Browsing: Industry Trends

Kantar data shows creator spend up 61% while brand-linked content lags at 27% — here’s why organic reach is quietly collapsing.

YouTube is fusing CTV, social, and shoppable formats into one buying stack — and 2027 upfronts will force brands to plan for it now.

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.