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# Consumer Investing Isn't Dead, Just Radically Smaller
- URL: https://adjacent.media/signals/consumer-investing-isnt-dead-just-radically-smaller/
- Published: 2026-05-12T23:06:14.000Z
- Updated: 2026-05-12T23:06:14.000Z
- Description: The consumer venture space is consolidating around founders with existing distribution, brand recognition, or unfair advantages—not just product ideas.
- Author: Jonathan Greene
- Tags: #signal, theme-consumer, consumer behavior, creator economy mechanics, attention economy

Source: [Newcomer](https://open.substack.com/pub/newcomer/p/consumer-investors-say-their-category)

The consumer venture space is consolidating around founders with existing distribution, brand recognition, or unfair advantages—not just product ideas. Lightspeed's Faraz Fatemi and peers say the category survives, but at a fraction of previous deployment levels and with much higher bars for defensibility. Betting on consumer appeal alone no longer works. This determines which founders get funded (celebrity, operator-turned-founder, platform natives) and which don't, making category selection far less relevant than founder pedigree.