Inside the Creator Economy

Why Some Retailers Win (and Others Don’t)

Few people have had as many conversations with the minds behind the Nordics’ most successful retail and e-commerce brands as Björn Påhlman Spenger. 

As the host of Framtidens E-handel, one of the Nordics’ biggest business podcasts, he’s sat down with top founders, CMOs, and retail leaders to uncover what really drives growth in a rapidly changing landscape. 

In this episode, we flip the script and turn the mic on Björn to hear what he’s learned after hundreds of interviews: the common traits of those who win, the pitfalls that hold brands back, and where he believes the future of retail and e-commerce is headed. 

Tune in to learn: 

• What top-performing e-commerce brands have in common
• The biggest mistakes retailers make (and how to avoid them)
• How shifting consumer behaviour is shaping the next wave of retail 

A conversation about growth, mindset, and the power of staying close to your customers in an industry that never stands still. 

The Power of Passion Communities: Inside the Male Creator Movement

Hunting, fishing, and outdoor life might sound like niche interests, but they’re powered by a community built on passion, expertise, and shared values. 

In this episode, we dive into how brands connect with male audiences through authentic storytelling, and the creators and ambassadors who bring those stories to life. Together with Sarah Winckel, Marketing Director at Jaktia, Scandinavia’s leading retail chain for hunting, fishing, and outdoor life, we unpack how authenticity, community, and long-term creator partnerships can transform even the most traditional categories. 

Tune in to learn: 

• How to connect with male audiences through stories that feel real and relevant
• What brands can learn from creator-driven ecosystems built on trust and credibility
• How to build content that connects — not just converts 

An honest conversation about what makes communities tick, and what every brand can learn from the creators who truly understand their audience. 

From Buzzword to Business Value: The Real Story of UGC

User-generated content isn’t new, but it’s evolving fast. 

In this episode, we go beyond the buzz to explore what UGC really means in 2025 and how it’s reshaping brand strategy. Together with Paulina Johnson, UGC Specialist and a creator herself, we break down how UGC differs from influencer marketing, how brands are using it strategically, and what it takes to make it work in practice — from both sides of the equation. 

Tune in to learn: 

• How UGC evolved from “authentic content” to a proven growth driver 
• The difference between UGC, IGC, CGC, and EGC - and when to use which 
• Why the strongest brands combine influencer marketing and UGC 
• What KPIs really matter - and how to measure success beyond engagement 
• How to build a UGC strategy that scales without losing authenticity 

Tune in to learn why UGC isn’t just a creative trend, but a strategic lever for brands that want to stay relevant. 

Beyond Likes: How Microsoft Scaled Influencer Marketing 12x

Influencer marketing inside one of the world’s biggest companies? That’s exactly what today’s guest, Marie-Laure De Veyt, Retail Influencer & Innovation Marketing Lead at Microsoft, has been building over the past decade. From pioneering a retail creator marketing function to scaling budgets twelvefold, she’s helped prove that creator content doesn’t just entertain - it drives real retail outcomes. 

In this episode, we dive into how Microsoft is rewriting the rules of retail marketing with creators, what brands everywhere can learn from their journey, and where the industry is headed next. 

Tune in to learn: 

• How to convince internal stakeholders that creators can sell premium products, not just lipstick and sneakers 
• Why creator content outperforms branded content in retail media networks and even drives in-store foot traffic 
• The future of creator-brand partnerships: from one-off campaigns to co-created products and bundles 

Whether you’re a marketer, a brand leader, or just curious about where the creator economy is moving next, this episode is packed with insights you won’t want to miss. 

5 Trends Defining the Creator Economy in 2026

The creator economy is rewriting the rules of modern marketing, transforming how culture, commerce, and creativity collide. 

In this episode, we unpack five of the biggest shifts defining the creator economy in 2026, and what they mean for brands, marketers, and the future of advertising. From the Cannes Lions stage to TikTok feeds, from sonic branding to community-led growth - this is where influencer marketing stops being a channel and becomes the strategy. 

Tune in to learn: 

• Why deep insights, not just data, are the key to staying relevant in today’s creator economy 
• How the smartest brands plan for micro trends and momentum instead of just campaign seasons 
• What’s behind the shift from data-first to creator-first and why trust is the new currency 
• The rise of sonic branding in short-form content (yes, sound matters more than you think) 
• How communities are overtaking followers as the true driver of loyalty 

If you want to stay ahead of what’s next, not just in influencer marketing, but in marketing full stop, this episode is your playbook for 2026.

ThisThat on Influencer Marketing’s Full-Funnel Power

Influencer marketing is proving its strength across the entire funnel, and now there’s data to back it up. In this episode, Max Osborne, Founder of ThisThat, joins us to break down key findings from their latest report, which highlights influencer marketing as the most effective channel for driving business impact. ThisThat is a leading insights platform that helps brands measure real results through data-driven brand lift studies.

 

Tune in to learn:

 

• Why influencer marketing deserves a bigger slice of the marketing mix
• The common blockers holding CMOs back from investing boldly, and how to overcome them
• How measurement is evolving to capture long-term brand impact
  
  

Whether you’re still on the fence or already bought in, this is a must-listen for anyone shaping marketing strategy in 2025 and forward.

Intersport On Merging Tradition and Transformation

What happens when a legacy brand dares to reinvent itself, without losing sight of where it came from? In this episode, Johan Uhrbom, Media Operations Manager at Intersport, shares how the iconic sports retailer is navigating a digital transformation while staying rooted in its heritage. 

 

Tune in to learn:

 

• How Intersport is building a leading voice in the running category
• The layers of influencer marketing and how they build endurance and strength 
• Why a data-first mindset is essential to long-term brand growth

Inside Asket's Mission to Redefine Fashion and Consumer Behaviour

Asket is on a mission to slow down fashion, by creating a permanent collection of timeless essentials and rethinking the way we produce, consume, and value clothing.

In this episode, Jonatan Ehn, Chief Commercial Officer at Asket, joins us to explore what it means to grow a brand rooted in values without compromising on impact or ambition.

Tune in to learn:

• How Asket balances commercial goals with conscious consumption
• What’s fueling growth without seasonal drops or sales
• The story behind their Golden Egg-winning campaign, The Timeless Experiment

Why De-influencing Isn't Killing Influencer Marketing

Is de-influencing the end of influencer marketing? Not quite! More like a fresh summer breeze, what we all need after a long winter. 

In this episode, we break down the trend that’s taken over TikTok and Instagram, where creators and people like you and me push back against overconsumption and hype. But rather than signalling the downfall of the influencer marketing industry, de-influencing is driving a shift toward honesty, relevance, and real value.

Tune in to learn:

• Why de-influencing is a wake-up call and not a warning sign
• How consumer expectations are evolving in the creator economy
• What brands can do to stay relevant and trusted in a de-influencing era

How Music Powers Authentic Creator Collaborations with Epidemic Sound

With the rise of video-first content across every platform, from TikTok and Reels to LinkedIn and YouTube, music is no longer a “nice to have” in creator campaigns. It’s a must. And few know that better than Gracie Schram, Senior Creator Partnerships Manager at Epidemic Sound. 

 

In this episode, Gracie joins us to explore how music can unlock more authentic, engaging, and high-performing influencer collaborations.

 

Tune in to learn:

• Why music is becoming a key driver of performance in creator content
• How brands can give creators freedom and stay license-safe across platforms
• Why classical and inspirational music is trending in viral content