The Future of Consumer Products: Influencers and Individual Brands
The Shift in Consumer-Product Relationships
YouTube stars like MrBeast and Logan Paul may appear to be just using gimmicks to promote products like Feastables snacks and Prime energy drinks. However, billionaire venture capitalist Marc Andreessen sees them as a glimpse into the future of consumer-product relationships. Andreessen argues that brands like Coca-Cola and Kraft Mac & Cheese only exist because they were created in a specific era of media.
In a recent episode of The Ben & Marc Show podcast, hosted by Andreessen and his fellow co-founder Ben Horowitz, Andreessen discussed his perspective. He mentioned other brands that are led by non-YouTube celebrities, such as George Clooney’s Casamigos Tequila and Kim Kardashian’s Skims shapewear, which have become billion-dollar businesses. While some may view these efforts as gimmicks, Andreessen believes that influencer and individually-branded products may be the future of consumer products as a whole.
The Evolution of Brand Building
In the mass media era, brands primarily relied on TV commercials to establish their presence. The focus was on conveying the basic message of the product rather than highlighting celebrities or individuals. This led to a disconnect between consumers and brands, where the relationship was with the corporation rather than a person.
Andreessen emphasizes the importance of emotional affinity in consumer-product relationships. He shares his son’s love for MrBeast, a YouTube star who serves as a role model for millions of kids. While it may not be a traditional two-way relationship, Andreessen believes that this connection with an individual is more authentic than a relationship with a faceless corporation.
The Potential for Change
Andreessen suggests that we may be at the cusp of a significant shift in consumer-product dynamics. He envisions a future where individually-led brands become the norm, potentially replacing conglomerates like Unilever, Kraft Foods, and Procter & Gamble. The rise of social media and influential figures has provided a platform for individuals to establish their own brands and connect with consumers on a personal level.
Only time will tell if Andreessen’s prediction will come true. However, the rise of influencer marketing and the success of independently-branded products indicate that consumers are seeking more authentic connections. The era of impersonal corporations may be giving way to a new landscape where personal relationships with brands are the norm.
