Honesty, integrity, and creativity in content are a must. Creating content is one thing, but strategic efforts and unconventional approaches stand out. Consumers are drawn to authentic world-building over obvious marketing. Identifying these creatives is something I pride myself, with proven results to back this intuition.

Social platforms are evolving and micro-influencers are beginning to have more impact than larger ones. Communities are favoring trustworthy, informational content than low effort short-form videos, often backed by large budgets. Honestly, transparency, and integrity are the utmost important thing to consumers nowadays. To identify which creators have these qualities, I would perform social audits based on our audience engagement and identify creators that would also benefit from our reach— pitching a collaborative culture over a transactional one within our creator community efforts.

I think that navigating complex topics takes honesty, vulnerability, and analysis of audience demographics. When approaching topics like fitness/wellness, there is a large community that feels excluded and judged based on societal standards. To ensure we maintained an inclusive environment for all to participate in our events/activations, we strived for a body neutral approach rather than a blindly-optimistic body positive one. This allowed for nuance and space for growth, while keeping up honest and open to conversation amongst our community.