At WPP Media's Now & Next 2.0 gathering, industry minds confronted a quiet revolution already well underway: the people who make content have become the people who move markets. Across platforms like TikTok, Instagram, and YouTube, creators have earned the kind of trust that traditional advertising long sought but rarely achieved, and commerce has begun flowing through that trust in real time. The boundary between watching and buying has dissolved, and with it, the old architecture of brand-to-consumer communication. What is being reckoned with now is not a trend to monitor, but a structural c