Leading with community — Forbes Creator Upfronts 2025
Last week, I joined Forbes and a room full of creative thinkers, founders, and storytellers for the Forbes Creator Upfronts 2025 — a gathering that spotlighted how the creator economy continues to evolve, mature, and redefine what brand partnership means.
What struck me most wasn’t the growth statistics or even the innovation on display — it was the shift in mindset.
The conversation is moving beyond influencer marketing toward something far more enduring: co-creation.
The Creator Economy Is Growing Up
For years, the creator landscape was driven by one-off collaborations and social reach. Brands paid for attention.
But today’s generation isn’t motivated by transactions — they’re moved by participation.
At Pacsun, we’ve seen this shift firsthand. Gen Z and Gen Alpha don’t want to be “talked at.” They want to be invited in — to design, ideate, and express. They expect transparency and creative influence, and they reward it with deep loyalty.
When we build programs that let them shape what a brand means, not just what it markets, the results are exponential — both culturally and commercially.
From Campaigns to Communities
The most powerful brands in this next era won’t be the ones with the biggest ad budgets — they’ll be the ones that build belonging.
Creators are no longer spokespeople; they’re co-architects of culture.
Whether it’s a capsule collection, a youth-led summit, or a digital drop, the new model of influence is about shared ownership of ideas and outcomes.
It’s not “our message amplified” — it’s “our story, built together.”
Co-Creation as Purpose
At the Forbes event, it was clear that co-creation isn’t just a creative strategy — it’s a leadership principle.
It challenges brands to move from control to collaboration, from audience to allyship.
That’s where purpose comes alive: when creativity, community, and commerce intersect.
When we empower young creators to shape our brands, we’re not just staying relevant — we’re building the next generation of trust.
The Takeaway
The creator economy is entering its most exciting chapter yet — one defined by shared creativity, shared values, and shared purpose.
Brands that embrace co-creation won’t just keep up with culture; they’ll help define it.
And that’s the real opportunity ahead — to stop thinking of creation as a campaign, and start treating it as a community movement.
Chief Executive Officer @ PACSUN