Three years ago, Zeno came together to articulate more deeply who we are, why we exist and the impact we want to make as a company. This led to the agency’s new purpose: champion the courageous to achieve something better for humankind. Since then, this purpose has guided us in everything we do. 

Expo West 2025 served up another year of innovation, flavor, and eye-catching trends shaping the future of the food and beverage industry. Known as the largest trade show for natural, organic, and healthy products in North America, Natural Products Expo West showcased gut-friendly goodies to protein-packed everything – with thousands of products and companies in the mix. Here are the top five takeaways fresh from the show floor. 

Not everything creators do can be neatly quantified. It’s hard to point to a single piece of data that shows how a specific video from a creator influences long-term consumer interest. In the effort to measure the value of creators, marketers have leaned on simple social stats like impressions and engagements. However, as the industry has evolved, the benchmarks for success have largely remained unchanged. But are we sure we’re measuring the right things?

As the world ushers in 2025, a new U.S. presidential administration takes its first steps, and the conversations at Davos set the tone for the year ahead, one thing is clear: we’re navigating an era defined by rapid change, relentless noise, and an ever-evolving information ecosystem. For communicators, the challenge is as thrilling as it is complex: how do we help companies and their leadership not just weather the storm but thrive in this new landscape?