Your paid team needs Organic Demand - why PR Is Your Secret Weapon for H2

As we move into the second half of the year, one thing is clear: paid marketing is more competitive - and more expensive than ever.

In e-commerce the pressure on ad budgets is real. CPA’s are up. Audiences are fatigued. And with tracking limitations and platform changes, brands are finding it harder to maintain the same return they had even a year ago.

Meanwhile, consumers have become more discerning. They’re not just clicking because you showed up in their feed. They want real recommendations, engaging content, and brands that feel human.

That’s where organic demand comes in.

What is organic demand—and why does it matter?

Organic demand is when your brand is sought out, talked about, and trusted without you having to pay for the attention. It’s when someone:

• Finds you through a recommendation from a friend

• Follows you because your content is genuinely valuable or entertaining

• Searches for your product after seeing it mentioned by someone they trust

• Signs up because they feel like they already know you

In a landscape where paid is becoming trickier to execute well - organic demand is your differentiator.

The opportunity for H2

H2 can be about building real traction through brand, content and community. We believe the brands who win in the next 6–12 months will:

- Create content that connects, not just converts
- Build trust and visibility through credible people (founders, fans, influencers, team)
- Invest in storytelling, positioning and brand recall
- Focus on “word of mouth engines” that scale without ad spend

This isn’t a “turn off paid” argument. Paid can still work—but it’s expensive fuel without a working engine underneath. Organic demand is what makes the engine run.

Want help creating an organic demand plan?

We’re working with founders and marketing leads on plans that help spark organic growth—through strategic content, PR, brand storytelling and more.

We’re also exploring the idea of hosting a working retreat day: a small, focused session where a handful of founders and marketing leads can join us to develop demand strategies that actually work for their brands.

If that sounds like something you’d like to be part of—let us know. We’re gauging interest now, and would love to hear from you.

Would you be interested in joining a working retreat day focused on creating organic demand? Hit reply or drop me a note. Let’s make something powerful happen this H2.