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Why 2026 Belongs to the Adaptable

If the last few years have taught business owners anything, it’s this: resilience is no longer optional, it’s a survival skill. Somewhere between supply chain chaos, tariff whiplash, labor shortages, and everyone suddenly becoming economists overnight, business owners have developed an entirely new level of endurance… and possibly a slightly unhealthy relationship with coffee. I certainly count myself in that group.

Like many people, I’ve navigated difficult seasons both personally and professionally including financial pressure, career setbacks, family challenges, uncertainty, loss, and major life pivots. None of those experiences were easy at the time, but each one sharpened my instincts that have become invaluable in business. They taught me how to adapt quickly, problem-solve under pressure, stay calm during in times of big unknowns, and keep moving forward even when the roadmap suddenly changes. Honestly, that mindset may be one of my greatest business assets.

What feels different now is that the conversation is slowly shifting from crisis management into something more strategic: opportunity management. That shift matters. There were moments throughout my career where the ‘right next step’ looked obvious on paper and nearly impossible in reality. Experience taught me that leadership is not just about making calm, practical decisions. It’s also about helping teams build endurance, perspective, and creativity so the business can continue to progress, even when conditions are far from ideal.

That’s where I believe this year is separating companies into two groups: those waiting for perfect clarity and the ones willing to move, test, adjust and then adapt— even imperfectly. The latter, I believe, will begin building momentum, turning small advantages into meaningful progress.

Practically speaking, that may look like:

·        Scenario-planning around tariffs and economic shifts instead of hoping conditions stabilize

·        Using AI to create operational efficiencies and reduce costs, not simply to appear ‘modern’

·        Tightening cash flow visibility while lending and credit remain cautious

·        Treating marketing and digital presence as essential business infrastructure, because most clients meet your business online long before they ever make a phone call.

The challenges ahead are still very real. But optimism in 2026 doesn’t mean pretending those challenges don’t exist. It means having the confidence, adaptability, and right people around you to move forward anyway. Preferably with a strong team, a clear message, and perhaps…just one more cup of coffee.

Michelle Steele

At Zenergy, we help brands align strategy, messaging, and market presence to strengthen credibility and support long-term growth.

Zenergy Communications
info@zenergycom.com

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Why Investor Relations and Public Relations are no Longer Separate Disciplines

For many years, investor relations (IR) and public relations (PR) operated as distinct functions within organizations.

IR focused on shareholders, analysts, and the financial community while PR was responsible for media, customers, employees, and the broader public. Each discipline had its own objectives, messaging, and metrics.

That separation is increasingly difficult to maintain, and organizations can no longer afford to communicate in silos.

Today, earnings releases are covered by the media within minutes, investors follow company headlines in real time, employees monitor executive commentary online, and stakeholders across audiences are often reacting to the same information at the same time. What a company says to shareholders can quickly influence how it is perceived by customers, employees, regulators, and the public. As a result, IR and PR are no longer separate communication tracks. They are increasingly interconnected parts of a company’s overall reputation and value story.

A More Transparent Communication Environment

Historically, IR materials were directed toward a specialized audience familiar with financial, operational and market terminology while PR, by contrast, focused more broadly on reputation, storytelling, and stakeholder engagement. But digital communication has changed that dynamic. Information now moves quickly across platforms, audiences and contexts. A quarterly earnings message may be picked up by the media, shared internally, discussed on social platforms and referenced by customers or partners. The audiences may differ, but they are all drawing conclusions from the same pool of information.

When messaging differs too significantly across stakeholder groups, inconsistencies become visible quickly.

Why Consistency Matters

The way an organization communicates with shareholders should align with how it communicates externally. Of course, different audiences require different levels of detail and context. Investors may need more financial and operational specificity, while media, employees and customers may focus on broader implications. The core story should however remain consistent.

Questions such as the following should be answered similarly across all communications:

•  What is the company’s strategic direction?

•  What differentiates the organization?

•  What risks and opportunities are shaping the business?

•  How is management creating long-term value?

If a company tells one story to investors and another to the public, stakeholders notice. When messaging appears inconsistent, credibility suffers.

Reputation and Valuation are Increasingly Linked

A company’s valuation is influenced not only by financial performance, but also by perceptions of leadership, governance, ESG performance, innovation and strategic clarity. PR helps shape these perceptions. IR reinforces them with data, context, and performance indicators.

When both disciplines are aligned, organizations can:

•  Strengthen trust among investors and analysts

•  Improve understanding of corporate strategy

•  Reduce uncertainty during periods of change

•  Respond more effectively to issues and crises

•  Build a stronger and more resilient reputation

Together, IR and PR create a unified narrative that supports both market confidence and stakeholder trust.

What Integration Looks Like

Integrating IR and PR does not mean merging the two functions entirely. Each has a distinct role, audience and regulatory context but they should operate from a shared understanding of the company’s strategy, priorities and positioning.

Leading organizations increasingly coordinate around:

•  Shared corporate messaging

•  Cross-functional planning

•  Unified executive talking points

•  Integrated communications calendars

•  Collaborative issue and crisis response

This approach helps ensure that all stakeholders receive messages that are consistent, credible, and strategically aligned.

Looking Ahead

Organizations that more seamlessly integrate IR and PR into their communications strategy will be better positioned to build trust, strengthen market confidence and protect their reputation. Those that continue operating in silos risk creating confusion at precisely the moments when credibility matters most.

How a company communicates with shareholders influences how it is perceived by the public. And how it is perceived by the public can shape investor confidence. The most effective organizations recognize this connection and ensure that their messaging is aligned across all audiences.

At Zenergy, we help organizations integrate IR and corporate communications so that strategy, performance, and positioning are expressed with clarity, consistency, and credibility.

 

Zenergy Communications
info@zenergycom.com

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Toronto’s Most Unforgettable Open-Air Film Festival Returns to the Distillery Historic District

Patrick Dempsey and Ornella Muti headline ICFF’s 15th Anniversary edition, as the Lavazza IncluCity Festival brings a month of open-air cinema, exhibitions and special events back to Toronto.

TORONTO, June 2, 2026 — The Lavazza IncluCity Festival, presented by Rogers, returns to the Distillery Historic District from June 25 to July 19, 2026, for a milestone 15th Anniversary edition headlined by two internationally celebrated screen icons: Patrick Dempsey and Ornella Muti.

Patrick Dempsey will be Guest of Honour at the prestigious ICFF Closing Gala on July 17. An award-winning actor and Golden Globe and Emmy nominee, Dempsey is one of the most recognized and admired talents in international entertainment. He currently stars in the new hit series Memory of a Killer, following a career that has captivated audiences worldwide through his iconic role in Grey’s Anatomy and celebrated performances in Can’t Buy Me Love, Enchanted, Ferrari and Dexter: Original Sin. His presence at ICFF marks one of the major highlights of this anniversary edition.

Italian cinema legend Ornella Muti will join closing festivities at the Distillery on July 19, appearing in a dedicated conversation and attending the Canadian premiere of Brunello: The Gracious Visionary, directed by Academy Award winner Giuseppe Tornatore.

The cobblestone streets of Toronto’s Distillery District will be transformed into an outdoor cultural village, where international cinema, live entertainment, visual arts and culinary experiences come together on ICFF’s signature open-air couches.

Launching as part of the festival is AiRTIFICIAL VISIONS, presented by Rogers, an immersive exhibition at Illuminarium exploring the intersection of human creativity and artificial intelligence, in partnership with TMU. Fashion Frames, presented by the Istituto Italiano di Cultura, will complement the visual arts program with iconic costumes from Italy’s most prestigious designers and the golden age of Italian cinema.

Film premieres from more than 20 countries will be presented across the festival stages, including a Focus on China and an appearance by Opening Night guest Yaxi Liu, lead actress of Gabriele Mainetti’s The Forbidden City.

Italian cinema also takes centre stage through Italian Screens, promoted by Italy’s Ministry of Foreign Affairs and International Cooperation and DGCA-MiC, coordinated by Cinecittà and conceived by Roberto Stabile, Head of Cinecittà’s International Department.

ICFF will celebrate the summer of soccer with watch parties at Spirit Theatre and a dedicated Soccer Film Series.

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KORT Payments and Paythings Modernize Cash with Smart Safes, Next-Day Deposit and Lower Costs

AI-powered platform replaces manual cash handling and outdated logistics with real-time visibility and faster access to funds for retailers

Toronto, ON – May 11, 2026 KORT Payments (KORT), a leading omnichannel payments provider, and Paythings, an AI-powered cash operations platform, today announced a strategic partnership to bring Paythings’ smart safe technology and cloud platform to retailers across Canada, introducing a more efficient way to handle and reconcile cash.

Cash remains widely used in retail, but handling it still slows operations. Deposits are prepared manually, and access to funds can lag.

Paythings captures cash at deposit and makes it visible immediately. The Smart Safe secures funds in-store, while the cloud platform records deposits in real time. Funds are available as soon as the next business day.

“Retailers have been forced to work around outdated cash handling processes for too long,” said Clifford Richstone, Chief Revenue Officer of Paythings. “We’ve built a system that changes how teams operate. Cash handling becomes faster and more reliable, without relying on manual steps.”

Through its collaboration with KORT, Paythings is extending this capability to retailers across Canada that are looking for a more efficient way to handle cash across one or multiple locations.

“There’s been very little innovation in how businesses handle physical cash,” said James Good, Chief Revenue Officer at KORT. “What Paythings has built gives operators immediate visibility into their cash and a simpler way to manage it across locations. That has a direct impact on how efficiently stores run day to day.”

In practice, store teams spend less time preparing deposits and managers have a clear view of cash positions without waiting days for updates.

Retailers using Paythings typically see:

  • 85–90% reduction in cash float with next-day deposit
  • 25–60% reduction in shrinkage after replacing manual counting
  • $500+ per month per location in savings from reduced deposit preparation and bank runs

The platform maintains a complete audit trail for every deposit and surfaces unusual activity across locations.

Paythings has processed billions in cash across multi-location retailers and is now bringing that experience to the Canadian market.

About KORT Payments

KORT Payments (KORT) is a specialized omnichannel payments provider. Its core purpose is to enable businesses to connect and transact seamlessly through industry-leading capabilities in compliance, risk management, and payment processing.

KORT is powered by its innovative full-stack, enterprise-grade platform and led by a seasoned management team. For more than 25 years, this team has been leading the charge in global e-commerce and payment processing.

KORT is a customer-focused business dedicated to enhancing partner and customer satisfaction and building strong relationships.

For more information about KORT Payments, please visit www.kortpayments.com.

About Paythings

Paythings is a technology-first cash management platform that redefines how businesses handle physical currency. By combining secure smart safe hardware with AI-powered software, Paythings provides enterprise-level visibility, automated reconciliation, and predictive forecasting.

The platform’s cloud-connected ecosystem eliminates manual handling risks and optimizes working capital, turning traditional cash operations into a streamlined, data-driven asset. Paythings is dedicated to building the next generation of cash automation infrastructure, allowing partners and clients to manage physical and digital financial positions with total confidence.

For more information about Paythings, please visit www.paythings.com.

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Media Contact:

Zenergy Communications

media@zenergycom.com

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AiRTIFICIAL VISIONS Opens in Toronto, An Immersive Exhibition on Art, AI, and Human Identity

Hosted as part of the Lavazza IncluCity Festival, presented by Rogers, the immersive exhibition runs June 25 to July 25, 2026, bringing together leading international AI artists in Toronto’s Distillery Historic District.

Toronto, ON — May 6 — The Festival is proud to announce AiRTIFICIAL VISIONS, a breakthrough immersive exhibition exploring the relationship between human creativity, artificial intelligence, and the future of visual storytelling. Hosted as part of the Lavazza IncluCity Festival, presented by Rogers, the exhibition will run from June 25 to July 25, 2026, at Illuminarium Toronto in the Distillery Historic District.

Curated under the central theme “The Human Figure in the Digital Age,” AiRTIFICIAL VISIONS brings together for the first time a select group of internationally recognized AI-driven artists whose works explore identity, memory, transformation, and the evolving representation of the human body in the digital era.

The project is developed with the support of an academic partnership with Toronto Metropolitan University, creating opportunities for dialogue around AI, creativity, and the future of human expression through selected conversations, panels, and interdisciplinary exchanges connected to the exhibition.

The exhibition will feature works by Markos Kay, Weidi Zhang, Cristina Ardelean, Bianca Tse, Eugenio Marongiu, Fanuel Leul Girma, Maciej Tarnowski, Kelly Boesch, Robin Kane, Rin Haneda, Viktoria Blank and Peio Duhalde.

AiRTIFICIAL VISIONS presents AI as a tool shaped by artistic intention, cultural imagination, and emotional experience. Through large-scale moving images, digital bodies, landscapes, and poetic visual narratives, the exhibition invites audiences to reflect on how technology is transforming the way we see ourselves.

Presented in an immersive environment at Illuminarium Toronto, the venue partner for the initiative, the exhibition will offer audiences a visually powerful experience designed to amplify the scale and emotional impact of the works.

AiRTIFICIAL VISIONS

June 25 – July 25, 2026
Distillery Historic District, Toronto
Presented by Rogers
As part of the Lavazza IncluCity Festival
In partnership of Toronto Metropolitan University
Venue partner: Illuminarium Toronto28 Gristmill Lane, Toronto, ON

 

Hours: Tuesday-Friday 5-10 PM, Weekends 12:30 PM–9:30 PM

Duration: 60 minutes
General admission tickets are available starting at $22, with an exhibition + tasting experience available for $45. Included for Lavazza IncluCity Festival ticket holders; complimentary for TMU students with valid student ID.
Tickets: Available online www.icff.ca. initiative.

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GARNICA FIRST IN SPAIN TO ACHIEVE PEFC RED III CERTIFICATION

Milestone underscores leadership in sustainable manufacturing and circular resource use

Logroño, Spain – May 5, 2026 Garnica, a leading manufacturer of premium sustainable plywood, is pleased to announce that it has become the first company in Spain to achieve PEFC RED III certification, marking a significant milestone in responsible manufacturing and sustainable resource management.

This recognition confirms that Garnica’s wood by-products used for energy generation meet the sustainability and traceability requirements established under the European Union’s Renewable Energy Directive (RED). It provides independent verification that biomass materials entering the energy supply chain are sourced, handles and utilizes in accordance with rigorous environmental standards.

Developed to support compliance with EU renewable energy regulations, the PEFC RED III certification enhances transparency across the supply chain. For Garnica, it reflects a disciplined approach to maximizing resource efficiency, minimizing waste, and advancing circular manufacturing practices.

By ensuring that wood by-products are responsibly repurposed for energy, the company continues to strengthen sustainability across its entire production cycle.

“Becoming the first company in Spain to achieve PEFC RED III certification reinforces our commitment to responsible manufacturing and long-term environmental stewardship,” said Álvaro González, CEO of Garnica. “We hope it helps to set a strong example for manufacturers across industries looking to align growth with sustainability.”

This accomplishment further reinforces Garnica’s position at the forefront of sustainable wood manufacturing, where growing attention is being placed on renewable energy sourcing, waste reduction, and supply chain accountability.

About Garnica

Garnica is a global leader in the production of innovative and high-quality plywood, designed to meet the needs of the most demanding customers. Rooted in a strong respect for nature, people, and the community, the company works with wood from sustainable and renewable sources to preserve ecological balance. With over 1,100 employees, Garnica operates a total of seven production centers in Spain and France, strategically located to the main poplar plantation basins in Europe. Additionally, it has three offices including its headquarters in Logroño (La Rioja), support offices in Madrid, Spain and Raleigh in the United States. To strengthen its international presence, Garnica opened a warehouse in Savannah, US in 2024.

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Media Contact:

Zenergy Communications

media@zenergycom.com

 

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Why Brand Trust Is Getting Harder to Earn

In a world where content can be generated instantly and at scale, trust is becoming harder to establish. Images, videos, and even voices can now be replicated with a level of realism that was unthinkable just a few years ago. As scams become more sophisticated and impersonation becomes harder to detect, audiences are scrutinizing all content more closely, including legitimate brand communications.

What looks real is no longer enough. The signals people once relied on to assess credibility are becoming less reliable, shifting trust away from what a brand claims to what can be independently verified.

Trust Signals Are Breaking Down

This shift goes beyond AI-generated content. It reflects a broader transformation in how information is created, distributed, and consumed.

Many traditional credibility signals are weakening:

Visual content can be easily generated or manipulated

Authority is difficult to validate

AI tools can surface inaccurate or out-of-context information

Scams are able mimic legitimate sources with growing precision

As content becomes easier to produce at scale with minimal friction, credibility becomes harder to prove and easier to question. The result is a more skeptical, more discerning audience.

Why This Matters for Brands

For brands, this introduces a new dynamic. Visibility alone is no longer sufficient. In many cases, being seen without being clearly validated can actually create doubt.

Audiences are more likely to question, compare, and verify information across multiple sources before forming an opinion.

Trust has become a defining differentiator. Brands that are perceived as credible and consistent are more likely to stand out and sustain growth, while those that lack clarity or cohesion risk being overlooked or second-guessed.

What Builds Trust Now

Trust is no longer earned in a single interaction. It’s reinforced over time through consistency and external validation often outside of a brand’s own channels.

As traditional signals weaken, audiences look for patterns they can recognize and confirm across multiple sources. Credibility is built through alignment, not isolated moments.

Brands that build trust effectively tend to demonstrate:

• Consistency across channels – aligned messaging, tone, and positioning

• Recognizable voice – clear, distinct, and sustained over time

• Transparency and clarity – direct communications without overstatement

• Verifiable signals of legitimacy – affiliations, certifications, partnerships, and credible media presence

These signals compound. The more consistently they appear, the stronger the perceived credibility.

The Role of Content, PR, and GEO

Credibility is increasingly formed across multiple touchpoints rather than in any one place. Content, PR, and search visibility now operate as an interconnected system:

• Content establishes consistent messaging and demonstrates expertise

• PR provides external validation through credible third-party sources

• GEO (Generative Engine Optimization) ensures that content is surfaced, summarized, and cited in AI-driven search

Together, they reinforce one another: content builds the narrative, PR validates it, and GEO amplifies its reach.

Where Brand Trust is Headed

Trust is no longer assumed. It is continuously evaluated by both people and algorithms — often quickly and across multiple signals at once.

As AI continues to reshape how content is created and consumed, brands will need to adapt accordingly.

Those that prioritize consistency, clarity, and credibility will be better positioned not only to earn trust but to sustain it.

If trust is becoming a greater priority within your brand and communications strategy, it may be time to reassess how consistently your organization shows up across channels, media, and search.

At Zenergy, we help brands align strategy, messaging, and market presence to strengthen credibility and support long-term growth.

Zenergy Communications
info@zenergycom.com

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Expo Design and Québec Furniture Manufacturers’ Association (AFMQ) Unite to Strengthen Québec’s Design-to-Manufacturing Ecosystem

VISITOR REGISTRATION OFFICIALLY OPENED!

Montréal, Québec – April 15, 2026 – Expo Design, the leading tradeshow dedicated to interior and exterior design materials, is pleased to announce its collaboration with the Québec Furniture Manufacturers’ Association (AFMQ) and that visitors can now register at www.expodesign.ca for its 11th edition taking place in Montréal from October 7-8, 2026.

Produced by Design Spec Rep (DSR), Expo Design has become the most highly anticipated event for architects, designers, distributors, woodworkers, and other relevant industry professionals. The addition of Québec furniture manufacturers enhances the event’s value by creating new opportunities for guests and exhibitors alike.

“Expo Design has always been focused on connecting the A&D community with products and services that shape their work. By bringing additional furniture manufacturers onto the show floor this year, we’re creating a space where ideas can move quickly from concept to production, all while providing networking opportunities with the people who actually build the products. It’s a natural evolution for the event and an important step in the design and manufacturing landscape,” said Johanne Munger, Director and Events Manager at Design Spec Rep.

Gilles Pelletier, President and CEO of AFMQ, added: “This collaboration with Expo Design gives our members direct access to those influencing today’s projects. It is a prime opportunity to showcase local expertise and creativity in furniture manufacturing.”

The 2026 edition of Expo Design will spotlight the latest innovations in interior and exterior products and services while introducing a strong furniture manufacturing presence designed to foster collaboration, product discovery and new business opportunities.

Participants can register for free by visiting: www.expodesign.ca. Additionally, companies and brands wishing to exhibit at the show are encouraged to email expodesign@cpcl.ca for more information.

About the Québec Furniture Manufacturers Association (AFMQ)

The Québec Furniture Manufacturers’ Association (AFMQ) represents Québec-based companies within the furniture sector. Founded in 1942, it is the only association exclusively dedicated to the province’s furniture industry. The AFMQ supports the growth and competitiveness of its members by fostering collaboration, driving innovation, and promoting the industry’s visibility. The Association provides valuable networking opportunities, strategic expertise, and advocacy with public institutions, helping ensure the long-term sustainability of a key manufacturing sector in Québec’s economy.

About Expo Design

Expo Design, produced by Design Spec Rep (DSR), was created to meet the needs of companies targeting designers, architects, and woodworkers by creating a trade show focused entirely on relevant and innovative products and services. Considered a not to be missed event for industry insiders including architects, designers, kitchen designers, cabinetmakers, woodworkers, manufacturers, contractors, builders/promoters, and other related professionals, Expo Design is the perfect place for companies to launch new products or services, present their latest innovations, and connect with clients, prospects, and industry professionals.

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Media contact:

Zenergy Communications

media@zenergycom.com

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The thing about new beginnings

Pulse by Zenergy

Ideas in Action

Your monthly dose of expert insights, trends, and strategies in marketing and communications.

This month’s theme: New Beginnings

Spring tends to bring a natural sense of reset. In business, however, new beginnings rarely arrive conveniently on a calendar. More often, they come disguised as a shift in strategy, a new leadership direction, a product launch or a moment when an organization decides to communicate its story differently.

A ‘new beginning’ doesn’t necessarily mean starting over. It often means revisiting what already exists with fresh clarity; redefining priorities, refining messaging, and making sure your organization is positioned for the next phase of growth.

For many companies, that next chapter begins not with a dramatic change, but with a deliberate decision to communicate their value more clearly and confidently.

Reframing the Story

When companies enter a new phase of growth, one of the most valuable steps they can take is to revisit how their story is being told; connecting where the organization has been with where it’s going next.

Try this:
Imagine your organization had to start communicating its story from scratch today.

What would you say differently?

• Would you emphasize the same priorities?

• Would your messaging highlight the same strengths?

• Would your narrative reflect the direction the business is actually heading?

If the answer to any of the above is no, it may be time to realign your communications with where your organization truly is today.

As organizations enter new phases — whether through growth, innovation, or repositioning — Zenergy works with leadership teams to ensure that communications reflect the story they want their audience to understand.

“Although no one can go back and make a brand new start, anyone can start from now and make a brand new ending.”

– Carl Bard –

Healthcare & Biotech

#IndustryInsight

Healthcare and biotech companies are entering one of the most dynamic periods the sector has seen in decades. Advances in biotechnology, AI-driven research and personalized medicine are accelerating innovation across the industry. At the same time, regulatory expectations, investor attention and public scrutiny are higher than ever.

Scientific breakthroughs, clinical milestones and regulatory progress can be complex to translate for broader audiences. Yet investors, partners, and the public increasingly expect clarity around what these developments mean and why they matter.

We’re seeing organizations in this sector focus more deliberately on:

• Translating technical progress into clear, accessible narratives

• Aligning scientific messaging with investor communication

• Building trust through transparency around milestones, risks and outcomes

As the pace of innovation continues to accelerate, the organizations that communicate their progress clearly will be best positioned to build confidence among investors, regulators and the communities they serve.

If you’re looking to communicate complex progress with greater clarity and confidence, let’s connect.

#Poll: What is the biggest barrier to starting something new in your opinion?

Creator Marketing has Changed. Has Your Strategy?

#ZenergyBlog

Creator marketing has become one of the most popular business strategies for companies across various sectors, but many are still operating with an outdated model. 

These partnerships between content creators and brands are often treated the same way they were five or ten years ago: as short-term campaigns designed to generate attention. But the industry has evolved. 

Today, creator marketing is increasingly functioning like a scalable distribution and performance channel. Online influencers are no longer just amplifying brand messages; they are becoming ongoing partners in content production, product discovery and customer acquisition. The distinction matters, because the way a company frames creator marketing ultimately determines how much value it extracts from it.

Read the full blog here.

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A recent moment aboard the Artemis II spacecraft has gone viral after a jar of Nutella floated through the frame of the livestream. Talk about an out-of-this-world marketing moment!

Watch the video here.

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A little bit of humor to brighten up your day.

Every organization reaches moments where it can either repeat the past or redefine the future. New beginnings start with the courage to choose the latter.

Linda Farha
President and Founder
Zenergy Communications

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Creator Marketing has Changed. Has Your Strategy?

Creator marketing has become one of the most popular business strategies for companies across various sectors, but many are still operating with an outdated model. These partnerships between content creators and brands are often treated the same way they were five or ten years ago: as short-term campaigns designed to generate attention. But the industry has evolved.

Today, creator marketing is increasingly functioning like a scalable distribution and performance channel. Online influencers are no longer just amplifying brand messages; they are becoming ongoing partners in content production, product discovery and customer acquisition. The distinction matters, because the way a company frames creator marketing ultimately determines how much value it extracts from it.

The Early era of Creator Marketing

When influencer marketing first gained traction in the mid-2010s, it was largely approached as a brand awareness play. A brand might sponsor a few Instagram posts or a YouTube video, measure impressions and engagement, and then consider the campaign complete.

Creator partnerships often generated buzz, social conversation and strong engagement but this model also had clear limitations: results were inconsistent, attribution was difficult and once the campaign ended, so did the momentum.


The Shift Toward Creator Marketing as a Channel

Rather than treating creators as temporary campaign partners, many companies are starting to see them as ongoing distribution partners. In this model, creators function more like independent media channels that brands can work with continuously.

This shift aligns creator marketing much more closely with other performance-driven channels such as paid search, paid social or affiliate marketing. Instead of launching isolated partnerships, brands build systems that allow them to work with creators at scale, test different partnerships and optimize performance over time. When managed this way, creator marketing becomes far more predictable and measurable. Companies can run ongoing creator programs, experiment with different audience segments and identify which creators consistently drive conversions or high-performing content.


The Rise of Microinfluencers

One of the most important developments in the creator economy has been the increasing importance of ‘microinfluencers’, who generally have smaller audiences but frequently outperform creators with much larger followings.

Creators with massive followings often operate at a distance from their audiences. Their communities are large, but engagement tends to be less personal and more passive. Microinfluencers, on the other hand, often maintain close and highly interactive communities. Their audiences feel more like niche groups than broad publics. Subsequently, engagement rates among microinfluencers are often significantly higher. Their followers comment more, ask questions, and treat the creator’s recommendations as credible advice rather than advertising.

There is also a practical advantage: cost and scalability. Large influencers typically charge substantial fees for partnerships, which means brands often place large bets on a small number of creators. Microinfluencers make it possible to work with many creators at once. Instead of relying on a single voice, companies can build diversified creator networks that reduce risk and improve performance.


The Operational Challenge

If creator partnerships are evolving into a scalable channel, the way companies manage them must evolve as well. Running creator marketing like a campaign typically involves manual outreach, a limited number of partnerships and reporting focused on engagement metrics. Operating creator marketing as a performance channel involves ongoing creator discovery, structured onboarding processes, performance tracking and the ability to test and iterate across multiple partnerships.

It also changes how success is measured. Rather than focusing primarily on impressions or likes, brands begin looking at metrics such as conversion rates, customer acquisition and revenue attribution.

Where Creator Marketing is Headed

As the creator economy continues to mature, the most successful companies will treat creator partnerships as a hybrid between brand marketing and performance marketing. Creators will continue to play a critical role in storytelling, cultural relevance, and brand awareness. Yet, at the same time, they are increasingly becoming a scalable source of content, customer acquisition and audience engagement.

If you’re exploring how creator partnerships can support measurable growth, let’s talk.


Zenergy Communications
info@zenergycom.com