RISE OF THE INSURGENT BRANDS
Move over legacy brands, there are new kids in town: the insurgents. According to research from Bain, insurgent brands – fast growing, innovative consumer goods companies – are seeing a 55 % year-over-year increase in volume driven by their ability to capture the‘ vibe’ of audiences through authenticity, transparency and trust.
For legacy brands, the real disruption lies in agentic commerce, where AI agents rather than humans increasingly make the final purchase. Bain warns that as shoppers delegate their lists to algorithms, brand loyalty is being rewired into " modelshare ". The message? If your brand’ s data isn’ t transparent and machine-readable, it simply won’ t exist to the next generation of automated consumers. businesschief. com
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