Creators will be the new big-box retailers. Your favorite YouTuber or TikToker might become your go-to store for everything from gadgets to groceries.

What’s striking about the creator phenomenon is that it isn’t a vertical trend; rather, it’s a through-line that cuts across social, gaming, crypto, media, commerce. It is both the future of work, with creators forming a new class of digitally-native entrepreneurs, and the future of leisure. And while the creator phenomenon is often thought of as a... See more