On the macro level, the internet has provided an easily accessible point of entry for new brands. In turn, this has increased competition on an exponential level, forcing digitally-native brands to find new ways to express their value and personality, which they largely attempted to accomplish with online marketing.

But in the past few years, digital advertising has taken over brands’ marketing strategies—and taken out bigger and bigger chunks from their budgets. Though social media platforms and the internet more broadly are crucial spaces where brands can speak to consumers, the average Facebook ad cost rose more than 16 times between 2011 and 2018 alone, making a digital-only strategy unsustainable. Consequently, more digitally-native brands are moving offline. Case studies include Bevel, Casper, Fenty Beauty, Glossier, Goop, Kylie Cosmetics and Warby Parker.

Fast or Frivolous 2018 is both a follow-up to our flagship report—a continued exploration of what 19 of the brands featured last year and others have faced over the course of 2018—and now an ongoing annual survey of the consumer brand landscape. This section accompanies:

See the Insight Collection to glean more lessons from 2018's consumer developments and how 19 brands navigated these changes.

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