How Cultural Icons Are Shaping the Future of CPG: A Guide for C-Suite Retail Executives

For C-suite executives and founders in CPG and retail, the ground is shifting. The era when shelf placement and mass advertising determined winners has given way to one in which the fastest-growing brands are built with cultural credibility at their core. Consider Oh Norman!, Kaley Cuoco’s pet brand venture that recently secured $2 million in funding, or Ruka Hair, a UK hair company redefining beauty norms. These aren't vanity projects; they're community-rooted, purpose-driven brands that reflect lived experiences. And they're reshaping our understanding of what it takes to succeed in retail.

Alongside this cultural momentum is a new era of artificial intelligence. Whether it’s storyboarding ad campaigns with generative tools or testing product concepts before launch, AI enables cultural founders and their executive partners to move faster, dream bigger, and connect more personally than ever before. The next generation of retail leadership will be defined by how well cultural influence is paired with AI-powered creativity.

Cultural Relevance in the Age of AI

Consumers are no longer impressed by flashy campaigns alone. They want products that mirror their identities and values, and cultural icons have a unique advantage: they already embody the communities they serve. A McKinsey study found that 71 percent of consumers expect personalized interactions, and 76 percent feel frustrated when those expectations aren't met. For leaders, this means mass-market strategies are insufficient. Trust comes from authenticity, and authenticity comes from cultural alignment.

Kaley Cuoco’s lived perspective as a dog owner makes her a credible voice for Oh Norman! Ruka Hair’s founders succeed because they amplify the experiences of women often ignored by mainstream beauty brands. These stories aren't “marketing,” they're connection. And AI has the potential to strengthen those bonds by giving leaders new tools to test, refine and scale what works.

AI can surface unmet consumer needs and generate concepts aligned with them. In creative strategy, it can help founders storyboard campaigns, model packaging, and test consumer responses before committing resources. In personalization, it enables one-to-one connections so consumers feel seen rather than targeted. The opportunity is real. A Deloitte survey found 59 percent have implemented generative AI in marketing and branding. For many executives, the question isn't whether to use AI, it’s how to use it in ways that feel authentic.

Why Authenticity and Brand Ownership Matter More Than Endorsement

When it comes to building consumer brands, there’s a world of difference between putting your name on a product and putting your heart into it. Endorsements may grab attention for a moment, but they fade fast. Ownership, on the other hand, lasts because it connects a founder’s reputation, values and credibility directly to the success of the brand. Consumers can feel that difference. It’s why Issa Rae’s Sienna Naturals or Ciara’s Ten to One Rum strike a deeper chord than traditional endorsement deals. These aren’t just products with a famous face, they’re businesses rooted in authenticity and leadership, which is what makes them stand the test of time.

Looking Ahead, Key Takeaways for C-Suite Executives

For C-suite leaders and retail founders, this moment is an inflection point. Brands that combine cultural authenticity with technological agility will define the future. AI doesn't replace the human voice that makes culture powerful, it amplifies it.

Cultural icons, paired with AI, can move at the speed of relevance. And executives who embrace this convergence will not only build stronger brands, they'll build stronger communities. The challenge isn’t whether to engage cultural leadership or adopt AI. It's how to integrate the two, creating trust, sparking imagination, and delivering value that feels personal. That, ultimately, is the next wave of consumer branding.

Ayanna Alexander-Laine is general partner of Freedom Trail Capital, a VC firm investing in consumer startups founded and authentically associated with A-list talent.