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Future Commerce
Ecology and The Death of Culture™
Feb 14, 2025
Sharon Guillem, Senior Vice President at Feedonomics, and Wayne Strap, E-commerce product strategist at Codal, dive into the chaotic world of influencer marketing. They discuss how backlash can paradoxically boost visibility, with Poppi’s Super Bowl fiasco as a case study. The conversation also explores shifting meanings of 'culture' in food branding, the rise of participatory advertising, and the evolving landscape of e-commerce strategies. Expect humor and insight into how technology reshapes marketing in today’s competitive landscape.
01:33:14
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Quick takeaways
- The podcast underscores the shift from 'culture' to 'ecology' in commerce to emphasize the interconnectedness of relationships and sustainability.
- Poppy's influencer marketing campaign illustrates the risks brands face in social media, where well-intentioned efforts can lead to backlash and image challenges.
Deep dives
The Concept of Ecology vs. Culture in Commerce
The discussion highlights the evolving terms used in commerce, particularly the shift from 'culture' to 'ecology.' The speakers argue that while 'culture' has become overused and lacks specificity, 'ecology' captures the complexity and interconnectedness of commerce, akin to how living systems work. This change reflects a broader recognition that commerce is not just transactional but also involves relationships, sustainability, and shared values. By adopting the term 'ecology,' the speakers aim to underscore the need for a deeper understanding of the commerce landscape, where both people and products exist within a network of influences.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode