As funding concentrates among fewer companies, smaller players may need to sharpen differentiation.

Substack is testing its first structured sponsorship program, allowing selected writers to insert paid brand placements directly into newsletters—an opt-in beta that keeps creators in full control and avoids programmatic ads. The move follows significant audience growth, with US uniques doubling in a year, but minimal marketer adoption: only 5% of brand marketers use Substack today. Sponsorships offer a way to monetize large free audiences while preserving the platform’s editorial identity. For advertisers, the beta introduces a premium, high-intent environment suited to thought leadership and niche expertise—an early indication that creator newsletters may become more formal components of influencer and upper-funnel strategy.

63% of millennials and 61% of Gen Zers feel more connected to health brands since starting GLP-1s, per a January Dentsu report.

Community threads—not search bars—are where product discovery now begins, challenging marketers to join the conversation. CVS Media Exchange and Reddit are bridging data and dialogue to turn real-time discussions into measurable sales wins.

Function Health acquires Ezra, drops price of full-body MRI scan: Whole-body MRI screenings are out of most people’s price range. Marketers and influencers fueling the preventative wellness trend should also remind consumers of lower-cost, more accessible services.

Wellness is becoming more digital, personalized, and consumer driven, with technology playing a central role in health management, fitness, and self-care.

Pepsi buys Poppi to hone its appeal to health-conscious consumers: The acquisition comes amid a broader portfolio shift in favor of “better for you” options.

Half a decade out from the pandemic, retail has firmly established its “new normal,” one where consumers seek spaces they can relax, people return to the office, and wellness remains a focus. Here are four trends illustrating where consumers are spending their time and how those changes impact retail.

In January, the most interesting retailers capitalized on New Year’s trends like resolutions, lower-alcohol consumption, and an influx of holiday returns. Poshmark and Sephora introduced new partnerships, while Amazon and Temu increased their own retail media-related offerings. Here are the eight most significant retail developments of January 2024, ranked by their potential market impact.

Over a quarter (27.9%) of US internet users use mobile apps to track their fitness and health, according to October 2024 data from Comscore.

As retailers eye the end of the holiday shopping season, they must shift their strategies to cater to resolution-driven purchases in the new year.

Nutritional supplements are popular in the US, but consumers don’t know how ingredients are vetted: The situation presents brand marketers with an opportunity to fill this knowledge gap and connect with shoppers.

For social media managers, popularity is often measured by follower count. Here are three key trends from our exclusive KPI data on brand TikTok account growth.

Kourtney Kardashian’s Lemme rolls out “GLP-1” weight loss supplement: The move is ingenious from a marketing perspective. But the brand could find itself in drugmakers’ crosshairs with already confusing marketing about the supplement’s key ingredient.

Retail marketers should focus on brand marketing to combat consumers’ desire for value. That was the main theme from General Mills, Nike, Levi’s, and more brands’ recent earning calls. Oh, and if you can get Beyonce to name a song after your brand, even better.

As Gen Zers enter adulthood and increase their spending power, brands new and old are fighting for a larger share of their dollars. Here are three battles being waged for Gen Z consumers and how wellness, social media, and low prices are giving newcomer brands an edge.

This can make it a more attractive network for issuers to partner with, given credit card rewards can make or break customer retention

Two weeks have passed since Amazon’s Big Spring Sale, but its success is unclear. Amazon’s first-ever Big Spring Sale took place from March 20-25, offering discounts on seasonal items like spring fashion, fitness products, and cleaning and yard work essentials.

Last week, Target announced it was adding 1,000 new wellness-related products, some of which are priced at just $1.99.The retailer also launched an “online wellness destination” that consumers can visit for product recommendations, deals, meal inspirations, and wellness tips and tricks.

The 10-year-olds have taken over Sephora in search of their favorite skincare and beauty brands, catching the eyes (and ire) of many TikTokers. But this trend has implications beyond angering older consumers, highlighting the purchasing power behind Gen Alpha and social media’s role in product discovery. Here’s what brands can learn.