In the age of social media, traditional advertising and marketing have completely transformed, especially in the past decade.

Consumers need more than impressive billboards or advertisements to put their trust in a brand. Many now look to influencers, content creators, or other consumers before purchasing a product or service.

Per a recent PYMNTS intelligence report, 56% of shoppers in the US make at least one annual purchase based on influencer recommendations, while 12% make more than six.

Authentic authority

A key driver behind this creator-led retail marketing growth is a longing on the part of consumers for authenticity and transparency.

“Customers want to reduce the gap between their experience and also the information created by the sellers or the brands,” Minkyung Kim, assistant professor of marketing at Carnegie Mellon University’s Tepper School of Business, told Retail Brew. “That’s why there are a lot of things like social commerce or online reviews that actually lead brand marketing in retail, because that kind of authenticity, the closer distance, and bridging the gap between their experience and the information really matters to the customers.”

This has specifically been true for categories such as beauty and fashion where influencers are able to capture significant audiences.

“For apparel or beauty, the fit between the customer and the product is more important,” Kim said. “That’s where customers seek more information for authenticity and credibility.”

Keep reading here.—JS

From nationwide parcel carriers to individual delivery drivers, the US-Israeli war with Iran is raising costs up and down the retail supply chain.

In response to higher energy prices and other geopolitical disruptions, Kearney revised its 2026 inflation forecast for global supply costs to increase between 5% and 7% rather than 2.3%–4%, noting that companies will “feel this immediately.”

In addition, “unlike tariffs,” the consulting firm wrote, there will be “direct and immediate pass-through of energy costs to commercial contracts.”

Keep reading here.—AV

On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

Michael Carle is CEO of Nate’s Honey maker Sweet Harvest Foods.

How would you describe your job to someone who doesn’t work in retail? As CEO of Sweet Harvest Foods, I lead the largest US honey producer which provides the highest quality ingredients for some of the most iconic brands and beloved products. I also lead two US brands: Nate’s Honey, the No. 1 honey brand, and Nate’s Hives, the largest beekeeper. My role is to enable my leadership team to function at the highest level, drive creativity and innovation across their departments, and make strides toward our vision of being the trusted honey company that nourishes every home and every occasion.

One thing we can’t guess about your job from your LinkedIn profile? Honey isn’t just a job; it has an important connection at home. My wife was diagnosed with an autoimmune disease 13 years ago and has been on a long-term journey to adjust her diet in ways that can help her manage it. She was eventually led to honey to support her in controlling the inflammation in her body. It’s become an important part of her diet, to the point where she takes a teaspoon of it every day! And it’s a bit of a treat to her as well.

Keep reading here.—EC

If you’re heading to POSSIBLE, join us for a private lunch on April 27 to talk about what’s actually breaking through in the age of AI. From creators and communities to shifting audience expectations, we’ll unpack what’s changing and what it means for marketers right now—alongside others figuring it out in real time.

Consumer confidence is at its lowest level in years—but Americans are still opening their wallets. From credit card data to iPhone sales, new indicators show spending remains strong despite economic anxiety. Here’s what’s driving the disconnect.