Executive Summary
Consumers are bypassing traditional innovation channels—using TikTok, social platforms, and community experimentation to innovate faster than brands can respond.
A recent McKinsey study shows 75% of Gen Z believe brands are “out of sync” while TikTok’s #dupe has amassed over 6 billion views .
Brands that move quickly and partner with consumer creativity—not just analyze it—are winning market share and relevance.
This article explores real-world cases like e.l.f. Beauty’s dupe-driven growth, L’Oréal’s rapid social-first campaigns, and food brands responding to viral hacks. Most importantly, it outlines what CPG leaders must do—right now—to stay ahead. The focus? Speed, internal influence, and strategic visibility.
If you prefer to listen rather than read:
The consumer innovation wave isn’t a threat—it’s a signal. It’s also a career moment.
In the age of TikTok and social creativity, consumers are not waiting for brands to launch new products—they’re inventing them.
According to McKinsey, 75% of Gen Z believe brands are out of sync, with many opting for DIY solutions discovered online .
TikTok’s #dupe hashtag alone has over 6 billion views, driving millions toward alternative solutions.
Meanwhile, L’Oréal’s Pakistan campaign under #TikTokMadeMeBuyIt garnered 161 million impressions, 4.5 million clicks, and its fastest sell-out ever linkedin.com+7ads.tiktok.com+7theindustry.beauty+7.
Because of this, the question for CPG execs isn’t “Are consumers creative?” but “Are we fast enough to partner with them?” Brands that respond win loyalty, growth, and relevance. Leaders who catalyze this response stand out.
Consumer-Led Innovation: A New Model for R&D
Beauty brand e.l.f. took a bold step into “dupe culture.” Rather than fearing imitation, they leaned in—with viral products like Halo Glow that outperformed pricier alternatives and helped push annual sales past $1 billion voguebusiness.com+4vml.com+4linkedin.com+4. Meanwhile, L’Oréal Pakistan delivered a “TikTok Made Me Buy It” package that streamed directly to creators, yielding 161M impressions and rapid sell-out success . Their success proves that when brands move at the speed of social creativity—without overcomplicating the process—they win.
In food, viral hacks like feta pasta forced retailers to restock shelves and even change frying menus at Waffle House and Starbucks—all before CPG players had formal briefs prepared . That kind of consumer velocity represents a moment—a wake-up call—for every CPG leader.
The Risk of Being Slow or Seen as Irrelevant
Corporate processes designed for growth are struggling to move with this speed.
Slow internal processes mean social virality is often over before formal approvals happen.
Lack of cross-functional influence leaves insight professionals with brilliant spotting but no execution path.
Missed consumer moments can make brands appear outdated—and internal teams appear out-of-touch.
In short: if your brand’s time-to-market is measured in months, while consumers move in days, relevance is at stake—and so is the visibility of the leaders tasked with protecting it.
How to Win: Strategic Agility and Visibility
Spot the Spark
Be the first to spot that viral moment. Whether it’s “dupe” culture or a creative recipe hack, it all starts with awareness. Brands like e.l.f. and L’Oréal don’t just respond—they track, learn, and partner with the energy.Activate Cross-Functionally
Speed matters. Getting rapid alignment across R&D, marketing, supply chain, and finance is a strategic advantage. L’Oréal’s campaign succeeded because the product, media buying, and storytelling went hand-in-hand.Make Momentum Visible
Your leadership role isn’t just spotting trends—it’s making them count. Tracking sell-out data, earned impressions, and brand resonance connects viral sparks to strategic outcomes. That visibility builds both brand equity—and your career equity.
Can These Tactics Apply in Your Company?
Are refresh cycles measured in weeks rather than quarters?
Can you mobilize internal teams against live consumer moments?
Do your product launches now include a social-first testing phase?
If these questions challenge your current state, you’re working in the lag—not the lead.
How I Can Help: Unlocking Your Influence with LADDERS
To support leaders navigating this fast-paced innovation terrain, the LADDERS Masterclass hones three critical capabilities:
Differentiate Your Voice – become the trusted catalyst for rapid, consumer-led pivots.
Amplify Influence – gain buy-in across teams so momentum is swift and supported.
Lead Authentically – show strategic confidence in high-pressure, fast-moving contexts.
These are not “nice-to-haves.” They are essential for relevance—both for your brand and your career.
Final Thoughts: The Leadership Moment Is Now
Innovation hasn’t slowed—it’s been redistributed. Consumers are leading it. Brands that adapt, align, and activate fast are gaining in both growth and talent credibility. If you’re still asking for permission to pivot, that permission may never come.
Your brand’s relevance—and your career momentum—depend on whether you’re driving that shift, or letting it drive you. When you’re ready, the LADDERS Masterclass exists to make sure it’s the former.
