The Participation Era: Why Belonging Beats Awareness

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  "description": "We used to discover products through ads. Now we discover them through people. Creators have reshaped not just content, but discovery itself. A weekly series becomes a habit. A comment section becomes a community. Recommendations from someone you trust influence what you try and buy.\n\nIn this conversation, Sam’s Club, TikTok, and a creator explore the participation era from three perspectives: the membership brand, the platform, and the community builder. Together, they examine how belonging drives growth and why brands win when they build with communities, not at them.",
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