How Media Institutions Can Serve Today’s Ever-Evolving Consumer as they Search for Trust and Community Online

Thursday, June 25 4 p.m. ET (1 p.m. PT)

Legacy media institutions no longer control the narrative today as social media, search engines like Youtube, and marketplaces continue to train the consumer to expect a very different experience than traditional media has been offering.  What’s more, COVID-19 and the current nation-wide unrest are accelerating this paradigm shift even more rapidly. This has a profound effect on how our consumer researches brands and buys from specialty retailers. In this live podcast, you’ll learn what the consumer expects – and needs – from media today, why audiences trust content creators and their communities, and how media, brands and retailers can pivot to serve in a way that’s more needed than ever. We’ll discuss how brands and media can successfully adapt to new powerful channels of communication and community—from YouTube to TikTok.

Kristin Carpenter founded Verde Brand Communications after a decade-long journalism career, working on staff for major consumer lifestyle magazines, business and trade titles. Verde turns 20 years old in 2021, and Kristin now serves as CEO of Verde, directing strategy for the agency.  

Kristin also founded Verde’s podcast, Channel Mastery, which was voted best Outdoor Podcast by SNEWS in 2019.   

The Channel Mastery podcast launched in 2017. Every week, specialty business and brand leaders tune in to Channel Mastery to understand, serve and nurture today’s evolving consumer. The show covers consumer trends and what channels they like to use to connect, engage with and buy from their favorite brands.   

In May, 2020, Kristin and the Verde team launched the agency’s first digital product, the Multi-Channel Marketing Academy, an eight-week course that teaches marketing professionals in the specialty markets how to serve and sell to their target consumers across multiple channels. 

In her free time, you can find Kristin chasing her kids around the mountains and desert around her home in Durango, Colo.