Creators have enormous power to influence consumer habits

As a trickle-down effect of that mutual affinity and loyalty between creators and their communities, what kinds of shifts are you seeing in consumer behavior toward creator-first businesses as compared to, say, globally recognizable legacy brands?

I think there's greater acceptance of the creator to move into related but adjacent categories. Um, that feels more authentic and natural and organic than, say, a specific brand. They are a person. And I think what you find is that the relationship between the creator and the community, the community is constantly asking, what are you eating? What's your skincare routine? What makeup are you doing? How are you raising your kids?