[DECODED] The Psychology of Perpetual Commerce: When Shopping Becomes Who We Are

Nearly half of all consumers now live in a state of perpetual purchase consideration, maintaining mental shopping lists that are never truly empty. With access to new sources of information and inspiration, they're constantly thinking about what they're going to buy next.

But what happens when commerce isn't just something you do; it's something that you are?

We kick off season 5 of Decoded with behavioral scientist and customer experience expert Ken Hughes, who joins us in exploring how shopping has evolved from an activity into an identity, particularly among Gen Z and Millennials. We unpack...