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Brands Need Creators to Reach Audiences That Reject Mainstream Media: Dentsu’s Whitney Fishman – Beet.TV

Summary by Beet.TV - The Root to the Media Revolution
Mainstream news is losing audiences as consumers question its validity and find alternative sources of facts, which have the same potential to mislead or reinforce misconceptions. Amid this cacophony, reliable information becomes more valuable. “Consumers are exceptionally desperate for at least a sense of control and a sense of choice,” Whitney Fishman, executive vice president, futures and applied transformation at Dentsu, said in this intervi…
DisclaimerThis story is only covered by news sources that have yet to be evaluated by the independent media monitoring agencies we use to assess the quality and reliability of news outlets on our platform. Learn more here.

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Beet.TV - The Root to the Media RevolutionBeet.TV - The Root to the Media Revolution

Brands Need Creators to Reach Audiences That Reject Mainstream Media: Dentsu’s Whitney Fishman – Beet.TV

Mainstream news is losing audiences as consumers question its validity and find alternative sources of facts, which have the same potential to mislead or reinforce misconceptions. Amid this cacophony, reliable information becomes more valuable. “Consumers are exceptionally desperate for at least a sense of control and a sense of choice,” Whitney Fishman, executive vice president, futures and applied transformation at Dentsu, said in this intervi…

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Michael Brito - Building Brands OnlineMichael Brito - Building Brands Online

Gen Z Demands a Voice in Media Creation: How Brands Can Respond

Gen Z isn’t waiting for media to catch up—they want in. They’re not just watching from the sidelines; they expect to shape the stories being told. Teens are 7.5 times more likely to agree than disagree that brands and creators should consult them in the creative process. That’s not a request—it’s a demand for authenticity. You’ve seen it before: brands trying to capture Gen Z’s vibe and missing by a mile. It happens when companies guess instead …

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Michael Brito - Building Brands Online broke the news in on Saturday, February 22, 2025.
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