The best brand work rarely invents a new desire. It finds something people already do, and clears away the thing making them feel bad about it. First in the Permission Granted series.

Social media was once a great equalizer for brands, providing affordable awareness and reach. That era has ended. Today, it’s a complex performance channel with declining engagement rates and rising customer acquisition costs. Consumers now value authenticity over cleverness, and brands focusing on genuine experiences are succeeding. As retail media and experiential marketing rise, the key question is: are we building equity or just renting attention? Learn how to navigate this changing landscape and create lasting brand value.