Future Commerce

VC Partner Predicts the Next Billion-Dollar Brand

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Maveron partner Natalie Dillon joins Brian and Alicia to challenge the consumer-collapse narrative: sentiment sits at post-9/11 lows while spending breaks records. Natalie sheds light on truths of today’s consumer, who is skeptical but continually shopping amid a cultural undertow where AI adoption stays surprisingly shallow, Gen Z turns skeptical, and analog living re-emerges as status. PLUS: Are cults the new future of commerce? 

Your Gen Z Consumer Is Busy Touching Grass
Key takeaways:
  • Shoppers reallocated rather than retreated. Stats show fewer purchases that are higher value and more intentional. 
  • AI adoption stays shallow, but health and wellness is the emerging opportunity, especially among consumers aged 35+. 
  • Gen Z, the presumed AI natives, skew most negative, fueling an analog revival.
  • Costco remains the disciplined benchmark for marketing, merchandise, and customer experience.
  • [26:30] "Gen Z spikes the most negative on AI across age groups, which was shocking." — Natalie Dillon
  • [43:09] "I do think some companies still look to Costco…but I think no one has disciplined themselves to the extent that Costco has." — Natalie Dillon
    • Associated Links:
    • Learn more about Maveron
    • Maveron consumer research report
    • "Your Body is a Data Land" (Future Commerce, 2017)
    • Check out Future Commerce on YouTube
    • Check out Future Commerce Plus for exclusive content and save on merch and print
    • Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
    • Listen to our other episodes of Future Commerce

      • Have 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!


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      Future CommerceBy Phillip Jackson, Brian Lange
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