Brian wants to go "woke" hunting, Phillip identifies socially conscious brands, Digiday launches Modern Retail. PLUS: MailChimp creates a content division because, quote, "why not?" Listen now!

Show Notes:

Main Takeaways:

• Brian wants to tell all of us about "woke commerce," and he's taken to Twitter to talk about it
• Will outdoor brands start to cater to hunters and fishers in the counterculture?
• June is Pride Month (Happy Pride!!), and brands are using their platforms to amplify allyship with the LGBTQAI+ community.
• Is Target the more socially conscious version of Walmart?
• Phillip really wants Brian to get hate mail.

Brian (And Only Brian) Wants to Talk About "Woke Commerce.":

• Brian wants to talk about woke commerce, which is effectively brands that are aware of and make it clear that they are aware of (and support) modern takes on many issues, for example, Patagonia's multiple campaigns to protect the environment and promote fair labor practices. Also, Patagonia's campaign to rebuke the Trump administration for reducing the size of two national monuments: Bear's Eve and Grand Staircase-Escalante.
• Phillip says that the term "woke" started well and has since been co-opted to mean things outside its original intent.
• Brian lives in Seattle: he knows several people who aren't all in on the current hunting culture (they may well support hunting regulations and increased gun control, but they do like to hunt and find themselves unable to purchase from places in-line with their values.
• The only brands that may be socially conscious, are generally more outdoors brand and not for hunting and fishing: except perhaps Filson's.
• Hunting aside: some brands are very obviously more socially conscious and value driven: like Third Love (Phillip takes a moment to hate on VS) and Everlane.

Creating Content Around Community: The New/Old Way of Commerce:

• For as long as commerce has existed, there has been a sense of community around it. Open air markets where farmers and fisherman etc. came to sell their wares, to church, to sports and all sorts of events.
• Now brands are dually creating products and communities at the same time, like Lively's founder Michelle Cordeiro Grant (or as Lianne refers to her, MCG), who in building Lively has built up a community that has actually resulted in the forming of several female-founded companies, Michelle explains the magic that happens when community meets commerce in her interview with Future Commerce, which is fantastic and inspiring.
• And now Mailchimp is getting in on the action of community-driven commerce, and they've decided to create original content, including a podcast.
• Phillip says Mailchimp has always been more than an email marketing platform, and he could see them acquiring a media company at some point.
• Also: It seems like every media is creating a retail vertical: special shoutout to Hilary Milnes (and Anna Hensel) from Digiday for establishing Modern Retail, which is killing the content game.

Amazon Creates a Credit Card For The Underbanked:

• When we talk about commerce, we tend to forget that there are populations that may be underserved by a lot of the innovations in commerce, and those store closings (like dress barn) may affect significantly, people in rural areas, and those with considerably less disposable income.
• Amazon has created a credit card for those with subpar credit, which is in direct contrast to Apple's card partnership with Goldman's Sachs.
• According to Lauren Thomas of CNBC: "The e-commerce giant partnered with publicly traded bank Synchrony Financial to launch "Amazon Credit Builder" --- a program that lends to shoppers with no credit history or bad credit, who would otherwise be exempt from Amazon's loyalty cards."
• Phillip and Brian seem to disagree on if this is a good idea.
• Brian thinks e-commerce is the answer to store closings.
• The exciting thing about this is that unlike other secured cards Amazon's card comes with some perks, like 5% cashback.
• Amazon also has special programs who are on EBT or Medicaid, and also have student discounts for Prime.
• Phillip wonders if this kind of program for vulnerable populations may be a slippery slope to unethical control of people's entire lives.

We love to hear from our listeners: Do you think brands are doing a good enough job of being socially conscious? Do you think Amazon's new program is a good idea? And what's the best example of a brand creating an inclusive community for their customers?

Let us know in the content section on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram or Linkedin.
Any questions, comments or inquiries, can be emailed to , and if you really want to send Brian hatemail, you can do so at .