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A desire to combine work and purpose continues to merge with new, even lower-friction creator tools and media platforms - transforming old economic models and standards. Whether it's through creating content, selling goods and services or renting out excess assets, even more consumers in 2023 will become their own businesses. Almost one-third of global citizens say that they have started a business at some point — and they're looking to brands for assistance.

The enterprization of consumers

KEY TRENDS

Growing consumption