Content Consultant and writer who writes about health, marketing and the attention economy
Marketing books pivots from the Gutenberg press to ‘Booktok’
Printed books have survived the invention of the radio, television, video games, the internet, social media, and virtual reality. While it remains to be seen how much longer printed books will exist alongside whatever the metaverse ends up being, Lindy’s Law—the longer something has existed, the more likely it is to have a longer remaining life expectancy—suggests that books will be around for many years to come.
Creator funds suck: Turn creators into shareholders instead
Instagram and TikTok are doing anything they can to attract creators. Anything, that is, except the one thing that would create a fair value exchange between platform and creator: partial ownership of the platform company.
Social marketing and condoms: From Thailand to the United States during the AIDS crisis
In 1974, Thailand tackled poverty with an unconventional approach: promoting the use of condoms. That same year, the average Thai family had seven children. Women didn’t have many opportunities outside the home, and supporting a large family was next to impossible on small wages during a recession. Rather than control the population by limiting the amount of children people could have by law, Mechai Viravaidya wondered if condom marketing and distribution alone could reduce the size of families over time. Viravaidya, a former minister who was frustrated by the Thai government’s inability to set a national family planning policy, founded the Population and Community Development Association (PDA) to take on the task.
Small fashion brands are preparing for upcoming climate regulations
The fashion industry is on a trajectory where self-regulation may be coming to a drawn-out end. The fashion industry contributes an estimated 4% of the world’s total greenhouse gas emissions, with fast fashion companies like H&M, Shein, and Zara responsible for half of those emissions. As people learn more about this reality, pressure from a growing number of climate-conscious consumers have forced large fashion brands to invest in voluntary sustainability efforts to prove they’re doing something about their impact on the planet.
Never an escape from drudgery: How cleaning innovations were advertised to women
Between 1860–1965, we saw the invention and mass adoption of the electric washing machine, dishwasher, and vacuum cleaner. Paper towels reduced the amount of rags to clean. Liquid soap and germ-killing disinfectant sprays made it easier to sanitize surfaces. And none of it reduced the amount of hours spent on housework.
From 1872 to 2020, let's examine the last 143 years of Levi's brand. Keep reading to find out more about the lessons Levi’s learned amidst missed fashion trends, ten years of falling revenue, debt, and a comeback no one expected.
How early fitness influencers shaped modern gym culture
If you’ve ever felt frustrated with modern gym culture, it may be tempting to imagine a fitness utopia where your appearance doesn’t matter, diets don’t exist, and no one is trying to sell you anything. It may be even more tempting to yearn for a return to pre-social media fitness culture, before the fitspiration feeds and the Gymshark hauls and the “What I Eat in a Day” videos trying to convince you 1,200 calories is enough to sustain an adult woman. But what would we actually find if we scrolled up on the history of American fitness culture? Would it be any more inclusive and welcoming?
How creators are building their own labor movement in the U.S. and the UK
What used to be a meme-able clash between generations is now having serious repercussions on working conditions and labor rights for career social media creators. While some people think it’s easy to pick up a camera and “make something go viral”, professional creators have lived the umpteen hours it takes to brainstorm, create, edit, and post content people love enough to share.
How an Influencer Built the Most Recognizable Makeup Brand on Instagram: The Glossier Success Story
Emily Weiss’ foundational philosophy remains true for Glossier: every woman is an influencer. Glossier’s commitment to brand ambassadors, user-generated content, and community development create the environment for what is now one of the largest and fastest growing makeup brands of 2020.
History of vitamin and supplement advertising: Proof that nothing is original
Vitamins and supplements have been in regulation purgatory since they were first developed in the early 20th century. At first because of lack of knowledge, then because of lobbying, vitamins and supplements have never been subject to the same regulatory requirements as other health products.
Little known fact: Walt Disney helped create Doritos. Keep reading to find out how Doritos took a big chomp into the snack market with big product risks, controversial marketing tactics, and partnerships that fuel brand relevance.
The creators are unionizing. Here’s what it could mean for marginalized creators
After many years of carving out legitimate career paths within the space, many creators want the standard features of any (good) job: health benefits, professional development, and fair pay for good value.
In 2015, more than 200 years after its founding, Colgate became the only brand in the world purchased by more than half of all households. Keep reading to find out how Colgate got from point A to point B with more than two centuries of steady innovation
Cigarette advertising: How government regulation and public perception changed everything
It was only in the 1970s that government regulators would finally begin to listen to the medical community and restrict cigarette advertising in any meaningful way. But does that mean cigarette advertising stopped?
Brands are mocking themselves and it might be working
Brands like Duolingo, Grubhub, and KFC are running through their own versions of this formula, all with successful view counts on TikTok, YouTube, and even the Lifetime Channel. But we have to ask — is the sass leading to sales?
3 brand-creator relationships gone wrong: how to avoid high-stakes mistakes
What happens when a creator uses their platform to slam your product? Or takes issue with a creator campaign you’ve launched? Keep reading for the good, the bad, and the ugly in crisis communications involving creators.