We dive into how social proof—people’s natural tendency to follow the crowd—has taken center stage in today’s digital world. From viral TikTok reviews to influencer-approved skincare, learn why authentic user-generated content now outshines traditional ads, and discover how product developers can tap into memetic trends to build trust and grow their brands.

When it comes to consumer packaged goods (CPG), figuring out what drives people to pick one product over another can be a tough nut to crack. We know things like taste, branding, and convenience play a big role, but there’s another layer that often gets overlooked—cognitive dissonance.