Average People Now Run the Influencer Economy, and Brands Must Embrace User-Generated Content

UGC controls modern-day purchasing decisions

By the end of his Aug. 30 evening shift at a Target in Kansas, Jaden Hamilton had successfully positioned himself for internet fame. He headed to a nearby Walmart at dusk, stole one of the store’s shopping carts and announced on TikTok that he would be “holding it hostage.”