Just as it is used in social media, the use of the hashtag has become pertinent in the business and marketing world.

Since the hashtag breeds conversation, it can be used by businessess (big or small) to narrow in on what consumers are talking about.  It grants those businesses to then generate products, content and whatever else is needed/wanted by consumers to have a leverage in the market. 

It is supply and demand at its finest, in its most technological state - literally giving the people exactly what they want.