05/13/2026
The Meta ads landscape has forever changed.
Performance marketing is dead because mass culture marketing is dead.
What worked before to scale brands doesn’t work anymore.
• CAC is up 40%.
• Buyers are more skeptical than ever.
• The way people shop has fundamentally changed.
The brands scaling DTC right now aren’t built on mass audiences or one-size-fits-all funnels.
They’re built on identity and shared belief. They cater to the micro-identities shifting buyer behavior.
For the full breakdown on identity marketing, comment ‘BELIEF’ and I’ll DM you the Substack link.
