B2C

Wondering how B2C brands can stay resilient and competitive amid ongoing market uncertainty in 2026? Check out this new Forbes Agency Council article featuring insights from top marketing leaders — including Jessica Hawthorne-Castro. From investing in first-party data and aligning teams around clearer decision-making to optimizing for generative search and focusing resources where they drive the most impact, these expert perspectives reveal what it really takes for consumer brands to thrive in a rapidly shifting landscape.