Brainstorming Business Ideas Based On The Biggest Consumer Trends

0:00Jasmine:When you need to build up your team to handle the growing chaos at work, use Indeed Sponsored Jobs. It gives your job post the boost it needs to be seen and helps reach people with the right skills, certifications and more. Spend less time searching and more time actually interviewing candidates who check all your boxes. Listeners of this show will get a$75 sponsored job credit at Indeed.com slash podcast. That's Indeed.com slash podcast. Terms and conditions apply. Need a hiring hero? This is a job for Indeed Sponsored Jobs. Hey everyone, welcome back to your weekly business group chat by Female Founder World.

0:34Jasmine:I'm Jasmine. I'm the founder of Female Founder World and the host of the show. I'm Natalie. I'm a team member at Female Founder World and I'm also the founder of Beach Street Swim. And I'm Paige. I am a contributor here at Female Founder World and one of the co-founders of Benny. Paige, I've been watching you doing your like photo shoot or whatever you're doing for Benny in the Hamptons. Can you actually give us the download on what's happening i can and no it was so much fun it was my first time out east which was a beast to get to we ended up having to drive from toronto which was the most insane oh my god like literally 7 p.m picked up our car drove till 5 a.m probably the why also why there was uh there was no storms in toronto natalie i think in new york the storms had passed from toronto into new york normally that's an hour flight you guys know i've literally done it for the day so i was like this is no problem this flight but all flights were like canceled it was redirecting me like two days and i needed to get there for the shoot so we drove oh my god the things you do seriously and that's honestly i think we say a competitive advantage my co-founder and i that we will do anything but we ended up having to like deliver props to natalie's apartment in the city picked it up at like 4 a.m.

1:49So thank you, Natalie. No, it was amazing. It was for our new cherry vanilla flavor. And it was a really, really wonderful shoot. Like we had so much fun. We probably spend way too much money on our campaigns, but I think it's become like a real, you know, fun flagpole moment. And I can chat on and on about my, you know, bullishness on these like kind of like random investments like this but we shot like a beautiful beautiful campaign for the new flavor and just had the most fun and I'm sure you guys both feel this way in your own businesses but like you need those moments I think every once in a while to just be like a momentum like a morale booster that you're like this is the fun part like this is what I'm doing it for can't wait to see

2:36Jasmine:I saw someone post a few days ago that was like when you're in the early days and when you're a small business like you the energy of your business is the energy of the founder like you are if you think that your business is like lacking momentum or inspiration or like whatever it's like probably because you are like your business is your energy and so I feel like when you have those moments it's worth doing it just like reinvigorate you for your business generally 100 win-win you know we got to see gorgeous place get a gorgeous shoot in and like feel this like you know rocket fuel love it I felt this way a couple months ago after we launched it had been like two months and I'm like we need a campaign so let me do a little video and I just got it back the other day and I'm so excited it looks so good I can't wait to see just ready yeah I can't wait to see yours page oh my gosh we'll do a little show and tell yeah we should love this okay so for the show today we wanted to do something different because we've been talking in our own group chat about just a lot of these big shifts that are happening in the way that consumers are shopping and just in the world in general.

3:45Jasmine:And all of those are coming with very big opportunities for anyone who wants to build a business or who is currently building a business. And so we wanted to talk about some of those massive trends that we're seeing and the opportunities around them. And it's kind of like a little bit of a brainstorm and a really fun moment. I feel like if you really liked our best business advice that we've ever received episode, you're going to really love this but before we get into that I just had to flag did you guys see the update on Claude with co-work and what they're what we can do now just from you Jasmine this sounds like an ad but it's not it's wild okay you can use Claude on your desktop now go into co-work click record a skill and you can like screen record yourself and talk as you're going and train Claude to do the tasks that you're doing on your computer so if you're someone like me who when I'm telling someone on the team like oh this is how you do the newsletter or this is how you do xyz like I record myself doing it and then I talk through it and then sometimes I'll also put like a written sap together but like my brain works better just like showing you especially when you're doing these like creative tasks that aren't super linear but and now that's exactly how you train ai and I just thought this was a massive shift for anyone who doesn't feel like they're super techie and wants to be using AI, like you can just record yourself doing stuff all day and teach Claude how to do it in co-work.

5:03Jasmine:How crazy is that? Paige, have you used that? No. Have you, have you, have either of you used it? No, I haven't. I haven't. But I, I feel like Jasmine, when you send me videos of how to do things, I love it. So this is like good for us. Totally. It's so good. And it's like, you know, it's still within the limitations of AI. Like I I still think it's basically like using a good, having like a good junior person or a good intern for everything except for research. Like research is better than anyone that I've ever worked with before, I have to say. But aside from that, it's like, you know, a junior hire and who doesn't need more like hands on deck?

5:43Jasmine:Like it really is, yeah, worth testing it out. You just need to update the app on your desktop. Otherwise you can't use it. What have you used it for? So I've used it for turning, um, long form transcripts into newsletter content. So you can do it where you take like episodes of the show, for example. So we use Descript, um, and you can have Descript connected with Claude and it'll like read the, um, transcript. I'll show it how we would write, how we would form that format that into a carousel. I haven't deployed the skill for the carousel before because integration isn't great but um it will like write all the text for it for example also researching for a show and turning research into like a short form video script it's also really good at that wow so things this is what i'm doing yeah later today report back next week yeah and it's like i don't know it feels like ai and the way that we use ai as business owners is becoming so similar to just the way that you interact with your team or the way that um AI is feeling more and more human is really interesting.

6:47Jasmine:And it's reducing that barrier of entry for people who are like, oh, I'm not like, I'm not going to go in here and try and like code something or you, you know, like that's not who I am. I'm not like building myself agents or whatever, but you know, you can do this and it's like fairly straightforward. Anyway, let's get into the show because I have a bunch of trends that we have all pulled out that we want to talk about today. Nat, can you pull out the first one? Because this is something that I've been seeing a lot. And I mentioned it to some people at dinner on the weekend and they were like, oh, I haven't seen this.

7:17Jasmine:I don't really know this. And I think, again, we're in the bubble. So we have like, I think really early on a lot of this stuff, which is the perfect time to start thinking about turning these trends into business ideas. I'm actually curious if our listeners have picked up on this at all, because obviously we have since we live in this world, but we've seen such a massive change in consumer trends specifically in avoiding specific like microplastics or pulling away from anything that might feel synthetic that could mean like literally in your clothes or online and I feel like this works hand in hand in tandem with AI as we talked about a couple weeks back now there are more regulations on AI and what can be done in terms of like advertisements which I think is really powerful but i think that a lot of people are starting to move away from anything that seems like manufactured whether that be in like clothes marketing their phones um and we've seen this in like a lot of different categories uh the first one that i feel like i've been seeing a lot i guess that's just because i have like an interest in fashion is that moving towards natural fibers i feel like people are using this as a marketing tool if their company or their values of their brand focus a lot on this.

8:34They're using that to gain customers. But I feel like that word microplastic is such a buzzword right now. And people are like, what is that? I'm scared of it. I need to avoid it. But how? Textile microplastics are having a cultural moment in 2026. Microplastics made up 13 % of global plastic pollution in 2025. That's a massive percentage. and that's obviously going to grow just as consumerism continues and I feel like a lot of brands I've seen on the horizon have started to kind of try and like undo this in in a way and I feel like customers are loving it but I'm curious if you guys have noticed this at all

9:12Jasmine:a hundred percent I definitely have yeah I've definitely seen like the messaging around it change especially for activewear and the understanding especially for me like when I'm shopping for kids and when I'm shopping for my own active wear, like underwear, like anything that is like really close to your skin thinking, Oh, like this is actually made out of plastic. And I'm someone who like, I filter my water. I use like an annoying, like metal straw. And then thinking, Oh, actually like your skin is your largest organ. And I am having it covered in plastic all day, every day, because of the nature of what's in my like shitty clothes that I'm buying online and I don't know what's in them yeah I have two friends that are in the space one that's been doing non-toxic like intimates for probably a decade and she was so early on it and now seeing her business it's like night and day obviously a decade of growth but I think this year has probably been her biggest growth year and then I have a friend that's pre-launch in a non-toxic activewear brand and she's already received acquisition inquiries so wow that's amazing it's there's been so much like news like I I would imagine if I was a traditional act of our brand I would be seeing these incumbents like how can we innovate with this I've also been seeing I think it's called yuca you guys I'm terrible there's the app where you scan your bar yes that's right page yeah barcode for food and if it has good things right and now there's one for like your clothing there's one for skincare too and yeah people are always using that and like walking through Sephora and using it.

10:50So I feel like brands are being held a lot more accountable than they were in the past. And I think for businesses that are doing well in this space, it's like right place, right time. Like some brands were really ahead of their time with this and some brands are kind of on the horizon with it. And I do agree, Paige, if I were a business that was like really established in the activewear space, I would be really looking to like turn, turn this into something.

11:15Jasmine:I also think we're at this like consumer, we're at this like consumer inflection point where we're seeing like the understanding has just started taking off and I think that we are at the we're at like the clean beauty of clothes like that we're at like 2015 do you know what I mean we're at like the 2015 of clean beauty and now that's like coming to clothes and the opportunity is just huge now you mentioned some like amazing marketing line that you saw another a brand used in this space what was it it was so yeah I am so into like seed oil free and eating healthy and skincare and things and I never thought twice about my clothes I'll just be honest like synthetic fibers for me I never really thought about in the past couple years as I was like going to sauna going to hot yoga and so I saw this reel um from Micah the label which is um an activewear brand but I don't think that they are quite live yet and the founder is part of our community she came to summit and that's how i even knew about the brand and shortly after we met her business had like you know great traction really organic and she posted a reel the reel itself was like sorry to be to give you the bad news but going into a sauna in your polyester activewear is basically like a chemical sauna and for some reason seeing her reel just clicked for me and I was like wow that's such a good point and obviously it resonated with a lot of other people because I think that specific reel has over half a million views maybe maybe more by now and she kept repeating this like educational model over and over and she amassed like millions of views and so many people jumped on the bandwagon of her business even though she doesn't have a product directly out for purchase right now I feel like so many people are now clicking with that messaging because you can talk about what the you know fabric is made of what where it comes from all the things but saying that you're going in a chemical sauna just like clicks I don't know 100 % like that line like just made it click for me as well uh and also like I don't know anything about the science around this we don't know we don't know I don't need to know but I don't need to know 100 % but like it's more it's more what I'm talking about here and like why I think this is super interesting is because of the consumer shift and like that brings an opportunity.

13:38Jasmine:And I do think we're going to see brands like Lululemon, like the big activewear brands here, like they are going to have a really hard time undoing and like Aloe Yoga, for example, undoing their connection with this material. And I think we're going to see some of those brands wanting to acquire the, these new smaller brands that can build the community and the trust in this space, because I think they are not going to be able to like undo their brand connection with that. I also saw, I don't know if it was the same person, but like, I saw this, a brand post about this and it was like active wear, like, I think, I don't know if it was like, they mentioned a brand.

14:17Jasmine:I don't want to get sued. So I won't say the brand name, but like brand XYZ active wear brand is like, is wellness wrapped in microplastics or something like that. And again, that was like a reframe in my mind where I thought, oh, we've got this messaging shift now where people are going to really understand it. But I do think it's worth saying like the people that I've spoken to that are building in this space. And if you're listening to this thinking, I'm going to go start an active wear brand or a fashion brand, or like, we've actually seen this in kids for a long time, lots of natural fibers in kids' clothes, because I think parents like have really known this for a while and when you're holding a little newborn baby you actually can like you when you feel like soft cotton you actually I don't know there's like something like intuitive there where you're like I don't want to put this baby like wrapped in plastic I would say that I do think that the the science around what you can do with natural fibers and like performance active wear like I don't think we're there yet so I think yeah the people who are going to actually figure this out are going to be somewhere in the middle where they're going to have to have some synthetic fibers but there's going to be there's going to be like a middle ground because I do think people aren't necessarily going to be willing to like work out in like cotton drawstring pads yeah it's almost like my perspective yeah it's like food to me like I think of like smart sweets yeah like it's like on their packaging it's like 95 percent less sugar whatever it is and there's not no sugar it still tastes pretty close yeah yeah interesting do you guys know anyone like really owning this space like forgive me if they're huge or if they're in the community um in like home like I feel like a bedding and like towels like to me like that's what I've been even mattresses like I'm like my mattress is probably like literally straight like plastic I've definitely seen it but I can't think of any off the top of my head yeah that's actually so interesting the mattresses thing I have no idea bedding I feel like they're usually it's usually natural fibers like cotton and linen but the actual mattress itself at all like pillows like I do think there's like a messaging reframe that maybe a lot of brands are literally already doing that, but now they could just use this messaging and it'll like connect to a different customer.

16:28Jasmine:So it's an interesting, interesting space. And I do think that there's an opportunity there around both messaging, if you're already doing this in some way or be a business opportunity, because this is one of those things where I love to talk about like a one chart, like one graph business. And it's like, if you, even if you're not the best entrepreneur in the world, you don't If you can be at the right inflection point of a consumer trend, like your business will work most of the time. And I think that we're at this inflection point in this space right now. And if you've got a fashion brand that isn't working, maybe you need to pivot into this space.

16:59Yeah. I've got two of you guys really quick that I just was thinking of while we were chatting that were not in the chat. But I would kick myself not to talk about it that I noticed in Food & Bev. If I was starting a food and beverage brand today, the two biggest trends that everyone's talking about, it's in this kind of world, regenerative farming. oh yeah dying over regenerative farming what is regenerative farming that's a good question i think so i come from a family of farmers i'm home now yeah i'm like i try to figure it out even journalists when i reach out they're like can we grab a farmer from the kitchen

17:33Jasmine:do you have a farmer in your house right now one of my uncles no no one's here um i think it means what when i reach out to journalists even like forbes will be like is there a regenerative farming angle and I'm like this is big um I believe it means sorry you guys someone's gonna be like screaming at their phone right now agriculture not our strong suit yeah this is such an interesting um space so I've also seen a little bit trending about this but I haven't really dug into it but if you're new to this conversation regenerative farming is basically a um like an agricultural system where instead of just depleting the soil uh the way that you farm is designed to restore the soil health and biodiversity and local ecosystem.

18:15Jasmine:And it's basically making farming practices more sustainable rather than extracting everything from soil nutrients. I think that there is a real issue around like farming and environmental degradation. And I think that we're probably also at an inflection point of the consumer caring about this, whereas maybe it hasn't been a big thing. It's been a bit more like insider wellness. And I feel like that's going to shift, particularly if you're getting like journalists wanting an angle on this. Totally. A hundred percent. That's insane. Wow. They're on it. The other one that I would kick myself for not bringing up, and I'm probably going to kick myself for bringing up because we're on the wrong side of the history in this one with Benny, but is natural flavors.

18:57I don't know if you guys have seen all of the chat on natural flavors. It feels like it's the new, like no seed oil. like people are very unhappy with natural flavors because it's like where does it come from so if I could go back in time I'm sure it's going to get easier and easier like I don't know how we could formulate Benny without natural flavors we're like thinking about it but I think if you were to launch something and you were like you know you're reaching out to whole foods regenerative farming no natural flavors like these are so trending right now that if you're starting from zero and you don't have to undo the work think about these is that a messaging thing though with

19:35Jasmine:natural flavors where if you can explain what the flavors actually are because i think that it's like one of those things where it's like fragrance was really bad because everyone learned that fragrance could mean like a thousand chemicals that didn't have to be disclosed on your beauty packaging but you're right is it the same thing i think so like i know that like this is terrible you guys cut this if we don't like it some natural flavors come from a beaver's anus i know yeah i've heard stuff like that people are like yeah people like it's like a tiktok kind of fear-mongering yeah so it's natural but just maybe not what you want to be eating no and to be clear we're not saying that's what benny's using benny you know it's super good high quality stuff means fruits it can be just like oils right oils and fragrance from like fruits but can you just say like fruit derived sweetener or something like that i feel like that i don't know like maybe the next change changed no we'll workshop this yeah thanks you need to find that out and let us know this is a messaging problem probably not an ingredient problem for most people 100 when i was growing up we were very my mom was always like no natural flavors and no sugar free and no like really she's very yeah yeah yeah she was like 15 years ago she was very ahead of all this and i always was like I wish you would have started a business um but yeah she's like you yeah that's true that's true she's so knowledgeable about that stuff and like yeah she I always say I'm like our house was literally Whole Foods before like Whole Foods even was cool oh she should have like been a content creator actually like oh my god no she's too shy we could give her a faceless account yeah right I see her liking our stuff sometimes and I'm like oh yeah I mean she's she's very active just not forward-facing but it's actually really I'm curious because that's the only reason why I'm really knowledgeable about that sort of thing but I I don't know if the average consumer has caught up quite yet with that specific so whatever your mom was doing 15 years ago is probably what the average consumer is about to start doing so maybe have a conversation with her about the other things that are important when you're growing up and we should like start a wellness business around on that.

21:45Jasmine:Yeah. Perfect. I will circle back tomorrow. So the next, the next topic I wanted to bring to the chat is this idea of experts as the new influencers. And this is something that I am so fascinated by as someone who like literally just creates content on the internet all day, every day, like check in for work at the content factory. But I saw this really popping off with Can Lions earlier this year, where we really saw these B2B expert influencers having a massive moment. And these are the people who are doing like talking head videos that educators online, and they are not your typical kind of like aesthetic creator.

22:24Jasmine:And I think when we thought about influences and like, this is probably like quite millennial of me, but when I think of someone who is a creator or an influencer, I'm probably thinking of someone who is like pretty aesthetic. They have really good taste. I'm following them because they're cool or something. and I think that this is like shifting in a major way where people are pretty tired of that type of content they don't want to be sold to in that way they want to be like educated and entertained and we're seeing a shift in the type of creator that's really blowing up I saw this post by Tyler Denk he's the guy who started Beehive an email platform for like newsletter businesses kind of like a sub stack competitor.

23:04Jasmine:And he said, I couldn't be more bullish on the creator economy right now. He talked about this newsletter writer, Oliver Darcy. He had a hundred thousand subscribers that got a million dollars in ARR shortly after he left his job at CNN. He's a journalist. Kat GPT, I think this is so interesting. She was a chief of staff like one or two years ago. Now she has nearly a million followers. She's a full-time creator. She's got like cat labs where they now have a physical space where they're creating a tv show around this idea of building businesses with ai um there's a newsletter for magicians with 10 000 readers that's doing 70 000 a year through subscription i love it's just yeah it's just like a shift i'm noticing and it's very interesting and something that i'm thinking about where if you're someone who thought maybe content creation wasn't for you it's for a different kind of person rethink that now because if you have any kind of knowledge and expertise and I really think that it is now the time of if you're in your like 30s or 40s or 50s or 60s I actually think that there's like a lot more space for you on the internet now than there ever has been to share your expertise and it being a creator isn't what it used to be so maybe it's for you and to rethink that career now no I think it's like it speaks to I'm obsessed with that especially the magician one that's too cute like I love it um I think it speaks to like the move away from AI everything towards just like human experience like yes you could ask you know Claude for tips on being a magician I'm sure it's great but like this human being has his own lived experience and I think even to like we're out here like pimping out our parents Natalie with with business ideas but my mom is I'm a triplet and I'm like oh my mom needs to write a like a blog or like a newsletter about like raising triplets because I'm sure that's like so intimidating you know um just these like so niche experiences where I'm like what do I what do I have to offer I think it's yeah I love it I also think it's like the anti-brain rot thing where I'm just so sick of just seeing like outrage and dumb opinions and like politics and like just give me something interesting that can make me feel a little bit smarter and doesn't make me feel like every time I pick up my phone, I'm getting more and more dumb.

25:24Jasmine:And I wonder if algorithms will start prioritizing this because they know that consumers are having this experience on their apps. And I do wonder if this type of content might start to be prioritized in algorithms. And I also think that's, you know, we're going to talk about the building public challenge a little bit later on, but I do think that's something to think about when you're thinking about how you're showing up your business. Like what is the expertise that you can bring to your community and to your audience that is related to your product and like genuinely can make them feel a little bit smarter?

25:53I already think that the algorithm is prioritizing this. I've seen so much of this. And a good example is your Rich BFF. Yes. And also the brand Blueprint, Brooke, they just have really quick, like, saveable, shareable content. And I think because people, so many people are saving it and going back to it, it is picking up on that. But yeah, I do love this. And I do love to tie this into the idea of that if you are an expert in something and you're a founder and you're just not really feeling like showing your day in the life, that's like no one, people may not even want to see, you know, your aesthetic content.

26:34You can be an expert in that and shine that way. So I love weaving that into like personal content. You never know. Like you really never know. Totally.

26:44Jasmine:This actually brings me a little bit to the next topic that I wanted to talk about, which was this resurgence of analog and just phone fatigue. So eBay searches for the iPod Classic and Nano jumped 25 % and 20 % respectively last year versus the year before, which I just think is such an interesting data point. and Gen Z are making up nearly a third of people driving that revival. So it's not just like nostalgic millennials, it's people who actually never had these devices. And I think it is really interesting. I think when we look at our phones and you look at all the things you're doing on your phone, if you can unbundle those apps and turn each of them into a physical product, it's literally like people want to go back in time.

27:26Jasmine:I don't want to pick up my phone for everything. If you can have something that is like, I can leave the house and listen to music, but not have my phone. Or if I can leave the house and use maps and not use my phone. Like I do think that there are a lot of business ideas. If you can bring up your phone and think about the top apps that you're using and how can we like extract it from our phones onto different advice devices. It sounds like a strange take, but I genuinely think that we're moving back this way. Yeah. It makes me think of like Hatch, like a Hatch alarm clocks. Like they're like perfected the alarm clock and like I think a lot of people like myself are like I need my phone beside me because it's my alarm clock but that kind of you know move change that oh my god I love that prompt Jasmine what am I yeah my phone for and a phone is such work to me I don't know if you guys feel that way cameras yeah love I've been seeing a lot of people shift to like even a little cheap digital camera just cause like why not yes I I want something that is like I want it to be the same quality of like photo as my phone I want to be really easy to get it onto my phone so that I can share it but I don't want to be picking up my phone because I also don't want to have this like I don't know like I'm out on the beach with my kids do I want to be doing this to them all the time I actually really don't and I'm not going to be wearing the meta glasses like that's it like i'm not doing that but i do want something so anyway i think there's a really interesting opportunity there i also saw gen z is driving an estimated five billion dollar market shift towards analog experiences and the social media blocker app market alone is projected to to one from 1.47 billion dollars last year to five billion by 2035 so we're talking those blocker apps that are stopping you from like using your social media i mean we all like i think we all know what brick is now we yeah I brick my phone all the time and I saw that there is this um this other website called dumb.co have you guys I posted about this on my Instagram a little while ago I don't know if I've talked about it on the show before but it's literally you sign up for a dumb phone and I think it's like 20 a month and it's like an old analog flip phone and you have like thinking of like text messages maps and that's kind of it and then also cat gpt she started a business called physical phones which is like a phone on your wall that is connected to your actual like smartphone through bluetooth so you can still get calls but for anyone who grew up in a home with like the landline that people would call the idea is like when you get into your home people can still reach you for emergencies like you can still call your mom if you need to or whatever but it's not like you're not walking around with like your phone in your pocket to be contactable at all times I love that just as like a society let's just take away the pressure to respond in like two seconds but I love all of this my family still has a landline but then my mom has an apple watch and I'm like I love that you don't need the apple watch Molly you don't need that but I love that you have a landline I want to bring it I genuinely want to bring it back Like I really want to bring that back into my house.

30:37Jasmine:And this is honestly a topic that is consuming to you. I love – I remember all of my friends from school. I remember their like phone numbers. I don't know anyone's mobile number now. But I remember all of my friends' home phone numbers from high school. And like I just – it's a character-building experience calling a home phone and having to talk to the parents before you get through to like the person that you actually want to speak to. I agree. I want that for my kids. I agree. Phone-free experiences. Phone-free experiences. Phone-free experiences. and like events I don't know how that's gonna live in summit but I'm sure you're thinking about that I am thinking about that yeah I am thinking about that how do we you also want your event to have as far like be instagrammable and have people like people also want to create content but yeah I think there needs to be spaces where it's like you're putting your phone down here and we're like in the room really intentionally and also you're not being recorded here and I think like That's a really important experience to have when you're expecting any kind of like vulnerability in an event.

31:38Jasmine:So I'm definitely thinking about how we integrate phone free experiences as part of Summit. Agreed. Yeah. I'm actually, I just had a meeting recently about my wedding that's coming up and I was like, how can I assure that no one uses their phone during our ceremony? And everyone was kind of brainstorming and they're like, that's a really hard thing to do. Like, unless you take them away, I don't know if people are going to listen. And I was like, that's crazy. People will listen. People will. We said that at the top of our ceremony. Our like celebrant said like no phones really explicitly and no one did it.

32:13Jasmine:Like I do think you'd have to be an asshole to whip out a phone. Oh, no. There will be an announcement of sorts. Yeah. Should we do one more topic? Sure. Have you guys seen this? I don't know what's happening, but illustrations and artist collaborations in marketing having a massive moment this year. I think that it's probably, again, I think we've said this a few times on the show, it's some kind of pushback to AI, but I saw Emily, is her name Emily Sundberg, the creator? Yeah. So she posted about this on her LinkedIn and I was like, oh, you are so spot on. This is something that I've been feeling for Summit, trying to get illustrations into our launch materials.

32:54Jasmine:And she kind of pinpointed as to why. So we saw, these are some of the brands that we've seen do artists collaborations and work with illustrators in their digital content. Merit, Montauk General Store, Big Night, Rachel Carton, J.Crew, Law, we spoke about the fragrance brand Law has been collaborating with a lot of artists. And there seems to be a real like shift away from the like Canva generated type looking content in your feed towards stuff that feels really hand done. And I think that as you're thinking about creative for your own brand, I would be looking at, okay, how are we going to integrate actual creatives, actual artists, actual illustrators into the more polished content?

33:41Hermes did this too. Yeah. I've seen a lot of luxury brands do it. This actually, I feel, relates to what Paige was saying at the top of the episode in that there's some things that just spark creativity and a resurgence of energy for a business. And this is a really good example of that. I think I love art and I love doodles. I'm aware of my bandwidth when it comes to actual drawing, but this was one of the first things I did for my business. And I felt like it just gave it so much life and we used it for stickers and branding. And we're actually working with an artist again for potentially doing some prints on our swimsuits and I just feel like it further builds the world but it also just I I don't know it's like imperfect it's fun it's playful and yeah I think it just gives a brand so much life and I also love incorporating artists that like don't usually do this kind of work um for example one artist that we're working with I met at like a street fair in Portugal.

34:43And I was like, do you work with brands? And he's like, no one's ever asked me before. And I just love that. I love that.

34:50Jasmine:So there are so many artists on like on TikTok and Instagram that you can find as well. You don't need to just, I would love to know who you're using obviously, but like you don't need to just see who other brands have used. You can just find someone whose vibe you like and say, do you want to do something for our brand? And a lot of the time, like there are so many artists who aren't, you know, don't have a massive name yet, but do really good work and will, you know, like we'll work with brands for not like these crazy, crazy fees. And so I do think it's something that is more accessible than you might think as well.

35:22Yeah. We've been surprised. Like we get illustrators and artists to do our illustrations for our limited edition cans. And we've used my sister many times who's an artist, but we recently used an influencer who also does art and she charged me less than my sister. And if I was to get this influencer, I know I just told my sister that today. Is this your triplet? Uh-huh. Yeah. We literally shared a womb. We literally shared a womb.

35:49Jasmine:Funny, funny, funny. I know. Respect the hustle. Sisters are hilarious. My sister would charge me too. Don't worry. Yeah, I know. I was like, okay, sure. But it was probably, well, I know it was way more affordable to work with this creator in this capacity and she'd never done it. She was so excited, but I know that she like does art. um and I know once this flavor launches she's going to be posting the heck out of it hopefully because yes and not like that's the only goal but I think it's just like such a cool I love what you said Natalie bringing life like I think it's so full of life and I think to the feed point Jasmine that you were saying earlier it just like is a pattern breaking moment like we've all seen the like giant Benny can that walks into Target like I'm literally so over that like AI like yeah video thing like art could mean a million different things I don't want to brainstorm too much because I have my own brainstorms I need to keep in my brain you need to execute before you share with everyone I do a little bit need a need to gatekeep um but there yeah this could mean a million different things and I think honestly probably all of us here like there's something that feels a bit more personal and like heartfelt for each of us which is such a fun way to like engage with your brand?

36:58Jasmine:This is how I discovered the fragrance brand law or how it, maybe I'd seen it, but this is what really made it like cut through for me as I saw that two artists that I follow and love worked with them and they posted to their own feeds about the work they'd done for law. And then I kind of felt a little bit more like I understood the world and I thought it was cool and I thought it was creative and it made me be interested in the fragrance brand. And I do think that when you work with these creatives who aren't just professional influencers or professional internet creators, they are using Instagram and TikTok as a portfolio of their work.

37:32Jasmine:And so they do tend to share it. And I think it can be a real like way to get in front of their audiences in the same way that you would work with an influencer or a digital creator while still having that authenticity of working with like a true creative and feeling like you're creating something artistic as well. Yeah. I love it. I think something that like is the through line that we chatted about before jumping on the show that I love so much that that we shared or Jasmine you'd shared was this like proof of human like I think that is really what brands should be going for and I think to your point on the amazing new stuff that Claude is doing like that is great you do my spreadsheets that no one is seeing I would love like anything front-facing we've made that hard line for us like knock on wood we'll see but I don't want to be making like AI like Instagram posts that just like I could be shooting myself and I'm saving 20 bucks.