Expo West is an invaluable resource for any CPG brand founder looking for ways to grow their business and reach more customers. With its diverse range of exhibitors and attendees from all areas of the natural products industry, Expo West provides an unparalleled opportunity for networking as well as learning about new trends in the market. But it can be a huge financial and time investment gone to waste if you don't come prepared to maximize your time there! Here are a few sure fire ways to getting the most out of Expo West.

Consumer content preferences are shifting. What once was incredibly effective is now declining, as higher quality video content is eclipsing the lo-fi content that currently clogs our feeds. Read more about Crafted's take on the trend, the decline of traditional UGC, the essential role of UGC in modern marketing, and how Crafted is committed to helping brands achieve their goals with automated campaign management, a dedicated outreach team, and comprehensive metrics reporting.

In a market where traditional content pipelines are too slow and expensive, emerging brands like David Protein, Bloom Nutrition, and unMEAT are outperforming by leveraging micro-creators, TikTok Shop, and authentic retail-driven influence. With retail growth driven by nimble, creator-first tactics, brands must rethink their content models to stay competitive and connect with today’s consumers where it matters most — in-store and on social.

In retail media, "endemic" refers to ads from brands that sell their products directly through a specific retailer, making the ads highly relevant to the shopping experience. On the other hand, "non-endemic" refers to ads from brands that do not sell products through that retailer. These ads use the retailer's platform to reach new audiences, offering a broader reach and targeting customer segments beyond the store's inventory.

Marketing commoditized products, such as dish detergent or toilet paper, requires a creative approach to influencer marketing. The challenge lies in making mundane products stand out, which demands engaging creators who can inject humor, storytelling, or unique perspectives into campaigns.

By 2025, the media landscape will undergo seismic changes, driven by platform disruptions, regulatory shifts, and evolving consumer preferences. These changes will challenge brands, creators, and consumers but also open new opportunities.

AI is reshaping consumer behavior and commerce through smarter search capabilities, seamless shopping experiences, and enhanced social media integration. Google Shopping leads the way, while retailers and social platforms invest in search technologies to simplify the path to purchase. However, this convenience raises concerns about overconsumption and sustainability.

Content marketing has faced challenges in recent years due to oversaturation, a focus on quantity over quality, reduced organic reach, misaligned metrics, savvier audiences, and the rise of alternative marketing tactics. Many brands failed by using generic, unstrategic approaches, leading to diminished trust and effectiveness.