Double Forte

By Ava Lund

For decades, earned media followed a familiar formula. Secure coverage in a respected publication, reach the right audience, and build credibility through third-party validation.

That formula still works. The “traditional” media landscape does not.

Audiences no longer rely solely on newspapers, trade publications, or broadcast outlets to stay informed. Now they turn to podcasts during their commute, newsletters in their inbox, YouTube, TikTok and Instagram creators they trust, and industry experts who have built media brands of their own.

This shift changes more than where stories appear. It changes where influence lives. As audiences spread their attention across more channels, PR teams need to rethink how they define media, build relationships, and measure success.

Journalist Influence No Longer Lives Exclusively in Traditional Media

The definition of earned media has expanded far beyond the newsroom.

Podcasts, newsletters, and creator-led platforms now shape industry conversations alongside traditional publications. Many attract highly engaged audiences that rival established media outlets within specific sectors.

The shift reflects a broader change in audience behavior. People no longer wait for editors, producers, or algorithms to decide what deserves attention. Instead, they choose the voices they trust and follow those experts across multiple platforms.

For brands, media opportunities now extend well beyond a reporter interview or a feature article. The most effective communications strategies recognize influence wherever audiences seek information.

Attention Matters More Than Reach

Audience size still matters, but attention has become dramatically more valuable.

Podcasts illustrate this shift clearly. According to Edison Research’s Infinite Dial 2025 report, 55% of Americans age 12 and older listen to podcasts each month, the highest level on record.

The appeal goes beyond convenience. Audiences seek context, expertise, and conversation, qualities that short-form content often struggles to deliver. Podcasts give leaders room to explain ideas, challenge assumptions, and share experiences in their words. Listeners gain a fuller picture than they would from a quote in an article or a social media post.

That depth creates a powerful advantage. While social content competes for seconds of attention, podcast audiences often spend 30 minutes or more with a single episode. Those extended conversations build credibility, strengthen trust, and create stronger audience connections.

Newsletters offer a similar advantage. Publishers have doubled down on one channel they can fully control: what they send to your inbox.  Newsletters have evolved from a supporting product into a core part of many media strategies, giving publishers a direct line to readers without relying on algorithms or shifting platform rules. 

Reuters Institute research shows that media organizations continue to invest in products that strengthen direct audience relationships as traffic from search and social platforms becomes less predictable.

A mention in a respected industry newsletter may generate less reach than a national headline, but it often reaches the exact audience a brand wants to influence. In a fragmented media environment, relevance carries as much weight as scale.

Trust Has Shifted From Institutions to Individuals

One of the most significant changes in earned media involves who owns the audience.

Journalists, analysts, and industry experts increasingly build independent media brands through newsletters, podcasts, YouTube channels, and paid communities. Many attract loyal audiences that rival traditional media outlets within specific industries.

These creators succeed because audiences trust individuals whose expertise they value and whose perspectives they understand. Trust often begins with the person behind the content rather than the institution that publishes it.

This shift expands the scope of media relations. Strong relationships with reporters remain essential, but independent creators now shape industry conversations, influence opinions, and drive awareness across highly engaged communities.

The Future of Earned Media Runs on Trust

The future of earned media is not about replacing traditional publications. It is about recognizing that influence now exists across a much broader ecosystem.

Traditional outlets continue to provide authority and credibility, while podcasts offer depth, newsletters create direct audience relationships, and independent creators build trust within highly engaged communities.

The strongest PR strategies will combine these channels rather than treat them as separate opportunities.

As media habits evolve, earned media success will depend less on where a story appears and more on whether audiences trust the source behind it. Brands that adapt first will earn attention in the places that matter most and build credibility with the audiences that shape their future.

AI seems to have taken over our screens with generated images, captions, ads, emails, and customer service responses. Consumers are fed up. Recent resentment towards AI isn’t necessarily aimed at technology itself. The sentiment stems from a deeper-rooted human need for connection. 

As more brand communication starts to look and sound the same (*read, boring and  soulless*), people are looking for proof that there are real humans behind the message. 

For brands, this presents a clear opportunity: create moments that spark human connection. Here are three ways to do so. 

1. Let personality shine through on socials

Polished content has its place. But in the AI era, perfect feels suspicious. A recent Accenture report shows that 45% of consumers distrust AI-generated content that lacks personability. In contrast, less polished social media content allows brands to say, “We’re human, too.” Sharing a quick phone video, a raw conversation, a behind-the-scenes moment, or a clear point of view will make a bigger impression than an overproduced asset. 

Importantly, unpolished doesn’t equate to lowered standards. It means leaning into authenticity and personality to build trust with your audience. 

Taco Bell does this well. Their Instagram shares unfiltered content, frequently reposting fan-created content  that feels spontaneous, imperfect and entertaining. By embracing user generated content (UGC in the biz), Taco Bell allows its personality to come through while engaging its existing community. And personality gives viewers something to connect with and relate to. 

2. Put real people at the center

The most effective brands make their people visible. Instead of relying solely on product shots or carefully scripted campaigns, they highlight founders, employees, customers, and experts.

That might look like a founder filming a quick video explaining why they created the product. An employee sharing how they use it in their daily life. Or a brand taking its product into the real world with a pop-up and capturing unscripted reactions from people interacting with it for the first time.

People help audiences understand not only what a brand is, but also who’s behind it and why it matters. 

Aerie, a popular intimate apparel, loungewear, and activewear brand, offers a strong example. The brand pledged not to use AI-generated bodies or people in its ads. The move aligned with its long-running commitment to real, untouched imagery, and became its most-liked Instagram post in the last year.

3. Be a catalyst for community

We’re in the midst of a what theAmerican Psychological Association calls a “connection crisis.”  Brands can show up by creating spaces where people feel seen, welcomed and part of something larger than a transaction.

Community can take shape in person: weekly mahjong nights at a local restaurant, local clothing swaps, a dedicated tech-free “analog” zone at a cafe, and interactive pop-ups. It can also happen online through social content designed to spark conversation, customer groups, ambassador programs or forums where people share ideas and recommendations.

At Sonoma’s Dutcher Crossing Winery, community is second nature. The winery brings people together through regular local events that feel like family gatherings. The proprietor and winemakers are often part of the experience, grilling, talking with wine club members, and on occasion giving guests vineyard tours by pedicab. (Full disclosure: DCW is a long-time Double Forte client.)

Heineken executed on a similar idea with a simple billboard statement: “The best way to make a friend is over a beer.” The message works because it focuses on the human moment around the product, not the product alone.

AI can help brands move faster, yet trust still comes from humans. Are you looking to strengthen your brand’s community? We can help with that. 

By Ava Lund

Social media marketing is evolving faster than ever. AI tools are accelerating content creation, platforms keep changing, and audiences are quicker than ever to scroll past content that feels generic or forced.

Our team attended Social Media Marketing World 2026 to see how marketers are adapting in real time. Across sessions on AI, LinkedIn, Instagram, podcasting, and community building, one theme stood out: stronger marketing starts with a stronger human connection.

What made this year’s conference especially interesting was how practical the conversations felt. Speakers focused less on predictions and more on what marketers are doing right now to build trust, improve performance, and keep audiences engaged in a crowded digital environment.

Here are the biggest takeaways we brought back from the event.

Takeaway #1: Human Connection Is Becoming a Competitive Advantage

As AI-generated content floods social feeds, audiences are craving content that feels real.

People at the conference kept returning to the same challenge. Consumers still expect brands to participate in online culture, but they quickly tune out content that feels forced or trend-driven solely for visibility.

That conversation mirrored what we’re seeing with clients. The brands getting the most engagement right now are building trust instead of chasing every trend.

We explored this recently in our Double Forte blog on trend jacking, where we shared how brands can participate in trends without losing authenticity or credibility. The strongest social strategies balance relevance with a clear brand voice and audience understanding.

Community building also surfaced across the event. Brands creating conversations and meaningful interaction continue to outperform brands focused only on publishing volume.

Takeaway #2: AI Is Reshaping Marketing, but Strategy Still Leads

This year’s AI conversation felt different.

Marketers are no longer debating whether to use AI. They’re figuring out how to apply it strategically across workflows. Speakers shared examples of teams using AI for research, campaign planning, analytics, content ideation, and audience insights.

According to Pew Research Center, 21% of U.S. workers say AI now handles at least part of their responsibilities.

Even with those advances, strategy still depends on people. AI helps teams move faster, but marketers continue shaping positioning, messaging, creativity, and editorial judgment.

Some of the strongest conversations focused less on shortcuts and more on building systems around brand voice, customer insight, and thought leadership. That shift reflects where marketing teams are heading as AI becomes part of everyday operations.

Takeaway #3: Simplicity and Sustainability Are Replacing Content Overload

Several speakers challenged the long-standing belief that higher content volume leads to stronger performance.

Instead of pushing constant production, marketers discussed building sustainable content systems. Teams shared strategies around repurposing top-performing content, creating evergreen libraries, and batch production workflows that reduce pressure without sacrificing quality.

There was also a noticeable shift toward simpler, more conversational formats. Founder-led storytelling, behind-the-scenes content, and lo-fi video often feel more trustworthy and relatable than heavily produced campaigns.

Audiences are responding to content that feels useful, direct, and human.

Final Thoughts

Social Media Marketing World 2026 reinforced something we think about often at Double Forte. Marketing works best when brands communicate clearly, build trust, and stay connected to the people they want to reach.

AI and emerging technologies will keep changing how brands create and distribute content. Our team helps clients navigate those shifts while keeping messaging authentic, strategic, and audience-focused.

The brands rising to the top right now are building real relationships and creating content people genuinely want to engage with.

There’s been a lot of doom and gloom in the wine industry lately. But one surprising bright spot has emerged, and it’s not organic wines, canned wines or Rosé. Surprisingly (or not surprising if you keep reading), it’s flavored wine. That is, wine infused with natural flavoring made from non-grape materials, as opposed to traditional wine, which gets its flavors from grapes and winemaking techniques.

In a beverage category that is so closely tied with tradition, history and terroir, the very thought of flavored wine will make many wine enthusiasts and critics stick their nose up. With the wine industry’s overall decline, however, we can’t ignore what’s working. According to The Drinks Business and Nielsen IQ data, flavored RTD wine cocktails grew 15% year over year, along with wines with higher alcohol by volume (around 16%), which grew 8.9%. Comparatively, still wines declined -5.8% overall.

What is interesting about flavored wine is what it says about today’s consumer. Its rise reflects a broader shift in consumer behavior towards prioritizing clarity, familiarity, convenience, and immediate gratification when purchasing beverages. Below we explore what’s behind the growing popularity in flavored wine and why it’s important to consider when marketing to today’s consumer.

Flavor is Trending Across the Beverage Category

Late last year, in our 2026 Food & Drink Trend Forecast blog post, we predicted that 2026 would take flavor trends to new levels, and that prediction has certainly proven true across the beverage space. It’s not just flavored wine that’s trending. According to CSP Daily News and Nielsen IQ data, “flavored alcohol beverages—including flavored malt beverages (FMBs), hard seltzers, prepared cocktails and wine-based cocktails—accounted for roughly 21% of total beer, wine and spirits sales in U.S. convenience stores in the year through April 18.”

As we look to bring new consumers into wine, producers must consider that flavor is key to influencing younger legal drinking age (LDA) consumers’ purchasing decisions. Beyond traditional wine and beer, younger consumers have many more beverage options than ever before. Fruity or easy-to-understand flavor profiles dominate alternative beverage categories, so it’s not surprising to see Gen Z and Millennial consumers looking for similar flavor profiles when it comes to wine. Considering the myriad of choices, flavored wine could very well serve as a gateway to bring more members of this younger demographic into the category.

Flavor is Straightforward

Wine can be confusing. Wine labels can quickly become overwhelming to anyone walking the wine aisle. According to research from Wine Market Council (WMC) and Quini, “24% of wine drinkers say label information rarely helps them choose a wine,” as reported by Wine Business Monthly. Similarly, 34% of these wine drinkers “report buying a bottle they expected to match a flavor or style they liked—only to be disappointed.”

Because flavors are often familiar and easy to understand, flavored wines simplify the wine shopping experience by stating more directly what consumers can expect when they take their first sip. This kind of clear communication and marketing may be especially important for younger consumers who are newer to wine and approach it in a different way than previous generations. Rather than relying on centuries of tradition and prestige to appeal to wine consumers, it is important for marketers and brands to meet consumers where they are and understand their needs and wants. In an industry facing declining consumption and headwinds, innovation will be essential to wine’s future.

Value Matters More Than Ever

In today’s unpredictable economy, value matters. Consumers want confidence that what they are purchasing will deliver the value and flavor they expect. As consumers become more selective about where they spend their money, some want products that pack a bigger punch, as alcohol also factors into a perception of value for their purchase. The Wine Group is innovating to reach this higher alcohol wine consumer. In a recent interview, CMO Helen Kurtz told The Drinks Business “People looking for a serious kick with their wine tend to also want ‘high fruit and flavor cues, so we introduced several new lines, like MAD DOG by MD 20/20, FUEL by Franzia, and the new Dulce Sol Spiked Aguas Frescas line.’”. This is just one example of the many ways wine companies are providing innovative products for flavor-conscious consumers.

Whether flavored wine becomes a lasting segment or not, its growth reflects a broader shift in how consumers approach beverage purchasing. Today’s drinkers increasingly value clarity, familiarity, and accessibility over tradition alone. As presented in a recent blog post on agility in food & beverage marketing, emerging trends are highly important for marketers to understand in order to appeal to current consumer preferences. For wine marketers, understanding this shift in consumer behavior will be critical to attracting the next generation of wine drinkers.

Launching a new wine brand? Reach out to our team to discuss how we can help you build a strategy that appeals to your target consumer.

By Alexis Dowling

Marketing today is shaped by algorithms. Feeds are filtered, reach is rented, and attention is fragmented. It is tempting to chase every new format or rely heavily on paid channels. But one constant continues to outperform: earned media.

When audiences are skeptical and overwhelmed, credibility becomes the differentiator. Earned media delivers that credibility in a way brand messaging alone cannot.

The Trust Advantage

Consumers know when they are being sold to. They trust third-party coverage far more than branded content. A well-placed story in a respected outlet does more than reach people. It borrows trust from the publication and transfers it to your brand.

Impact That Compounds

Earned media does not disappear when a campaign ends. Strong coverage can be discovered, shared, and referenced over time. It supports SEO, strengthens sales conversations, and creates reusable content across channels.

One story can lead to more coverage, speaking opportunities, and stronger stakeholder confidence. The effect builds over time.

Strategy, Not Tactics

Effective earned media is not reactive. It starts with clear goals and sharp messaging, then builds narratives that matter to both audiences and journalists.

At Double Forte, we focus on:

• Message clarity
• Compelling narratives
• Smart media targeting
• Consistent visibility

This turns media relations into a driver of real business outcomes.

The Role of Relevance

Journalists are looking for stories that matter right now. Relevance is what determines whether a pitch gets attention or gets ignored. Brands that can connect their message to timely trends, industry shifts, or real audience needs stand out.

Being relevant means more than having news. It requires understanding what your audience cares about and why it matters in the current moment. When brands align their story with what is timely and meaningful, they are more likely to earn coverage and engagement.

Better Together

The best programs integrate earned, owned, and paid media. Earned builds trust, owned deepens the story, and paid expands reach. Together, they create stronger results than any one channel alone.

The Bottom Line

Platforms will keep changing. Trust will not.

Earned media remains one of the most effective ways to build credibility at scale. In a noisy, algorithm-driven landscape, that makes it essential.

By José Gálvez

In a marketing landscape obsessed with overnight virality and algorithm-chasing, it’s tempting to look for the quick win. We see it all the time: two brands execute a transactional, short-term marketing campaign, secure a quick burst of buzz, and move on to the next transactional moment.

It’s the corporate equivalent of buying pre-distressed clothing. It might look the part on day one, but it lacks the structural integrity and authentic history that actually makes something valuable.

When it comes to building truly impactful strategic partnerships, there are no shortcuts. You have to put the miles in yourself.

The Trap of the Pre-Aged Partnership

Recently, my colleagues at Double Forte have written about the dangers of falling into a transactional rhythm with media relations and the growing reality of algorithm fatigue. The exact same principles apply to brand partnerships.

Consumers are incredibly savvy. They can spot an artificial, forced collaboration from a mile away. When a partnership is built entirely on a short-term metric rather than a shared ethos, the resulting campaign often feels hollow. It’s a transaction, not a relationship. And while it might generate a momentary spike in engagement, it rarely builds long-term brand equity or consumer trust.

Earning the Patina: What Structural Alignment Looks Like

The most resilient partnerships – the ones that weather cultural shifts and actually move the needle –   are built like quality heritage goods. They require an upfront investment, they take time to break in, and they only get better the more you use them.

Here is what it takes to build a partnership designed for the long haul:

• Shared Values Over Shared Audiences: It’s not enough to simply have overlapping target demographics. True alignment happens in the whitespace between brands. What core philosophies do you share? If the foundation relies on quick trends rather than a shared ethos, the partnership will eventually crack.
• Willingness to Iterate (and Stumble): When you commit to a long-term collaboration, not every single activation will be a home run. But the shared experience of launching, learning, and refining is exactly what builds institutional trust between two organizations.
• Deep Integration Over Surface Placements: A logo swap is easy. Integrating your services, co-developing a product, or fundamentally sharing resources requires vulnerability and operational effort. That effort is exactly what signals to the consumer that this collaboration is authentic.

Putting the Miles In Across Industries

We see this need for deep, structural alignment across our entire portfolio at Double Forte, regardless of the industry.

Take our work in the wine and spirits category. Winemaking is the ultimate long game; you cannot artificially rush a good vintage, just like you cannot fake a heritage brand. When we look at partnerships for them, or for category staples in other industries we aren’t looking for fleeting, flash-in-the-pan viral moments. We are looking for alignments that reflect their enduring quality and commitment to their craft.

And  the best  l partnerships aren’t just a marketing campaign; they are deep, operational integration. Connecting financial ecosystems requires a massive upfront investment of time, security protocols, and shared resources. It is the definition of “putting the miles in.” But once that structural foundation is built, the partnership yields compounding returns for both the brands and the end consumer for years.

Playing the Long Game

As a Strategic Partnerships Manager, my goal isn’t just to find brands that look good next to each other on a billboard. It’s to find organizations willing to roll up their sleeves and build something durable.

In an era where everything moves at breakneck speed, taking the time to slowly and intentionally align with the right partner is the ultimate competitive advantage. Don’t settle for the quick, superficial win. Find the right partner, invest in the relationship, and start putting the miles in. The results will speak for themselves.

By Ana Cahuas

So, you’re planning an event and want to get the word out. How do you attract the right media and influencers? It helps to understand how they work and plan your event in a way that makes it easy for them to engage. They’re busy and getting invited to everything, so a thoughtful approach can go a long way in helping your event stand out and get RSVPs.

Here are six tips to make the most of your media invites:

1. Create something worth showing up for

As you’re planning, think about makes your event fresh, relevant, and engaging for media and influencers. Is there a unique angle, a strong story, or an experience you can’t find elsewhere? Media are always looking for new and interesting opportunities, so taking the time to shape something distinctive upfront can make a big difference in both attendance and coverage.

2. Make it easy for media to say yes
   Flexibility goes a long way. Instead of a single, rigid time, think about offering a window. This could look like an open house, multiple time slots, or even an ongoing event series. Later-week afternoons tend to be safer bets, and options always make it easier to fit into busy schedules.

3. Know exactly why you’re hosting the event
   Before you think about the guest list, get clear on your goal. Is this about awareness? A launch? Relationship-building? That clarity will guide everything from who you invite, to how many, to what the experience actually looks and feels like. More often than not, quality over quantity wins when it comes to invitations. 

4. Have a plan for the “can’t make it” crowd
   Life happens. Even people who are interested will have conflicts or have to cancel last-minute. Don’t let that be the end of the interaction. Think ahead about how you can still bring them into the story, whether that’s curating a thoughtful PR kit, offering a separate visit, or creating another touchpoint tied to the same moment.

5. Timing matters
   Three weeks out is a good rule of thumb for sending initial invites. It gives people time to plan and you have room to follow up. We recommend two follow-ups maximum (invite, reminder, final nudge). 

6. Focus on building real relationships

Events are a great opportunity to connect in person and build genuine relationships with media and influencers. Instead of focusing on coverage, think about how you can create a thoughtful, memorable experience and continue the conversation afterward. A simple follow-up, a thank you, or another touchpoint down the line can go a long way and often leads to more natural, ongoing opportunities to work together. 

If you’re exploring event formats, we’ve written about hosting a successful pop-up. Want help planning your next brand event? Contact us!

By: Doug Cipriani

Media relations is a dynamic skill with variables galore, making it easy to fall into the transactional rhythm of sending a pitch, securing a desired piece of coverage and moving onto the next. However, the strongest relationships with reporters aren’t built in the transactional moments – they’re built in the space in between those moments. That’s where the “friendly check in” comes into play.

Relationships Over Pitches

How you show up when you don’t need something from someone often matters more than how you show up when you do need something. This is true in personal relationships, and the same principle applies to media relations. Too often, media outreach is tied directly to an ask, whether it be a pitch, follow up or product sample offer. Once coverage lands, the conversation stops and the silence resets the relationship to start from scratch next time you reach out.

The friendly check in changes this ineffective cycle. It’s about expanding your outreach to go beyond pitching a specific angle or story to a reporter and instead reaching out without an underlying agenda. You don’t try to disguise your outreach as a non-pitch, it’s not “circling back” without any substance or sending frequent follow ups. Instead, you’re:

• Keeping it authentic to build relationships that are larger than landing a story for your client.
• Checking in to see how they’re doing, staying in touch on their life updates and working to build an authentic personal relationship.
• Mitigating silence once coverage runs to not let space grow for the relationship to reset.
• Filling the whitespace between story opportunities with intentional dialogue.
• Avoiding the transactional nature by not contacting each other only when you want something.
• Taking the time to build mutually beneficial relationships.

The Value Proposition

Focusing on building valuable relationships doesn’t just make interactions less transactional – it makes them mutual. Your outreach and conversations with media move from self-serving with the intention of landing coverage, to two-sided as you work to build a personal relationship. When you’re communicating with and without asks, the value then flows both ways. You’ll go to reporters with story ideas and they’ll come to you with source or product requests because you understand each other’s constraints and goals beyond a singular pitch.

When you consistently show up without an undercover agenda, you’re showing reporters that you see them as a person outside of the publication they write for. In their eyes, you become someone who understands their work, respects their time and values the relationship itself, not just the outcome.

Over time, this will lead to your email breaking through the noise of a reporter’s busy inbox. Your message will be one they actually open when they see the familiar name. The relationship you’ve built will create more responsive communication and will garner honest feedback on your ideas because you put in the work to bring it to that point.

Doing It the Right Way

Authentic relationship building doesn’t have to be complicated, but we suggest a few techniques to make it successful. The overarching key is identifying relevant yet natural moments to reach out. These touchpoints can be things like congratulating them on a new role or topic they’re covering, acknowledging a personal milestone, like moving or getting a new pet, or sharing your thoughts on one of their recent stories. Across all these moments, you’re including elements of timeliness, thoughtfulness and intention. The outreach isn’t disguised as a pitch, it’s a true touchpoint for connection.

To identify these moments, it takes a bit of proactive effort. Keep a pulse on target reporters’ social media channels and recent coverage feeds, looking for topics that make sense to connect on. Maybe you had a similar experience or advice to share for something they posted about on Instagram, or you particularly relate to one of their recent articles – reach out. To make this process more manageable, a personal tracker is key. Develop a master document for yourself that includes things like their contact information, notes from recent conversations and their personal interest or milestones you identify. Taking a few minutes each week to update this will make it easier to personalize your outreach and pick up conversations naturally over time.

When you’re having conversations with media, avoid coming across as scripted or overly formal. Your writing should take a conversational tone – you should ask questions and let your personality shine through. This will make you memorable and help the reporter feel that they’re talking to a real person behind the message, not just another PR contact they’re getting a mass blast from.

One of the most essential, and most difficult, parts of this approach is consistency. These relationships aren’t built with one email or one conversation – they take time, so carving out space in the week to do this is crucial. This can be as simple as taking 30 minutes on a Friday to review your key contacts social media profiles and recent coverage, responding to open conversations and updating your tracker with context for future reference. It’s easy to push this to the bottom of a busy to-do list, but investing the time here pays off in the long run.

This is a simple concept but extremely powerful in impact. Relationships go far, especially when properly nurtured. Taking the time to move from chasing coverage to building coverage makes all the difference. Interested in how strategic media relations can support your business? Reach out to the Double Forte team for more information.

By Ava Lund

Social platforms once promised a more personalized internet. Algorithms analyzed behavior and surfaced posts that matched individual interests. Feeds felt efficient, tailored, and endless.

That promise now faces growing scrutiny, as many users question how platforms decide what appears in their feeds and why certain posts receive priority. Public awareness of algorithmic influence has changed how audiences interact with social media.

A shift has begun. Analysts describe it as algorithm fatigue. Users no longer accept automated feeds without question. Many now seek greater control over how they discover information and which voices shape their digital experience.

Questioning the Feed

Algorithmic feeds still shape much of the modern social experience, yet confidence in those systems continues to decline. A 2022 Pew Research Center study found that only about one in ten Americans believe users have significant control over what appears in their feeds, while roughly one-third say users have no control at all.

This perception changes how people approach social platforms. Greater awareness of feed mechanics encourages users to take a more active role in shaping what they see. Some mute topics or accounts, others adjust follow lists or explore platforms that allow more direct control over content.

(Note: if you want to “cleanse your feed,” type in happy dogs, and like and comment on 5 posts. Then type in Good News and like and comment on 5 posts. Then type in “whales” and like and comment on 5 posts. Wait 12 hours. Voila’!) 

Audience behavior reflects this shift. Users now evaluate sources more carefully and pay closer attention to credibility. Passive scrolling gives way to more deliberate choices about who deserves attention.

This change alters how brands capture visibility. Attention no longer comes from algorithms alone. Credible voices, trusted publications, and expert perspectives now carry greater weight. Media relations helps brands appear in places audiences actively seek out for reliable information. When PR teams invest in thought leadership and authoritative coverage, they place their message within environments where trust already exists.

The Overload Effect

Skepticism alone does not explain the growing tension with social platforms. Feed design also plays a major role. Recommendation systems prioritize content that drives engagement, which creates a constant flow of posts, videos, and articles. 

That pace creates pressure on attention. Research from the National Institutes of Health identifies information overload as a major driver of social media fatigue. Constant updates, notifications, and competing content streams make it difficult for users to focus on what matters.

Many people respond by changing how they navigate digital spaces. Instead of sorting through endless feeds, audiences search for sources that present information in a clearer and more manageable format. The goal shifts from discovering everything to discovering the right things.

Communication strategy must adapt to that reality. Visibility now depends less on volume and more on relevance. Strong insights, credible data, and thoughtful analysis attract attention in environments where audiences expect substance. Coverage in industry publications, expert commentary, and partnerships with respected creators place brands within conversations that reward depth rather than noise. Each credible appearance strengthens authority and helps audiences recognize a brand as a reliable source.

Intentional Media Gains Value

Audience behavior reflects a broader move toward intentional media habits. Many people now choose formats that allow them to control how and when they receive information. Newsletters, podcasts, and specialized creators offer a different relationship with content.

These formats rely on active choice. Readers subscribe to writers they trust. Listeners return to podcasts that deliver expertise or perspective. Each subscription reflects a deliberate decision about whose voice deserves attention.

This environment rewards clarity and consistency. Brands that provide informed commentary, research-backed insights, and credible expertise become valuable contributors to these curated spaces. PR teams play a key role by connecting spokespeople with journalists, creators, and hosts who maintain strong relationships with their audiences.

Algorithm fatigue signals a broader shift in the digital landscape. Audiences still value online content, yet they increasingly prefer sources that offer clarity, credibility, and control. 

Organizations that recognize this change and invest in trusted voices, strong narratives, and meaningful media relationships will stand out in a crowded information environment. Brands that adapt now will shape how audiences discover and trust them in the years ahead.

By Maggie Zeman

Not long ago, grocery shopping was largely habitual. Consumers bought what they always bought. Brand loyalty was sticky, routines were comfortable, and the path to purchase was predictable.

That world is gone.

Today’s consumer is stressed, financially cautious, and navigating a cultural landscape that feels increasingly unsettled. As a result, the traditional marketing playbook is shifting. Consumers are now shaping cultural trends faster than brands can respond. For marketers, the implication is clear: agility is no longer optional, it’s a competitive advantage.

When marketers tap into “cultural and ideological values” they can establish emotional resonance with audiences in today’s fractured consumer environment. But doing that effectively requires brands to stay closely connected to culture, not just category.

At Double Forte, trend monitoring isn’t a quarterly exercise or an annual planning ritual. It’s a daily discipline. Our team reads across more than 20 publications each day including trade media, consumer press, cultural outlets, and economic research. We report findings on our blog and share internally across teams. We also share findings in our staff meetings. Each week, a team member presents a trend and shares how it’s showing up not only in media but in real life. We discuss how it is influencing consumer behavior and brainstorm how our clients’ brands can authentically enter the cultural conversation.

Why do we do this?

Because if you can feel a trend before you can quantify it, you’re already ahead of the curve. For example, understanding that today’s consumers increasingly want tangible benefits that simplify their lives and align with their values can enable brands to shift. Those conversations become part of our client work as we connect cultural signals with brand opportunities.

The bigger lesson for marketers? Trends don’t live in silos. What begins as a cultural shift in fashion, art, or lifestyle often migrates quickly for our food and beverage clients. Sustainability conversations shape packaging expectations. The analog revival fuels interest in home cooking and farmers markets. Community values influence brand loyalty that can drive in-person engagement. We listen and then connect the dots for our clients making these shifts brand opportunities.

Five Ways Brands Can Turn Consumer Trends Into Marketing Opportunities

1. Turn trend monitoring into consumer discovery

Consumer insights don’t come from reports alone. The most valuable discoveries happen when research is paired with cultural observation. Brands should actively combine formal research with ongoing trend monitoring to better understand the emotional and behavioral drivers behind purchasing decisions. Bringing internal teams into those discussions often sparks fresh thinking and more proactive marketing strategies.

2. Build community before launching campaigns

Before investing heavily in paid media, invest in belonging. For food and beverage brands, this might mean partnering with local chefs, collaborating with food creators, or showing up at community events. These relationships create authentic brand advocates and drive the kind of word-of-mouth influence that traditional marketing often struggles to replicate.

3. Make authenticity your strongest marketing asset

Consumers today have a sophisticated radar for what feels genuine and what feels manufactured. Brands that break through tend to communicate clearly about their origins, ingredients, sourcing, and values. They allow their own real people represent the brand in honest ways. Authenticity isn’t a messaging tactic; it’s a long-term trust builder.

4. Design products for the “small luxury” moment

Even budget-conscious consumers are looking for small moments of joy. This “treat culture” mindset creates an opportunity for food and beverage brands to position their products as intentional experiences rather than everyday commodities. Packaging, storytelling, and retail presentation can all help elevate the everyday and transform a product into a moment worth savoring.

5. Move quickly and test new ideas

In today’s fast-moving cultural environment, speed is an advantage. Brands can experiment with limited product drops, regional launches, seasonal flavors, or social-first campaigns that tap into current cultural conversations. The goal isn’t perfection, it’s responsiveness. The brands that test, learn, and iterate quickly often uncover the biggest opportunities.

The Bottom Line: Culture is moving fast and your brand should too. Consumers are constantly reshaping their habits, priorities, and purchasing decisions. While trust may be harder to earn in today’s fragmented media environment, one thing remains clear: joy is still on the shopping list.

By listening closely to culture, responding quickly to trends, and building authentic community connections, your brand will be better positioned to create lasting relationships with your target audiences. We’d love to discuss how Double Forte can help your brand stay ahead of those shifts.