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Inside the Creator Economy is a business podcast exploring how creator-led marketing is reshaping modern brand building.
Hosted by Sanna Ödmark and Frida Ekholm from Cure Media, the show brings you inside the conversations shaping the future of the creator economy - from CMOs and founders to creators, platforms and growth leaders across Europe.
This isn’t about one-off campaigns. It’s about what happens when brands move creators from the margins to the core of their strategy.
Each week, we unpack the real questions marketing teams are facing:
- What does it take to stay culturally relevant in a fast-moving landscape?
- What can brands learn from the creators who build communities, not just audiences?
- How do you structure for creator-led growth?
Produced by Cure Media, one of the leading creator marketing agencies in Northern Europe, this podcast is for marketers and business leaders who want to understand where growth is heading next.
Episodes
Wednesday Apr 01, 2026
Wednesday Apr 01, 2026
In this episode of Inside the Creator Economy, we’re doing something a little different.
Instead of bringing in a guest, we’re taking you inside our internal insights chat at Cure Media, where our team shares the signals, shifts and conversations shaping the creator economy in real time. This episode is built from those discussions.
We unpack five shifts we keep coming back to. Not trends in the traditional sense, but patterns that say something bigger about where the industry is heading, and what brands need to understand to stay relevant.
We cover:
- Why many brands still struggle to operationalise creators, and what it actually takes to move from ambition to execution
- The rise of the status economy, where cultural fluency matters more than category
- Nostalgia as more than a trend, and how brands can create meaning, not just reference the past
- The optimisation mindset, and how wellness and longevity are reshaping consumer behaviour
- How AI is collapsing the funnel, and what it means to be recommended, not just discovered
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