digital transformation

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.