How CPG Leaders Stay Ahead When Consumers Innovate Faster Than Brands
C3Centricity
JULY 12, 2025
Executive Summary Consumers are accelerating past traditional brand innovation, turning TikTok hacks and viral trends into tangible product shifts in the real world. A McKinsey study shows that 75% of Gen Z believe brands are “out of sync.” Simultaneously, the TikTok #dupe phenomenon has attracted over 6 billion views ( Vogue Business ). Brands that move fast and embrace consumer creativity—rather than only analyse it—are gaining market traction and heightened relevance.
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