Brands Briefing: More brands are on the hunt for a head of TikTok Shop as they try to define a social commerce strategy

In conversations with executives this summer, one consistent theme has been that everybody is trying to court a new demographic that’s in a slightly higher income bracket than their core customer. Or, they're grappling with how to get their highest spenders to spend more. Here's what's driving seemingly every brand to try to position themselves as a premium brand.