The old playbook is dead. For decades, brands controlled the narrative — building awareness through campaigns, shaping demand through careful planning, and earning shelf space through forecasts and brand equity. Not anymore.

In this episode of the Chingona Chair, Alex Garza sits down with Lilia Arroyo-Flores of Digame Consulting and Diana Leza Sheehan of PDG Insights to dig into a fundamental shift reshaping retail: demand is now built in real time, driven by culture, creators, and platforms like TikTok and Instagram — often before brands or retailers even know what's happening.

They explore why cottage cheese became a protein superstar, how "boy kibble" went from Latino dinner staple to Fortune article, and why the brands winning right now aren't always the biggest ones — they're the ones with the most authentic permission to play. ...