Connection is the New Product
We’re witnessing the collapse of traditional branding as we know it, where scale and profit once took precedence. Now, a new model is emerging—one fueled by authentic human connection. Buzzwords like “brand loyalty” and “influencer marketing” no longer hold sway in a system built for profit over people. In today’s intimacy economy, people are reclaiming the power of connection. This shift, which prioritizes human engagement over corporate messaging, is rewriting the rules of content creation, branding, and how we interact in a fragmented world. As Anice Hassim suggests in their recent Medium article, trust has become the new competitive advantage, setting the stage for a shift in how we relate to brands and each other.
Beyond the content rat race: The digital salon for the modern age
Many creators feel trapped in a cycle of endless production—what Regina Anaejionu calls “digital sharecropping”. They pour their energy into content that often disappears into the algorithmic void, with platforms reaping the rewards. It’s easy to see how this system can feel exploitative—creators doing the labor while platforms profit from their work.
But this analogy misses the deeper potential within the digital ecosystem. Platforms like Twitter, Substack, and LinkedIn are becoming modern-day salons, where ideas are shared, debated, and evolved. Content creation is more than just a transaction—it’s a collaborative, thought-building process. A 2023 Adobe study revealed that 48% of creators feel part of a meaningful community, motivated by the freedom of expression and the relationships they build. In the intimacy economy, it’s not just content that matters—it’s the connections it fosters.
The end of brand as we know it (And why that’s not a bad thing)
Consumers no longer need brands to define them—they’re more interested in the people behind the product. In a sense, it’s not the death of brand storytelling, but a rebirth of it, focused on intimacy and relatability. Look at the success of Glossier as an example: it wasn’t just makeup that propelled the brand—it was Emily Weiss’s personal connection to a community of women who felt seen and heard. Her story, not just the product, built an emotional connection that modern consumers crave.
This shift isn’t just changing how we create content—it’s redefining branding at its core. We’ve moved beyond an era where brands could rely on slick narratives to sell mediocre products. Now, it’s the product—and the people behind it—that do the talking.
As Bobbie Hundreds provocatively declared, “brand is dead.” Similarly, Scott Galloway recently shared his perspective on the collapse of traditional brand loyalty, where companies once wrapped products into aspirational storytelling to create demand. With this old formula you could still sell a $hitty product.
Today, however, consumers don’t buy into a brand’s image; they buy into authenticity. In this new landscape, consumers aren’t looking to brands to define them. It’s in essence, not the end of brand storytelling, but a rebirth, one centered on intimacy and relatability. Take Glossier, for instance: its success wasn’t just driven by makeup. Founder Emily Weiss built a brand rooted in a personal connection with women who felt seen and heard. Her story, not just her product, created the emotional bond that today’s consumers crave.
People are the new brands: Welcome to the intimacy economy
In the intimacy economy, people aren’t connecting with faceless corporations—they’re connecting with other people. Authenticity, once a marketing buzzword, is now the currency of the new digital world. The age of polished brand personas is over. Consumers want real people—individuals they can relate to, trust, and engage with.
Corporate influencers like Deloitte’s Lara Sophie Bothur exemplify this shift. Her content isn’t about promoting Deloitte’s services; it’s about her personal journey—her challenges, insights, and reflections. It’s her humanity, not the company, that resonates with millions of followers.
Blurring the Line between the personal and professional
But as the intimacy economy grows, so do its risks. The blending of personal and professional identities can feel empowering, but it can also be suffocating. The pressure to constantly perform for an audience can blur the lines between who you are at work and who you are at home. What happens when your identity becomes your job? When success is measured by how well you monetize your personal life?
When every moment becomes a branding opportunity, the boundary between self-expression and self-exploitation starts to erode. A 2024 report from the American Psychological Association found that 68% of creators report burnout as they struggle to maintain the performance of their public-facing selves. As personal brands increasingly merge with corporate agendas, individuals risk becoming products themselves—trading mental health, privacy, and authenticity for relatability.
Conclusion: The future of connection is now
To win in the intimacy economy, people—not brands—will come out on top. But with this new power comes responsibility. The shift toward more human connections holds immense potential for genuine, meaningful exchanges, but it also requires navigating the fine line between authenticity and performance.
Here’s the challenge: as you move through this evolving digital landscape, will you choose to engage thoughtfully, creating space for real connection? Or will you get lost in the pursuit of attention, letting algorithms and expectations dictate your path?
The choice is yours.
The intimacy economy is here to stay, and people—not corporate brands—will win.
As you prepare your next post, pause and ask yourself:
What am I truly trying to connect to?
How will this make both me and my audience feel more seen?
