VC Partner Predicts the Next Billion-Dollar Brand

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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.