Responsible business is returning to what it was always meant to be: intentional, strategically aligned and built for impact. In Zeno's latest State of Purpose POV, we explore how leading companies are doubling down on the issues that matter most to their business and where they can make the greatest impact – and how that approach builds trust, resilience and long-term business value. 

Today's consumers want food that is healthier, more functional, more transparent, and more affordable. Brands are racing to deliver.

Something shifted at SXSW this year. Not in the technologies on stage or the trends forecasted, but in how people see brands’ roles. For years, marketing centered on one goal: capturing attention. Reach the right audience, optimize impressions, and scale what works. But a new reality emerged. Attention is no longer the goal. Participation is.

Key Takeaways

• Micro-creators are outperforming larger creators in reach efficiency.
• TikTok prioritizes relevance over follower size, while YouTube Shorts leads in retention.
• Brands should build tiered creator ecosystems rather than relying on scale alone.

Creator marketing performance has fundamentally shifted. Our Zeno Digital Experience (ZDX) creator team looked at 2.6K sponsored posts across more than 550 of our 2025 creator partnerships to set new performance benchmarks.

When I began my internship at Zeno Group’s Chicago office in the summer 2025, I was excited — and intimidated. Butterflies in my stomach fluttered with first-day nerves. Riding up to the 30th floor seemed to take forever. Even logging into my laptop seemed different in an office.