Tomorrow's brands understand that co-creation is a massive pillar of success. It's about bringing your audience in and allowing them to input by starting to remove friction between a centralised brand and an audience

An example here is how Glossier builds its community - they've gone all in on co-creation and listen really carefully to their audience. In doing so they've generated an unwavering commitment to their distinctive brand assets with the majority of their UGC matching that aesthetic, there's almost no difference between images they are tagged in and images on their feed.