of the United Kingdom’s capitol city.
Last year’s superlatives were a big hit, so we’re bringing them back to rank our top insights, essays, and articles for the year!
New here? We don't do traffic rankings or 'Best Of' vanity lists. These are the pieces that shaped how we think about commerce, culture, and what's coming next.
Yep, it’s about to get weird.
Most Likely to Say, ‘How Do You Do, Fellow Kids?’
Fandom, Participation, and the New Consumer Playbook
Gen Z is influencing the future of commerce, and Gen Alpha isn’t far behind. In fact, both cohorts are on track to influence $12T and $5T in global spending by 2030, respectively. But to engage these digitally native consumers, brand leaders must understand how their minds and hearts work.
We explored how young consumers’ participation in cultural, media, and digital communities influences what they buy and why. From the IRL impact of Roblox to the meme-ification of everything, brands have an entirely new playbook for marketing, product development, and even fulfillment.
👾 Explore the psyche of young consumers.
Best Dragging of a Heritage Brand
Why Most Cultural Collabs are a Farce
Insider Trends’ Jack Stratten came out swinging with his first piece for Future Commerce. Jack has spent years touring major retail markets and distilling how new trends in design and in-store experience reflect changing consumer behaviors. One big trend really grinds his gears: cultural collaborations. He shares why activations from Kate Spade and Burberry prove that most examples from this new playbook are hollow at best, and why every brand should be more like IKEA.
🍻 Cultural collabs need the pub treatment.
Most Likely to Get Us Yelled At (But We Were Right)
What Happens When Politicians Become Cultural Critics?
We’re always mindful of when and how we talk about politics. But no one can ignore that, in 2025, politics and commerce were even more intertwined. The world stage is no longer in formal briefing rooms. It's on social media, and politicians are going HAM. They’re flipping the script on influence by sharing memes, raw commentary, and unedited video clips on topics ranging from current political events to pop culture.
But what does it mean when a politician’s influence goes beyond legislation and into the public market? In this Member Brief, we considered how politics can shape the future of commerce, culture, and taste as we know it.
If you’re a true politico, be sure to dig into our policy coverage, which includes the first 100 days of the Trump administration, and why we believe the Commerce Secretary is so much more than a consolation prize.
The Story That Made Us Hate Pink and Green
The Merch Collabosphere is Too Big to Ignore
Major movie releases have long been a breeding ground for product launches. Still, the blockbuster success of Wicked, KPop Demon Hunters, and other films confirms that the collabosphere is bigger (and weirder) than ever.
Our exploration of the latest Wicked: For Good marketing cycle breaks down how brands can determine whether they can, and should, participate in major media moments.
Most Likely to Ruin Your Black Friday Plans
Did Our Phones Actually Murder Black Friday?
Deloitte’s holiday sales predictions in September set the tone for the holiday season: while the firm anticipated an increase between 2.9% and 3.9%, these projections were much lower than past results. To what did they attribute this shift? We chipped away at the layers of nuance. This wasn’t just about consumers participating in “couch commerce.”
Merchants were completely rewriting the holiday shopping playbook by blurring the lines between seasons and using holiday-centric marketing messaging on summer sales events. We may be winding down our 2025 holiday initiatives, but this essay reaffirms a new retail reality that all merchants need to consider.
🤳 Here’s why holiday shopping hits different.
Most Existentially Terrifying (In a Fun Way)
AI Imaginary Friends and the Future of Brand Relationships
From stuffed animals to cars, humans have a long history of bringing inanimate objects to life. This is how we bridge connections and, eventually, build relationships. AI agents are our new “imaginary friends,” and we are relying on them more for guidance, comfort, and even love. This isn’t just shaping the nature of humanity; it’s shaping the dynamics of commerce.
🤖 Navigate new planes of connection.
Most Likely to Inspire Your New Year’s Resolution
A Wellness Debrief, Just Before Resolutions Season
Wellness is a $2T global industry, and that number will get a nice bump amid Resolutions Season. Which brands and categories have most to gain from consumers’ focus on implementing lifestyles that focus on mental, emotional, and physical well-being? We analyzed the latest data from the Kearney Consumer Institute to understand new consumer behaviors, product trends (especially in food and beverage), and new ways brands can stand out.
Best Deep Dive into the Post-eCommerce World
Agentic Commerce and the eCommerce Site’s Existential Crisis
The title really says it all. As new agentic commerce capabilities enter the market, merchants must face a new reality: consumers are moving to a neutral destination for inspiration and comprehensive product recommendations. What do their branded environments need to become to design for both agents and consumers effectively? We asked experts from IDC Retail Insights and IM Digital for answers.
🎨 Designing a new future for eCommerce.
Thank you all for an incredible 2025. We’ll see you in 2026!
Last year’s superlatives were a big hit, so we’re bringing them back to rank our top insights, essays, and articles for the year!
New here? We don't do traffic rankings or 'Best Of' vanity lists. These are the pieces that shaped how we think about commerce, culture, and what's coming next.
Yep, it’s about to get weird.
Most Likely to Say, ‘How Do You Do, Fellow Kids?’
Fandom, Participation, and the New Consumer Playbook
Gen Z is influencing the future of commerce, and Gen Alpha isn’t far behind. In fact, both cohorts are on track to influence $12T and $5T in global spending by 2030, respectively. But to engage these digitally native consumers, brand leaders must understand how their minds and hearts work.
We explored how young consumers’ participation in cultural, media, and digital communities influences what they buy and why. From the IRL impact of Roblox to the meme-ification of everything, brands have an entirely new playbook for marketing, product development, and even fulfillment.
👾 Explore the psyche of young consumers.
Best Dragging of a Heritage Brand
Why Most Cultural Collabs are a Farce
Insider Trends’ Jack Stratten came out swinging with his first piece for Future Commerce. Jack has spent years touring major retail markets and distilling how new trends in design and in-store experience reflect changing consumer behaviors. One big trend really grinds his gears: cultural collaborations. He shares why activations from Kate Spade and Burberry prove that most examples from this new playbook are hollow at best, and why every brand should be more like IKEA.
🍻 Cultural collabs need the pub treatment.
Most Likely to Get Us Yelled At (But We Were Right)
What Happens When Politicians Become Cultural Critics?
We’re always mindful of when and how we talk about politics. But no one can ignore that, in 2025, politics and commerce were even more intertwined. The world stage is no longer in formal briefing rooms. It's on social media, and politicians are going HAM. They’re flipping the script on influence by sharing memes, raw commentary, and unedited video clips on topics ranging from current political events to pop culture.
But what does it mean when a politician’s influence goes beyond legislation and into the public market? In this Member Brief, we considered how politics can shape the future of commerce, culture, and taste as we know it.
If you’re a true politico, be sure to dig into our policy coverage, which includes the first 100 days of the Trump administration, and why we believe the Commerce Secretary is so much more than a consolation prize.
The Story That Made Us Hate Pink and Green
The Merch Collabosphere is Too Big to Ignore
Major movie releases have long been a breeding ground for product launches. Still, the blockbuster success of Wicked, KPop Demon Hunters, and other films confirms that the collabosphere is bigger (and weirder) than ever.
Our exploration of the latest Wicked: For Good marketing cycle breaks down how brands can determine whether they can, and should, participate in major media moments.
Most Likely to Ruin Your Black Friday Plans
Did Our Phones Actually Murder Black Friday?
Deloitte’s holiday sales predictions in September set the tone for the holiday season: while the firm anticipated an increase between 2.9% and 3.9%, these projections were much lower than past results. To what did they attribute this shift? We chipped away at the layers of nuance. This wasn’t just about consumers participating in “couch commerce.”
Merchants were completely rewriting the holiday shopping playbook by blurring the lines between seasons and using holiday-centric marketing messaging on summer sales events. We may be winding down our 2025 holiday initiatives, but this essay reaffirms a new retail reality that all merchants need to consider.
🤳 Here’s why holiday shopping hits different.
Most Existentially Terrifying (In a Fun Way)
AI Imaginary Friends and the Future of Brand Relationships
From stuffed animals to cars, humans have a long history of bringing inanimate objects to life. This is how we bridge connections and, eventually, build relationships. AI agents are our new “imaginary friends,” and we are relying on them more for guidance, comfort, and even love. This isn’t just shaping the nature of humanity; it’s shaping the dynamics of commerce.
🤖 Navigate new planes of connection.
Most Likely to Inspire Your New Year’s Resolution
A Wellness Debrief, Just Before Resolutions Season
Wellness is a $2T global industry, and that number will get a nice bump amid Resolutions Season. Which brands and categories have most to gain from consumers’ focus on implementing lifestyles that focus on mental, emotional, and physical well-being? We analyzed the latest data from the Kearney Consumer Institute to understand new consumer behaviors, product trends (especially in food and beverage), and new ways brands can stand out.
Best Deep Dive into the Post-eCommerce World
Agentic Commerce and the eCommerce Site’s Existential Crisis
The title really says it all. As new agentic commerce capabilities enter the market, merchants must face a new reality: consumers are moving to a neutral destination for inspiration and comprehensive product recommendations. What do their branded environments need to become to design for both agents and consumers effectively? We asked experts from IDC Retail Insights and IM Digital for answers.
🎨 Designing a new future for eCommerce.
Thank you all for an incredible 2025. We’ll see you in 2026!
Last year’s superlatives were a big hit, so we’re bringing them back to rank our top insights, essays, and articles for the year!
New here? We don't do traffic rankings or 'Best Of' vanity lists. These are the pieces that shaped how we think about commerce, culture, and what's coming next.
Yep, it’s about to get weird.
Most Likely to Say, ‘How Do You Do, Fellow Kids?’
Fandom, Participation, and the New Consumer Playbook
Gen Z is influencing the future of commerce, and Gen Alpha isn’t far behind. In fact, both cohorts are on track to influence $12T and $5T in global spending by 2030, respectively. But to engage these digitally native consumers, brand leaders must understand how their minds and hearts work.
We explored how young consumers’ participation in cultural, media, and digital communities influences what they buy and why. From the IRL impact of Roblox to the meme-ification of everything, brands have an entirely new playbook for marketing, product development, and even fulfillment.
👾 Explore the psyche of young consumers.
Best Dragging of a Heritage Brand
Why Most Cultural Collabs are a Farce
Insider Trends’ Jack Stratten came out swinging with his first piece for Future Commerce. Jack has spent years touring major retail markets and distilling how new trends in design and in-store experience reflect changing consumer behaviors. One big trend really grinds his gears: cultural collaborations. He shares why activations from Kate Spade and Burberry prove that most examples from this new playbook are hollow at best, and why every brand should be more like IKEA.
🍻 Cultural collabs need the pub treatment.
Most Likely to Get Us Yelled At (But We Were Right)
What Happens When Politicians Become Cultural Critics?
We’re always mindful of when and how we talk about politics. But no one can ignore that, in 2025, politics and commerce were even more intertwined. The world stage is no longer in formal briefing rooms. It's on social media, and politicians are going HAM. They’re flipping the script on influence by sharing memes, raw commentary, and unedited video clips on topics ranging from current political events to pop culture.
But what does it mean when a politician’s influence goes beyond legislation and into the public market? In this Member Brief, we considered how politics can shape the future of commerce, culture, and taste as we know it.
If you’re a true politico, be sure to dig into our policy coverage, which includes the first 100 days of the Trump administration, and why we believe the Commerce Secretary is so much more than a consolation prize.
The Story That Made Us Hate Pink and Green
The Merch Collabosphere is Too Big to Ignore
Major movie releases have long been a breeding ground for product launches. Still, the blockbuster success of Wicked, KPop Demon Hunters, and other films confirms that the collabosphere is bigger (and weirder) than ever.
Our exploration of the latest Wicked: For Good marketing cycle breaks down how brands can determine whether they can, and should, participate in major media moments.
Most Likely to Ruin Your Black Friday Plans
Did Our Phones Actually Murder Black Friday?
Deloitte’s holiday sales predictions in September set the tone for the holiday season: while the firm anticipated an increase between 2.9% and 3.9%, these projections were much lower than past results. To what did they attribute this shift? We chipped away at the layers of nuance. This wasn’t just about consumers participating in “couch commerce.”
Merchants were completely rewriting the holiday shopping playbook by blurring the lines between seasons and using holiday-centric marketing messaging on summer sales events. We may be winding down our 2025 holiday initiatives, but this essay reaffirms a new retail reality that all merchants need to consider.
🤳 Here’s why holiday shopping hits different.
Most Existentially Terrifying (In a Fun Way)
AI Imaginary Friends and the Future of Brand Relationships
From stuffed animals to cars, humans have a long history of bringing inanimate objects to life. This is how we bridge connections and, eventually, build relationships. AI agents are our new “imaginary friends,” and we are relying on them more for guidance, comfort, and even love. This isn’t just shaping the nature of humanity; it’s shaping the dynamics of commerce.
🤖 Navigate new planes of connection.
Most Likely to Inspire Your New Year’s Resolution
A Wellness Debrief, Just Before Resolutions Season
Wellness is a $2T global industry, and that number will get a nice bump amid Resolutions Season. Which brands and categories have most to gain from consumers’ focus on implementing lifestyles that focus on mental, emotional, and physical well-being? We analyzed the latest data from the Kearney Consumer Institute to understand new consumer behaviors, product trends (especially in food and beverage), and new ways brands can stand out.
Best Deep Dive into the Post-eCommerce World
Agentic Commerce and the eCommerce Site’s Existential Crisis
The title really says it all. As new agentic commerce capabilities enter the market, merchants must face a new reality: consumers are moving to a neutral destination for inspiration and comprehensive product recommendations. What do their branded environments need to become to design for both agents and consumers effectively? We asked experts from IDC Retail Insights and IM Digital for answers.
🎨 Designing a new future for eCommerce.
Thank you all for an incredible 2025. We’ll see you in 2026!
Last year’s superlatives were a big hit, so we’re bringing them back to rank our top insights, essays, and articles for the year!
New here? We don't do traffic rankings or 'Best Of' vanity lists. These are the pieces that shaped how we think about commerce, culture, and what's coming next.
Yep, it’s about to get weird.
Most Likely to Say, ‘How Do You Do, Fellow Kids?’
Fandom, Participation, and the New Consumer Playbook
Gen Z is influencing the future of commerce, and Gen Alpha isn’t far behind. In fact, both cohorts are on track to influence $12T and $5T in global spending by 2030, respectively. But to engage these digitally native consumers, brand leaders must understand how their minds and hearts work.
We explored how young consumers’ participation in cultural, media, and digital communities influences what they buy and why. From the IRL impact of Roblox to the meme-ification of everything, brands have an entirely new playbook for marketing, product development, and even fulfillment.
👾 Explore the psyche of young consumers.
Best Dragging of a Heritage Brand
Why Most Cultural Collabs are a Farce
Insider Trends’ Jack Stratten came out swinging with his first piece for Future Commerce. Jack has spent years touring major retail markets and distilling how new trends in design and in-store experience reflect changing consumer behaviors. One big trend really grinds his gears: cultural collaborations. He shares why activations from Kate Spade and Burberry prove that most examples from this new playbook are hollow at best, and why every brand should be more like IKEA.
🍻 Cultural collabs need the pub treatment.
Most Likely to Get Us Yelled At (But We Were Right)
What Happens When Politicians Become Cultural Critics?
We’re always mindful of when and how we talk about politics. But no one can ignore that, in 2025, politics and commerce were even more intertwined. The world stage is no longer in formal briefing rooms. It's on social media, and politicians are going HAM. They’re flipping the script on influence by sharing memes, raw commentary, and unedited video clips on topics ranging from current political events to pop culture.
But what does it mean when a politician’s influence goes beyond legislation and into the public market? In this Member Brief, we considered how politics can shape the future of commerce, culture, and taste as we know it.
If you’re a true politico, be sure to dig into our policy coverage, which includes the first 100 days of the Trump administration, and why we believe the Commerce Secretary is so much more than a consolation prize.
The Story That Made Us Hate Pink and Green
The Merch Collabosphere is Too Big to Ignore
Major movie releases have long been a breeding ground for product launches. Still, the blockbuster success of Wicked, KPop Demon Hunters, and other films confirms that the collabosphere is bigger (and weirder) than ever.
Our exploration of the latest Wicked: For Good marketing cycle breaks down how brands can determine whether they can, and should, participate in major media moments.
Most Likely to Ruin Your Black Friday Plans
Did Our Phones Actually Murder Black Friday?
Deloitte’s holiday sales predictions in September set the tone for the holiday season: while the firm anticipated an increase between 2.9% and 3.9%, these projections were much lower than past results. To what did they attribute this shift? We chipped away at the layers of nuance. This wasn’t just about consumers participating in “couch commerce.”
Merchants were completely rewriting the holiday shopping playbook by blurring the lines between seasons and using holiday-centric marketing messaging on summer sales events. We may be winding down our 2025 holiday initiatives, but this essay reaffirms a new retail reality that all merchants need to consider.
🤳 Here’s why holiday shopping hits different.
Most Existentially Terrifying (In a Fun Way)
AI Imaginary Friends and the Future of Brand Relationships
From stuffed animals to cars, humans have a long history of bringing inanimate objects to life. This is how we bridge connections and, eventually, build relationships. AI agents are our new “imaginary friends,” and we are relying on them more for guidance, comfort, and even love. This isn’t just shaping the nature of humanity; it’s shaping the dynamics of commerce.
🤖 Navigate new planes of connection.
Most Likely to Inspire Your New Year’s Resolution
A Wellness Debrief, Just Before Resolutions Season
Wellness is a $2T global industry, and that number will get a nice bump amid Resolutions Season. Which brands and categories have most to gain from consumers’ focus on implementing lifestyles that focus on mental, emotional, and physical well-being? We analyzed the latest data from the Kearney Consumer Institute to understand new consumer behaviors, product trends (especially in food and beverage), and new ways brands can stand out.
Best Deep Dive into the Post-eCommerce World
Agentic Commerce and the eCommerce Site’s Existential Crisis
The title really says it all. As new agentic commerce capabilities enter the market, merchants must face a new reality: consumers are moving to a neutral destination for inspiration and comprehensive product recommendations. What do their branded environments need to become to design for both agents and consumers effectively? We asked experts from IDC Retail Insights and IM Digital for answers.
🎨 Designing a new future for eCommerce.
Thank you all for an incredible 2025. We’ll see you in 2026!
Last year’s superlatives were a big hit, so we’re bringing them back to rank our top insights, essays, and articles for the year!
New here? We don't do traffic rankings or 'Best Of' vanity lists. These are the pieces that shaped how we think about commerce, culture, and what's coming next.
Yep, it’s about to get weird.
Most Likely to Say, ‘How Do You Do, Fellow Kids?’
Fandom, Participation, and the New Consumer Playbook
Gen Z is influencing the future of commerce, and Gen Alpha isn’t far behind. In fact, both cohorts are on track to influence $12T and $5T in global spending by 2030, respectively. But to engage these digitally native consumers, brand leaders must understand how their minds and hearts work.
We explored how young consumers’ participation in cultural, media, and digital communities influences what they buy and why. From the IRL impact of Roblox to the meme-ification of everything, brands have an entirely new playbook for marketing, product development, and even fulfillment.
👾 Explore the psyche of young consumers.
Best Dragging of a Heritage Brand
Why Most Cultural Collabs are a Farce
Insider Trends’ Jack Stratten came out swinging with his first piece for Future Commerce. Jack has spent years touring major retail markets and distilling how new trends in design and in-store experience reflect changing consumer behaviors. One big trend really grinds his gears: cultural collaborations. He shares why activations from Kate Spade and Burberry prove that most examples from this new playbook are hollow at best, and why every brand should be more like IKEA.
🍻 Cultural collabs need the pub treatment.
Most Likely to Get Us Yelled At (But We Were Right)
What Happens When Politicians Become Cultural Critics?
We’re always mindful of when and how we talk about politics. But no one can ignore that, in 2025, politics and commerce were even more intertwined. The world stage is no longer in formal briefing rooms. It's on social media, and politicians are going HAM. They’re flipping the script on influence by sharing memes, raw commentary, and unedited video clips on topics ranging from current political events to pop culture.
But what does it mean when a politician’s influence goes beyond legislation and into the public market? In this Member Brief, we considered how politics can shape the future of commerce, culture, and taste as we know it.
If you’re a true politico, be sure to dig into our policy coverage, which includes the first 100 days of the Trump administration, and why we believe the Commerce Secretary is so much more than a consolation prize.
The Story That Made Us Hate Pink and Green
The Merch Collabosphere is Too Big to Ignore
Major movie releases have long been a breeding ground for product launches. Still, the blockbuster success of Wicked, KPop Demon Hunters, and other films confirms that the collabosphere is bigger (and weirder) than ever.
Our exploration of the latest Wicked: For Good marketing cycle breaks down how brands can determine whether they can, and should, participate in major media moments.
Most Likely to Ruin Your Black Friday Plans
Did Our Phones Actually Murder Black Friday?
Deloitte’s holiday sales predictions in September set the tone for the holiday season: while the firm anticipated an increase between 2.9% and 3.9%, these projections were much lower than past results. To what did they attribute this shift? We chipped away at the layers of nuance. This wasn’t just about consumers participating in “couch commerce.”
Merchants were completely rewriting the holiday shopping playbook by blurring the lines between seasons and using holiday-centric marketing messaging on summer sales events. We may be winding down our 2025 holiday initiatives, but this essay reaffirms a new retail reality that all merchants need to consider.
🤳 Here’s why holiday shopping hits different.
Most Existentially Terrifying (In a Fun Way)
AI Imaginary Friends and the Future of Brand Relationships
From stuffed animals to cars, humans have a long history of bringing inanimate objects to life. This is how we bridge connections and, eventually, build relationships. AI agents are our new “imaginary friends,” and we are relying on them more for guidance, comfort, and even love. This isn’t just shaping the nature of humanity; it’s shaping the dynamics of commerce.
🤖 Navigate new planes of connection.
Most Likely to Inspire Your New Year’s Resolution
A Wellness Debrief, Just Before Resolutions Season
Wellness is a $2T global industry, and that number will get a nice bump amid Resolutions Season. Which brands and categories have most to gain from consumers’ focus on implementing lifestyles that focus on mental, emotional, and physical well-being? We analyzed the latest data from the Kearney Consumer Institute to understand new consumer behaviors, product trends (especially in food and beverage), and new ways brands can stand out.
Best Deep Dive into the Post-eCommerce World
Agentic Commerce and the eCommerce Site’s Existential Crisis
The title really says it all. As new agentic commerce capabilities enter the market, merchants must face a new reality: consumers are moving to a neutral destination for inspiration and comprehensive product recommendations. What do their branded environments need to become to design for both agents and consumers effectively? We asked experts from IDC Retail Insights and IM Digital for answers.
🎨 Designing a new future for eCommerce.
Thank you all for an incredible 2025. We’ll see you in 2026!
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