Webinar
cart culture: the social signals brands are missing
with jessyca dewey, founder of the y collective
Thursday | Jan 22, 2026 | 12 pm CT
Join us for a live, CEO-hosted conversation decoding what actually drives modern buying — beyond dashboards, recycled social advice, and surface-level metrics.
Cart Culture kicks off with a sharp, honest look at the social signals brands are missing right now and how culture, community, and creativity are quietly reshaping what ends up in the cart in 2026.
What you’ll learn
Social strategy didn’t suddenly break, but the rules have shifted.
In this first episode of Cart Culture, Emily Steele (CEO & Co-Founder, Hummingbirds) sits down with Jessyca Dewey, Founder of The Y Collective, to unpack how social actually influences discovery, consideration, and purchase in today’s market and where brands should be paying attention next.
This is not a trend recap. It’s a signal read.
In this conversation, we’ll cover:
🔍 Where Brands Should Actually Be Indexing on Social
What deserves time, budget, and experimentation in 2026 and what’s no longer earning its keep.
🚫 What’s Quietly Stopped Working
The tactics brands are still clinging to (because they used to work) and why they’re no longer moving the needle.
🧩 How Micro-Communities Are Reshaping Discovery
Why smaller, episodic, community-driven content is outperforming broadcast strategies and how that shows up on shelf and in-cart.
📺 The Rise of Episodic Content
How repeatable formats and narrative arcs are changing how consumers discover, trust, and buy from brands.
📉 Early Warning Signals to Watch
The cultural and content-level indicators that appear before performance metrics decline and how to respond early.
🧠 Patterns from 16+ Years in the Industry
Jessyca’s firsthand perspective from working with brands like L’Oréal, Hasbro, and Califia Farms and the common blind spots holding teams back.
Who This Webinar Is For
If you’re responsible for translating social activity into real-world momentum, this conversation is for you.
Brand, growth, and marketing leaders
Social, content, and community teams
Omnichannel and retail marketers
Founders and operators scaling modern brands
Teams feeling diminishing returns from “best practice” social strategies
Anyone tired of chasing trends instead of understanding why buyers are behaving differently
If social influences your shelf, your sell-through, or your long-term brand equity, you don’t want this secondhand.
About Your Host
Emily Steele, Co-Founder & CEO, Hummingbirds
Emily is building the largest network of everyday creators helping CPG brands drive real-world discovery and retail momentum. Her platform has powered thousands of creator posts across beauty, bev, grocery, wellness, and pet — helping brands earn the trust of everyday shoppers at scale.
Her expertise blends community-driven marketing, hyperlocal activations, and creator-led brand storytelling — making her one of the leading voices reshaping how modern CPG brands grow.
The future of creator marketing isn’t polished influencers.
It’s real people, sharing real products, in the real world.
Emily breaks down the most important creator trends for 2026, shares real brand case studies, unveils Q1 campaign ideas, and walks through a behind-the-scenes demo of how top CPG brands scale everyday creator content across cities and retailers.