The world-building economy

Financialization of culture: Why do business models increasingly look alike?

Welcome to financialization of culture. In this issue:

• World-building as a business model — Companies now create immersive brand ecosystems instead of standalone products.
• Cultural IP expansion — Entertainment franchises (The White Lotus, Stranger Things, Barbie) extend into fashion, home decor, beauty, hospitality, and more.
• Monetizing across industries — Brands no longer stay in their lane; entertainment, retail, hospitality, beauty, and sports all intersect.
• Modern licensing trends — Brands are consumed together across categories, allowing for limitless cross-industry collaborations.
• Examples of success — The White Lotus partners with Four Seasons and CB2; Stranger Things has Monopoly and Polaroid; Barbie and Wicked pull brands into their world.
• Tastemakers vs. Trend makers — Some brands (Prada, A24) maintain long-term influence, while others (Barbie, Stranger Things) capitalize on short-term cultural waves.

Read the full analysis on The Sociology of Business.