The short version

Scott Galloway predicted on December 20, 2024: “America has fallen out of love with brands and in love with people. … People are the new brands.” Verdict: Called it. 2024-2026 saw the continued rise of creator-led brands, influencer-driven commerce, and personality-driven media. This includes direct-to-consumer brands by creators, and platforms where individual personalities are stronger draws than corporate brands. The…

Prediction by

Scott Galloway

On December 20, 2024

“America has fallen out of love with brands and in love with people. … People are the new brands.”

Follow-up

2024-2026 saw the continued rise of creator-led brands, influencer-driven commerce, and personality-driven media. This includes direct-to-consumer brands by creators, and platforms where individual personalities are stronger draws than corporate brands. The observable trajectory of marketing budgets aligns with the thesis that 'people are the new brands.'

From the High Caliber AI network — see the AI for PR module in the course.