"Consumers are smarter. They're so sick of being sold to. Especially when it comes to influencers and creators and celebrities. The growth playbooks that worked two years ago no longer do. Consumers can 'sniff out' the paid ads and endorsements on their social media feeds."
"Brands need to move fast at the speed of culture, and that has never been more important. Brands that start planning their next ad campaign eight months out, at that point, I really feel like you're cross. Brands need to embrace a marketing strategy that is more reactive than planned."
Poppi co-founder Allison Ellsworth observes that consumer attitudes toward marketing have fundamentally shifted. Shoppers now recognize and reject paid endorsements and traditional advertising tactics. Viral marketing strategies that generated massive engagement two years ago no longer work effectively due to algorithm changes and consumer skepticism. To address this challenge, Ellsworth partnered with Kim Chappell from Bobbie to develop new marketing guidelines for 2026. Their report emphasizes that brands must adopt reactive marketing approaches rather than relying on pre-planned campaigns. Success requires moving at the speed of culture, monitoring pop culture trends and viral moments, and responding quickly to capitalize on authentic cultural moments rather than manufactured endorsements.
Read at Inc
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