Phillip Jackson is the Co-founder of Future Commerce, a media company helping retailers and e-commerce companies understand the future of commerce and culture. With an engaged global audience of over 100,000 executives, his reach spans seven retail and digital commerce-focused content realms. As a writer, speaker, and marketer, Phillip has spent decades shaping brands and e-commerce businesses, guiding them from $10 million to $100 million and beyond.

Brands are vying for consumer attention online, but trends have become relative to specific audiences. As consumers are overwhelmed by purchasing choices and brands seek differentiation, holidays and other cultural events have become perpetual marketing campaigns. How does this relentless pursuit of relevance impact culture and commerce, and how can brands contribute to this discourse?

With diverse cultural experiences under his belt, Phillip Jackson recognizes the relationship between culture and commerce, maintaining that e-commerce brands shape societal culture and consumer behaviors. He says to embrace this fusion by incorporating cultural motifs into your branding strategy to resonate with consumers and foster a stronger connection. You can also leverage archetypes to craft engaging brand narratives. Since culture has become commoditized, structuring marketing campaigns to align with societal changes and cultural movements is crucial to expanding your influence.

In the latest edition of the Up Arrow Podcast, Phillip Jackson, the Co-founder of Future Commerce, joins William Harris to discuss the dynamics of commerce as an integral part of culture. Phillip shares how to maintain relevance in a trend-driven market, how e-commerce can reignite the humanities discipline, and how Buy Nothing groups impact consumerism.