One of the most interesting aspects of modern political change has been how media consumption has transformed.

Brexit, it’s often said, was won on Facebook. More recently, Donald Trump won by focusing on podcasts like Joe Rogan rather than long-form interviews on CNN.

And of course, it all makes sense. Legacy media is dying and fragmenting, and people are getting their news, insights and entertainment in a wide range of new places.

But while there might be a temptation to view retail separately to what’s happening in media, we shouldn’t.

Retail and media are increasingly intertwined.

But much more importantly, many consumers are likely viewing legacy retail like legacy media: outdated, out of touch, and outside of their interests. 

This is a problem the retail industry, with its obsession with tech and data, isn’t getting to grips with enough.

John Lewis and Macy’s are no different to CNN and the BBC. They’re background noise. And while that continues, it doesn’t matter what they do or say – because no one is listening.

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