The DTC Reckoning: What CPG Brands Should Learn

The DTC wave showed traditional CPG brands what a direct customer relationship actually looks like. But as DTC darlings struggle with rising CAC and logistics costs, the lesson isn't 'go direct' — it's 'get closer to your customer regardless of channel.'

Smart CPG brands are now building hybrid models: retail distribution for reach, direct channels for data and loyalty, and creator partnerships for cultural relevance. The brands winning aren't choosing one channel — they're orchestrating all of them.