Startups are demonstrating significant success, with major deals like Pepsi's $2 billion purchase of Poppi and E.l.f.'s $1 billion payment to Hailey Bieber for Rhode. In politics, Zohran Mamdani unexpectedly won against Andrew Cuomo in the New York City mayoral primary, emphasizing the importance of social media outreach. His victory illustrates how traditional brands may fail to see beyond their established perspectives. The behavior of young voters contradicts conventional beliefs about their apathy, signaling a powerful demographic shift in engagement and influence.
Pepsi spent a monumental $2 billion for Poppi. E.l.f. cosmetics wired $1 billion to Hailey Bieber for Rhode. Most recently, Unilever swooped up Dr.Squatch for $1.5 billion.
Mamdani was polling at a negligible one percent. He trounced Cuomo by 43.1 percent to 34.5 percent.
The hyper-targeted nature of Instagram and TikTok—and how their algorithms work—means that if you weren't in the potential voting audience, you likely weren't exposed to the full firehouse of his social media posts.
Legacy brands are locked in their own narrow world of observation. The blinders they have on—blocking a wide-angle view of the world—are hardwired into the human brain by evolutionary biology.
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