Future Commerce

Andrew McLuhan—author, speaker, and steward of The McLuhan Institute—shares rich, mind-bending perspectives on the current state of culture, media, connection, and commerce. Drawing from a generations-deep intellectual legacy forged by media theorist and philosopher Marshall McLuhan, Andrew explores what it means to live in a world electrified by complete digital immersion.A New Medium Is A New CultureKey takeaways:“I quickly discovered that it’s easy to overwhelm people with too much information. It’s almost the worst thing you can do, because you lose them, and it can be hard to get them back.” – Andrew McLuhan“It’s much easier to teach people one thing at a time than it is to teach them ten things at once.” – Andrew McLuhan“‘A poem can’t mean something that it doesn’t mean to you.’ Which is kind of deep, but it’s not the cop out that you think it is.” – Andrew McLuhan, quoting T.S. Eliot“Marshall McLuhan saw that through human history we’ve been influenced and steered by the structure and nature of our innovations more than by what we’ve done with them. A new medium is a new culture.” – Andrew McLuhan“We don’t like finding out how we’re being used.” – Andrew McLuhan“Commerce is a form of media. It is manipulating people in some way and people are being shaped by it.” – PhillipIn-Show Mentions:How People Are Really Using Gen AI in 2025 – Harvard Business ReviewOther Harvard Business Review pieces:Personalization Done RightThe Consumer Psychology of Adopting AIEric McLuhan’s Taking Up McLuhan’s Cause – re-releasedThe McLuhan InstituteAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and to save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Pini Yakuel, CEO of Optimove, champions positionless marketing, advocating for fluid roles within organizations to harness talent effectively. Nikolas Badminton, Chief Futurist at Futurist.com, explores how AI should enhance creativity, not replace human insight. They discuss the importance of trusting younger leaders, breaking down silos, and embracing chaos in innovative work environments. The conversation also highlights the need for organizations to evolve, balancing technology and creativity for future success in marketing.

Lewis Pugh, an endurance swimmer and environmental activist, shares inspiring stories of pushing boundaries, like swimming at the North Pole, and what brands can learn about purpose from such feats. Ria Chin-You, VP of CRM at DAZN, discusses the challenges of personalizing marketing for 200+ global markets with a small team, while exploring the integration of AI in marketing workflows. Both guests emphasize the importance of emotional drive, agility in marketing, and the cultural nuances that influence effective global communication.

Get ad-free episodes and bonus content, including the full recording of this podcast, by joining Future Commerce+ at futurecommerce.com/plusAccess to our new Word of Mouth Index with Fairing, a brand new member benefitSave 15% on Future Commerce print journals and merchExclusive invites to physical events, dinners, and priority invites to industry events (SXSW, Art Basel, VISIONS)Ad-free episodes and bonus content!

In a captivating conversation, Kelly Cook, the first female CEO of David's Bridal, discusses the brand's exciting transformation. She sheds light on the 'aisle to algorithm' strategy, showcasing how technology is reshaping wedding planning. Kelly emphasizes inclusivity, highlighting the Wildfang partnership that promotes diverse wedding attire. She shares heartwarming stories about helping brides find their unique looks and the deep emotional connections involved. The future of weddings is painted with innovation, featuring AR headsets and non-traditional celebrations.

Daisy Alioto and Francis Zierer, co-founders of Tasteland, dive into the intriguing world of media mergers, focusing on how their brands, Dirt and Creator Spotlight, intertwine. They discuss the evolution of podcasting as a creative outlet and the importance of fostering genuine community connections. The duo emphasizes the delicate balance of personal taste and media influence, touching on the significance of collaboration and the shifting dynamics within the media landscape. Their insights explore how design choices can signal cultural credibility and inspire audiences.

Feat. Josh FriedmanLive from Shoptalk Spring in Las Vegas, Phillip and Brian sit down with Josh Friedman, VP of Digital & eCommerce at Ulta Beauty, for an insider look at how one of America’s leading beauty retailers is evolving its digital experience. From launching a curated, invitation-only marketplace to expanding into wellness and enhancing in-app experiences, Josh shares how Ulta is blending personalization, innovation, and culture to deepen customer relationships. If you're in ecommerce or retail, this episode is packed with insights on community, category expansion, and retail media.Extending the Endless AisleKey takeaways:Curation Over Clutter: Ulta’s invitation-only marketplace prioritizes strategic brand extension over endless assortment, reinforcing its role as a tastemaker rather than a commodity platform.Wellness as a Growth Frontier: Ulta is capitalizing on consumer perception and search behavior to deepen its presence in wellness, positioning beauty and wellbeing as an integrated lifestyle category.Omnichannel Experience, Reinvented: The Ulta app serves as a central digital companion—bridging AR try-ons, real-time inventory, and event discovery to create a seamless, pre- and post-store journey.Community-Led Commerce: Ulta’s growing in-app community fosters peer-to-peer engagement and brand interaction, transforming customer relationships into participatory ecosystems.Tech-Enabled Personalization at Scale: Leveraging Adobe, Miracle, and Databricks, Ulta is advancing real-time personalization, AI-powered merchandising, and a retail media network that integrates seamlessly into its broader ecommerce infrastructure.“We're not going after an endless aisle. We're really just going after an extender.” – Josh Friedman“We want the app to be the destination to have beauty and wellness.” – Josh Friedman“We owe it to our customers to requite them with a personalized experience that’s relevant to them.” – Josh Friedman“Marketplace should be a gateway into experimenting, growing a bit of a business, and becoming a candidate for our physical shelves.” – Josh Friedman“We all have to understand AI-driven commerce as a totally new mode of shopping—it’s not just a new channel.” – Phillip JacksonAssociated Links:Order LORE by Future CommerceCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Marketing expert Elizabeth Schmidt, with a background at Disney and Target, dives into the dynamics of Gen Z marketing and luxury retail. She discusses how brands like Zadig & Voltaire effectively target Gen Z while Gen X parents make the buys. The conversation highlights the revival of nostalgia in retail and the significance of storytelling in advertising. Schmidt also touches on the shifting landscape of luxury branding, emphasizing community and experiential value as key drivers of consumer engagement.

The brilliant Orchid Bertelsen is back with a huge announcement… PLUS: From Aritzia x Sperry's viral fashion to the surprising new role of Amazon in eCommerce, we explore how brands are winning (and losing) in today’s retail landscape.“I Would Sugarcoat This, But You Would Eat That Too”Key takeaways:[00:04:30] The Sperry x Aritzia collaboration is a calculated and strategic flexing of the Aritzia brand to drive traffic by leveraging the resurgence of the boat shoe trend.[00:19:30] The new metric of business health and the future of retail and private equity. [00:44:00] Has SkinnyTok gone too far? [01:02:00] Our heroes of the week: White Lotus and their brand collaborations—authorized and unauthorized—and whoever designed this shirt.[01:05:00] Our villains of the week: Pepsi, for buying Poppi (for $1.7 billion), and the new economic policies and tariff policies that drove Forever 21 and Dollar General out of business. “The average shelf life of a digital skill is roughly 18 months…but I would say it’s 3-6 months.” – Orchid “We know the algorithm is shaping how we think. The crazy part? We’re okay with it.” – Phillip“My TLDR for the next three years? It goes back to business fundamentals. You have to be so diligent about every dollar in and every dollar out and run your business to maximize EBITDA.” – Orchid“Large companies are not in the business of turnaround.” – Orchid “So, Temporarily 21?” – Orchid“Luxury brands think they can raise prices forever. The secondhand market is proving them wrong.” – PhillipIn-Show Mentions:@orchidbert on TikTokSperry x Aritzia collaborationMiu Miu boat shoeI got Severed at Claire’sAssociated Links:Preorder your copy of the LORE Journal by Future CommerceCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Get ad-free episodes and bonus content, including the full recording of this podcast, by joining Future Commerce+ at futurecommerce.com/plusAccess to our new Word of Mouth Index with Fairing, a brand new member benefitSave 20% on Future Commerce print journals and merchExclusive invites to physical events, dinners, and priority invites to industry events (SXSW, Art Basel, VISIONS)Ad-free episodes and bonus content!