Future Commerce [DECODED] The Psychology of Perpetual Commerce: When Shopping Becomes Who We Are
Nov 24, 2025
Join customer experience expert Ken Hughes as he dives into the psychology behind modern shopping. With nearly half of consumers in a state of perpetual purchase consideration, he reveals how shopping has evolved into an identity, particularly for Gen Z. Ken introduces intriguing concepts like the 'Blue Dot Consumer' and the 'Shopping Consciousness Spectrum,' while exploring generational differences, the emotional costs of constant retail contemplation, and the trust paradox between consumers, AI, and brands.
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The Funnel Has Collapsed
- Digital convenience and one-click interfaces collapsed traditional linear purchase stages into immediate decisions.
- Evaluation now happens without a prior need, enabling impulse purchases across platforms and contexts.
Digital Nativity Rewrites Daily Life
- Younger generations treat digital connection as seamless life context, erasing online/offline boundaries.
- Gen Z and Gen Alpha perceive commerce, relationships, and identity through a continuous digital lens.
Reduce Friction To Convert Faster
- Make purchase decisions frictionless to meet customers who avoid effortful choices.
- Reduce decision steps because humans prefer to avoid cognitive work when buying.
