2. Decreasing trust in large social and search companies. Concurrent with the rise of creator-driven discovery is a general sense of dwindling trust in the companies consumers have historically relied on to find online content and products.

America has fallen out of love with brands and in love with people. This is evident in every corner of American life — from politics and business to technology and media. People are the new brands.

And so we get on the Facebook merry-go-round, boosting our posts, counting our followers, and creating ever more content in the hope of being noticed. There are so many other ways to make an impact and earn trust. Much of what we take for granted in our marketing toolbox was considered a risky innovation just a few generations ago. It’s worth

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