Author: Samantha Greene
Samantha Greene
Samantha is a Chicago-based market researcher with a knack for spotting the next big shift in digital culture before it hits mainstream. She’s contributed to major marketing publications, swears by sticky notes and never writes with anything but blue ink. Believes pineapple does belong on pizza.
Creator spend is up 61%, but brand-linkage is stuck. Here’s what Kantar’s data reveals about the engagement-impact gap and how CMOs should fix it.
As screen-time anxiety fuels “digital sabbaticals,” brands must rethink when, where, and how they buy attention.
Co-ops now touch $2.4T globally — here’s what member-owned brands mean for loyalty, trust marketing, and where budgets should move next.
Cost-conscious consumers now reward brands that prove function over aesthetic, forcing a rethink of creator briefs, ROI models, and creative strategy.
The global middle class is shrinking, and mid-tier brands caught between value and premium need a repositioning plan now.
Rising distrust of algorithmic curation is pushing brands toward newsletter sponsorships and community seeding as trust-first alternatives.
New time-use data shows consumers cutting screen time deliberately. Here’s how reach planning must change before budgets are wasted.
Gen X controls trillions in spending power, yet brands keep courting Gen Z. Here’s the data behind marketing’s biggest blind spot.
Anti-consumption sentiment is reshaping CPG and fashion marketing—here’s how brands should adapt spend, messaging, and product strategy.
Edelman data shows institutions bleeding trust while individual creators hold steady, forcing brands to rethink spokesperson strategy and risk.