Creator economy
The volatility of the advertising market has led digital native influencers to create their own brands, with the ambition of building large independent companies from them. The business model, known as DNVBs, is a trend in the so-called creator economy. It has great appeal among the younger generations and concrete examples of success in Brazil, in segments such as food supplements.
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Creator economy
Digital native vertical brands (DNVBs) for health and wellness
SCENARIO
Space for creating companies with influencers
Digital native vertical brands (DNVBs) for health and wellness
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HIGHLIGHTS
Partnerships with influencers in new business models, born in the digital environment, pave the way for building strong, independent brands, in direct contact with engaged communities of potential consumers.
High engagement
The relationship between influencers and their communities, through digital channels with real-time feedback, makes the relationship between digital native vertical brands and their potential customers closer and more direct. This allows for a deeper understanding of consumer needs and preferences, enabling quick adaptations and customizations.
Total control
Companies that own digitally native vertical brands, built in partnership with influencers, have total control over the production, distribution and marketing of their products. The model allows for better quality management, more agile decision-making and the ability to offer exclusive products with a higher profit margin.
Expanding market
The health and wellness products market is one of the most dynamic in Brazil and worldwide. It grows at a double-digit rate every year and is marked by the constant launch of innovations, such as creatine gummies, whose global sales are expected to jump from US$ 45.1 million in 2024 to US$ 168.2 million by 2032.
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