”,(2025)

SourcesMeasureValuesForcesShiftsIntro

Oursocialcommerce

initiativeshave

meaningfullyboostedsalesandengagement.

KatieWelch,CMOofRareBeauty

“

“

TikTokShop

democratizestheUK

marketplace.(.)TikTokShopis(.)goingto

deliverincremental

growthforthebeautyindustry.

JackTimpany,L'Oreal

2026SocialTrendsxPULSEADVERTISING13

SourcesMeasureValuesForcesShiftsIntro

Everymarketbehavesdifferently-andplatformsarecompetingtosecureglobalrelevanceinthefast-growingsocialcommercelandscape.

Europe

Fastgrowingsocialcommercemarketbuthighculturalandplatformfragmentation.Focusontestimonialsandreviews.

China

47%ofalle-commrevenue

#2digitaladmarket

Leadingsocialcommercemarket

Tactics:KOLliveshopping,in-appcheckout;creator-runstores;discounting

USA

#1digitaladmarket

India

Massivediversitybyregionandlanguage;strategiesarehyper-localandhardto

Advancedbutfragmentedpurchasejourneys.

Tactics:in?uencercodesandaf?liate

standardizeglobally

schemes,whitelisting,shoppableposts,linkandmixedmediaattributionto

Brazil

standarde-comm.

Hugesocialcommercegrowth.71%of

peoplealreadybuyviasocialmediainBR.

SourcesMeasureValuesForcesShiftsIntro

Socialcommerceproofcases

Pacsun

Pacsungenerated20milliondollarsinsalesonTikTok

ShopinNovember2023alone.Onecreatordrove11,000jeanpurchasesinjust48hours.Today,TikTokShop

accountsfor10percentofPacsun’secommercerevenue,andthebrandexpectsthistoreach12percentby2026

wellabovethe6to10percentindustryaverage.Pacsun’searlybetoncreatorled,platformnativeretailillustrateshowculture,communityandcommercearerapidly

converging.(Forbes,2025)

e.l.f.Cosmetics

Crocs

e.l.f.Cosmeticswasthe?rstbrandfeaturedinTikTok

Shop’sSuperBrandDayinMarch2024.Itreported40percentnetsalesgrowthinQ2FY2025,partlydrivenbyTikTokShop.Byearly2025,digitalsaleswereup30

CrocsbecameTikTokShop’stopsellingfootwearbrandin2024,whichcontribultedtoCrocs2024resultswithan

percentyearoveryearacrossAmazonandTikTok.Withsocialcommercestillonly3to5percentofbeauty

annualrevenuesof$4.1Billion,growing4%over2023.InOctober2025,thebrandlivestreamedaroundtheclockfor31daysstraight744consecutivehoursfeaturing

e-commerce,e.l.f.’sprojected25percentgrowthputsit

aheadoftheindustryandshowshowplatform-native

celebrities,exclusiveproductsandnonstopgiveaways.ItisaclearsignthatCrocscontinuestotreatsocial

commerceasacorepillarofitsbusiness.

retailcandrivebothcultureandcommerce.(Sources:e.l.f.Beauty,March2025)

SocialTrends2026xPULSEADVERTISING14

Forbes,“PacsunBuildsViralProductsWithHelpFromItsConsumers”,(March2025);e.l.f.Beauty,“e.l.f.CosmeticsDebutsTikTokShopSuperBrandDay”,(March2025);CosmeticsDesign,“FinancialFocus:HowE.L.F.CosmeticsIsWinningWithMultiGenerationalAppealandStrongCashFlow”,(December2024);Crocs,“Record2024ResultsPressRelease”,(February2025)

SourcesMeasureValuesForcesShiftsIntro

Whatthismeansforyou–

fourstrategicimperatives

1

2

3

4

Contentmustbeshoppablebydefaultnotpost-production

adjusted.

Measurementmustcapture

in?uencedrevenuemulti-touch

attribution,notjustlast-click.Trackdiscovery-to-purchaseacross

platforms.

Yourorganizationalstructuremustintegratesocial+commerceintothesameteamorsameKPIs.Silosarestrategicliabilities.

Budgetsmustmatchreality.If10%ofe-commercehappensonsocial,yourspendshouldtoo.Matchingthatshareisn’taggressive-it’ssimplycatchingup.

Thewindow:12-18months

Sources:StatistaConsumerInsights"YoungConsumersExpectBrandstoSpeakOut"(October2025)

Socialmediaplatformsofferingthebestsocialcommerceexperienceworldwidein2025

18%

6%

11%

17%

17%

0%2.5%5%7.5%10%12.5%15%17.5%20%

Sources:Statista(October2025)

Instagram

TikTok

WhatsApp

Facebook

Youtube

Brandsactingnowcapture?rst-moveradvantageinalgorithmicpositioningandaudienceloyalty.

Brandswaitingfor"moreproof"areriskingconcedingthelearningcurvetocompetitorswho'llbe2-3yearsaheadinplatformexpertise,creatorrelationships,andconsumer

association.

Socialbecamecommerceinfrastructure.

Buthere'swhatmostbrandsmiss:thetypeofcontentthatactuallydrivescommerceontheseplatformsisn'twhatthey'recreating.

SocialTrends2026xPULSEADVERTISING15

That'sShift2.

SourcesMeasureValuesForcesShiftsIntro

Shift2

Competence

SocialTrends2026xPULSEADVERTISING16

beatsauthenticity

SourcesMeasureValuesForcesShiftsIntro

1.2

"Relatable"stoppedworking.

Expertisenowdrivessales.

Thebiggestmindsetshiftsince2020

Between2020and2023,everybrandchasedthesamegoal:be"authentic"and"relatable."Theeraofraw,unpolishedcontentpromisedgenuineconnection.Buthere'swhatactuallyhappened-everyonegotremarkablygoodatfakingauthenticity,andwhenconsumerswere?nallyreadytoopentheirwallets,theydidn'twantrelatableanymore.Theywantedreliable.

Thenumbersrevealexactlywhatdrivespurchasedecisionstoday.Trustisn'tjustimportant-it'stheentrypoint.

81%ofconsumerswon'tevenconsiderbuyingfromabrandtheydon'ttrust(Edelman,2025).Andoncethattrustis

established,ittranslatesdirectlytovalue.87%ofconsumersactivelypaymoreforbrandstheytrust(Salsify,2025),with60%namingtrustandtransparencyasthemostcriticalbrandtraitsin2025(CMSWire,2025).

Whatchangedthegameentirelyisthis:trustcorrelatesdirectlytoperceivedexpertise.

(HanandBalabanis,2024,viaPsychologyandMarketing)

Inpracticalterms,thismeansthatwhenrealmoneyisinvolved,audiencesdon'twantbrandsthatactlikefriends-theywantbrandsthatdemonstrablyknowwhatthey'redoing.

Thetranslationforcontentstrategyisstark:competencebeatscamaraderie.Theeraof"we'rejustlikeyou"ended.Theeraof"weknowwhatwe'redoing"hasbegun.

Thisfundamentallychangeshowconsumersjudgecredibility.

Relatabilitynolongerconverts.Winnersdemonstrateexpertiseandsystematicthinking.

Edelman,“TrustBarometerSpecialReport”,(June2025);InstituteofCustomerService,“UKSearch”,(2025);Salsify,“2025ConsumerResearchReport”,(January2025);CMSWire,“ConsumerTrust

Survey”,(2025);Han&Balabanis,“MetaAnalysisofSocialMediaIn?uencerImpact:KeyAntecedentsandTheoreticalFoundations”,(2024)SocialTrends2026xPULSEADVERTISING17

SourcesMeasureValuesForcesShiftsIntro

“

Brandsthattransformedin?uencerstrategiesthroughsystematiccompetenceachieved50%ef?ciencygainsand30%effectiveness

improvements.

BostonConsultingGroup(August2025)

SourcesMeasureValuesForcesShiftsIntro

Culturalrelevance:

Thesystematiccompetencebrandsactuallyneed

Assumingexpertisemeanssterileordisconnectedfromcultureisfalse.

Winnersin2025understandexpertisemustbeculturally?uent-andculturalrelevanceitselfrequiressystematiccompetence.

Theculturalrelevancepieceiscritical.Whenweexaminegenerationalattitudestowardbrandactivism,weseeastarkdivide:51%ofbothGenZandMillennialsagreethatbrandsshouldtakestandsonpoliticalandsocialissues-butonly31%ofGenXand21%ofBabyBoomersagree(StatistaConsumerInsights,2025).

Thisisn'tjustapreferencegap-it'sastructuralrequirementforreaching

youngerconsumerswhowillcontrol$28billionindirectspendingpowerasGenAlphaalone,andwhoalreadyin?uence35%+ofhouseholdpurchasing

decisions.

Here'stheexpertiseelement:Takingstandsrequiresknowingbothyouraudienceandyourbrand'sauthenticvalues.Thegoalisn'ttoalignwitheverytrendingissueyouraudiencecaresabout-it'stounderstandwhatyourbrandgenuinelystandsforandcommunicatethat

consistently,whetherit'spopularornot.Opportunisticactivismerodestrustfasterthan

silence.Youneedframeworksforevaluatingculturalmomentsatspeed-becausebythetimecommitteesapprovemessaging,themomenthaspassed.Andyouneedmeasurement

systemsthattracknotjustengagementbutactualpurchaseintentandbrandequityimpact.

ources:BostonConsultingGroup,“CrackingtheCodeofIn?uencerMarketing”,(August2025);StatistaConsumerInsights,“YoungConsumersExpectBrandstoSpeakOut”,(July2025);BostonConsultingGroup,“FashionResearchonGenZandAlphaPurchasingPower”,(October2025)

Thecompetitiveadvantagein2025:Turningculturalrelevanceintoarepeatableprocesswithframeworksthatassessbrand?tand

measurebusinessresults.Mostbrandsarestillbuildingthisexpertise-whichiswhyleaderspartnerwithteamswho'vealreadydevelopedthesecapabilitiesatscale.

Youngconsumersexpectbrandstospeakout

Shareofrespondentswho(dis)agreethatbrandsshouldtakeastandonpoliticalandsocialissues,byage.

61%

51%

51%

52%

35%

31%

32%

21%

GenZMillennials

Agree

Disagree

GenXBaby

Boomers

2,050U.S.adults(16-64y/o)surveyedJul.2025,Source:Statista(July2025)

SocialTrends2026xPULSEADVERTISING19

SourcesMeasureValuesForcesShiftsIntro

Deepconsumerknowledge

=yourstrategicadvantage

Thebrandswholosemarketsharein2026arethosestillsegmentingbyage,gender,andincome.Thebrandswinningarethosewhounderstandconsumertribes-emotionallyconnectedgroupsde?nedbysharedvalues,passions,andexperiencesratherthansurfacedemographics.

TheBostonConsultingGroup’sresearchdemonstrateswhythismatters:tribe-basedtargetingimprovesconversionratesby40-60%comparedtodemographictargeting.Butidentifying

tribesrequiresdepth:youneedtoanalyzesocialconversations,understandemotionaldriversbeyondtransactionaldata,andmapconsumerjourneysthatareincreasinglynon-linearandplatform-?uid.

Tribe-basedtargeting

improvesconversionratesby40-60%comparedto

demographictargeting.

Sources:BostonConsultingGroup,“CrackingtheCodeofIn?uencerMarketing”,(August2025);StatistaConsumerInsights,“YoungConsumersExpectBrandstoSpeakOut”,(October2025);BostonConsultingGroup,“In?uencerMarketingPrecisionWins”,(2025);eCommerceDB,“PlatformPerformanceData”,(2024)

Here'swherethegenerationaldivideonbrandactivism(Statista,2025)illuminatesthetribalinsight:it'snotthat"GenZwantsactivism"-it'sthatvalues-drivenconsumers,whohappentoskewyounger,evaluatebrandsthroughavalues-authenticitylens.A23-year-old?nance

professionalanda45-year-oldsustainabilityadvocatemaysharemoretribalDNAthantwo23-year-oldswithdifferentvaluesystems.Demographictargetingmissesthisentirely.

Executionmakescompetencemeasurable.Brandswithde