Future Commerce

“Backrooms” is officially A24’s most successful film to date. Raking in $212.7B worlwide, its creepypasta origins have generated intrigue and excitement among internet subcultures. Now, brands like IKEA, McDonald’s, Burger King, and even SEGA are seeing it as marketing’s new, must-have color palette, continuing a tradition set by the “Barbie pink” craze of 2023.

We explore the psychology behind color, and why “Backrooms yellow,” when paired with the film’s liminal space, is so effective. Read the full analysis at futurecommerce.com/insiders

What does it mean when a water filter company creates a viral TikTok song and a mass coffee chain onboards a hyper-sexual donut spider as its mascot? Welcome to the age of brands behaving badly, when social media marketers throw out the glossy comms playbook and encourage followers to let their freak flags fly.

This is one cultural aesthetic completely reframing the way brands engage with the world. And we believe it’ll shape the future of commerce. We unpack it all in our latest zine, STRATA.

Visit shop.futurecommerce.com to get your copy.

The data doesn’t lie: Victoria’s Secret has gotten its sexy back. According to the company’s Q1 results, total revenue is up 15.3% YOY, with digital up 8.4%. International revenue has increased nearly 45%. And net income? That has increased a staggering 1,951%. The results show that CEO Hillary Super’s vision is finally being reflected on the balance sheet.

A few things Super has focused on:

⭐️ Doubling down on a core product: For Victoria’s Secret, that’s bras. With strategic focus comes creative prioritization, and with creative prioritization comes consumer attention. The company saw double-digit growth in this area, according to Super.
 
⭐️ Leadership alignment and autonomy: During Shoptalk, Super emphasized the importance of building a leadership team that aligns with your cultural vision. Many of those new hires are approaching their one-year anniversary, which means their work is coming to fruition.
 
⭐️ Stores as a competitive advantage: Victoria’s Secret stores offer proximity, but they also offer the chance to touch and feel a product that, in many cases, acts as a second skin. The power of the ex*****on lies in how each brand, Victoria’s Secret and Pink, comes to life through the senses, but also through service. Super has noted that many associates have spent decades with the brand, and that deep relationship and innate passion for the brand is felt in each interaction.

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The cultural impact of the World Cup is about far more than “love of the game.” It’s also about patriotism, celebration, nostalgia, and belonging. Millions are traveling to experience the games in-person. Billions are streaming and engaging through social. And a growing percentage of fans are shopping brands participating in these moments.

We break down how brands can seize the moment: https://www.futurecommerce.com/insiders

Weekend One of Coachella 2026 generated an estimated $870 million in Media Impact Value. Brands are just starting to figure out what that means.

banned phones. brought caviar. Dating app installed a mechanical bull.

These examples prove that in-person experience is the foundation, but it’s not the end goal. Every element is designed for brand immersion and post-experience social amplification.

We spoke with execs from these companies about how they designed for cultural immersion, and how their experiences at Coachella 2026 will impact their approach moving forward. Get the details at futurecommerce.com/insiders