Risk, Trust, & the Illusion of a Breakthrough

What does real marketing risk look like in 2026 and why does trust matter more than ever?

In this episode of 87:60, host BJ Kito dives into a wide-ranging conversation on brand risk, cultural backlash, and the myth of breakthrough marketing. Using recent campaigns from brands like YETI and American Eagle as examples, the group debates whether today’s safest strategies are actually the riskiest ones.

The discussion spans generational shifts in trust, the rise of influencer credibility, the difference between controversy and connection, and why brands that try to speak to everyone often end up resonating with no one. It’s an honest look at how culture, timing, and audience perception shape what brands can — and can’t — get away with today.