Over the next three weeks, I’ll be on a bit of a mini-tour — three cities, three stages, and one unshakable idea: the next wave of growth won’t be powered by algorithms alone, but by culture. From YouTube’s take on Gen Z fluency to UTA’s talent ecosystems and Reebok’s athlete-led media play, one truth is clear — the future of creativity belongs to those who build with context.

I’m excited to kick off a new series, where each week over the next few weeks, I’ll share the trends I’m seeing, insights from the road, and why I’m an optimist on the future of creator-led commerce.

This week, I’m diving into the primary trend: Culture as the Driver

Let’s get into it:

-LaTecia