Media & Press

Stay updated with Paco Underhill's latest thoughts and insights directly from his LinkedIn feed

Video Appearances

Career Club Live with Bob Goodwin

Paco Underhill – Why We Buy and How We Eat – LinkedIn Live

Paco Underhill, Author of Why We Buy will join us to discuss his new book, How We Eat. He will detail the total transformation underway that impacts how we produce, get, and consume our food. Paco also reveals where our eating and drinking lives are headed. He is also the Founder of the leading retail insights firm, Envirosell.
February 2025
Video Interview
AARP Washington

Smarter Supermarket Shopping with Paco Underhill

Want to save money at the grocery store? The “Guru of Retail” Paco Underhill exposes the hidden tactics that get you to spend more than you need to. Do you know why stores are laid out the way they are? Paco wrote the book on influencing shoppers to buy and he reveals the secrets here.
February 2025
Video Feature
Burning Questions | A Podcast from 500 Degrees

Understanding Consumer Behavior With Paco Underhill

Joining us for this inaugural episode is New York Times best-selling author (Why We Buy: The Science of Shopping) and behaviorist, Paco Underhill. Discover the major factors that influence customer actions and how you can leverage that information to your advantage.
July 2024
Video Podcast
Newsweek

Why Are We Unwilling to Pay For Shipping After Already Spending A Lot Online?

Have you ever checked Amazon prices while shopping inside a store? Environmental Psychologist Paco Underhill shares a new trend he’s observed and how consumer behavior has shifted dramatically over the past several years in Episode 2 of “Why Do We?” with Martin Lindstrom.
March 2024
Video Interview
University of Arkansas Marketing

Paco Underhill Answers Marketing Students Questions

Educational session answering student questions about retail psychology, consumer behavior, and career insights in marketing.
November 2023
Video Interview
The Charles Mizrahi Show

The Science of Shopping

Exploring the detailed methodologies and insights behind retail psychology and the science of consumer decision making.
October 2023
Video Interview
The CPG Guys

Paco Underhill – author of ‘why she buys’ talks all things 2021 omnichannel retail

Comprehensive conversation on the evolution of omnichannel retail strategy and gender-specific purchasing behaviors.
July 2023
Video Interview
Capsule Design

Think & Link with James Damian and Paco Underhill

An intellectual sparring session with James Damian, former head of design from Best Buy and the author of “Why We Buy” Paco Underhill, challenging each other to elevate how we study and design experiences.
June 2023
Video Feature
Richard Hsu

Hsu Untied interview with Paco Underhill, Author of “Why We Buy: The Science of Shopping”

In this engaging conversation between Richard Shu and Paco Underhill, Paco, a leading expert in shopper behavior and retail environments, shares insights from his nearly five decades of research into why people buy things and how physical and digital shopping experiences shape consumer behavior.
June 2023
Video Feature
Strand Book Store

Paco Underhill: How We Eat: The Brave New World of Food and Drink

A virtual event with environmental psychologist Paco Underhill, discussing his new book, “How We Eat: The Brave New World of Food and Drink.”
January 2023
Video Presentation
Poughkeepsie Journal

Paco Underhill tours a New York Wegmans

Paco Underhill has been telling global retailers how to read customers for decades. Here is what he found when he toured a New York Wegmans.
December 2022
Video Feature
Nudgestock

The future of retail in a post-pandemic world – Paco Underhill

Paco delves into how retail tactics have evolved to adapt to biological constants (like handedness and vision changes) and societal shifts, especially highlighted in a post-pandemic world.
November 2022
Video Presentation

Podcast & Radio Appearances

Work for Humans with Dart Lindsley

Why We Buy: The Science of Consumer Behavior Explained | Paco Underhill

In this episode, Dart and Paco discuss: Paco’s books, How We Eat and Why We Buy, observational research behind retail and consumer behavior, the 6 things you must consider when discussing work or retail, and more!
July 2024
Podcast Interview
Tell Me Something Good About Retail

Paco Underhill on Reinventing the Retail Experience [Episode 412]

Discussion on how innovative retail experiences are transforming consumer expectations and engagement in the modern marketplace.
April 2024
Podcast Interview
A SEAT at THE TABLE

Conversations with Today’s Top Industry Leaders

An in-depth interview focusing on the future of retail and evolving consumer behaviors in the digital age.
March 2024
Podcast Interview
WSL Strategic Retail

How We Eat – The Brave New World of Food and Drink with Paco Underhill | EP32

Exploring the transformations in food and beverage consumption patterns and retail strategies in a post-pandemic world.
February 2024
Podcast Interview
University of Arkansas

Paco Underhill on How We Eat

Academic discussion on changing food consumption patterns and their implications for retail and marketing strategies.
January 2024
Podcast Interview
Immersive Consumer Behavior

Paco Underhill – Immersive Consumer Behavior

Deep dive into the latest research on immersive consumer experiences and the psychology of shopping behavior.
December 2023
Podcast Interview
Scott Martin | Groundswell Origins

Paco Underhill | The OG of retail anthropology

The Groundswell Origins Podcast interviews legends in marketing and business, as well as the influential and the fascinating across industries, to learn about what it takes to create sustainable growth in your bottom line and impact.
December 2023
Podcast Interview
RTE Radio 1

Charity Shop: Where We Buy feature

Special feature discussing the unique retail environment of charity shops and changing consumer attitudes towards second-hand purchasing.  
September 2023
Radio Interview
JLL – Retail Real Estate

The Science of Shopping (with Paco Underhill) – Where We Buy Episode #132

Discussion on the intersection of retail science, real estate strategy, and consumer behavior in modern shopping environments.  
August 2023
Podcast Interview

Online Articles

The Robin Report
Forget stale department stores—museums are the new retail battleground, captivating audiences with a potent blend of culture, education, and entertainment! This piece reveals how institutions are transforming their retail spaces into vibrant, curated emporiums, offering unique, artisanal merchandise that transcends mere souvenirs and appeals to a generation hungry for authentic, story-rich acquisitions.
March 2017
Online Article
The Robin Report
The rebirth of Lower Manhattan, capped by the ambitious Westfield World Trade Center, presents a fascinating yet complex challenge for retail, as it attempts to fuse a transportation hub, a solemn memorial, and a luxury shopping destination. This piece critically examines whether the mall’s high-end tenant mix and monumental design truly align with the distinct needs of its three key constituents: the digitally savvy local residents, time-pressed financial workers, and reverent international tourists, ultimately questioning if architectural grandeur can translate into genuine shopping success amidst a site charged with profound emotional significance.
September 2016
Online Article
The Robin Report
In a surprising twist, the booming, cash-fueled men’s sneaker departments in luxury stores, alongside flourishing global gray and black economies, reveal that cash remains king, challenging traditional notions of wealth and consumer spending. This piece delves into the hidden financial realities that impact retail, urging businesses to re-evaluate how they measure economic activity and connect with diverse customer segments operating outside the mainstream financial system.
September 2016
Online Article
The Robin Report
Just 38 miles from the world’s most dangerous border lies South Korea, a nation that has transformed itself into a global economic powerhouse and a surprising wellspring of modern consumer culture. This piece reveals how a blend of engineering prowess, intellectual capital, and the explosive global reach of K-Pop and Korean Telenovelas are not only shaping Asian consumer trends but also driving the future of industries from electronics to automotive, making South Korea an undeniable force in 21st-century commerce.
April 2015
Online Article
Despite the pervasive digital lives of Gen Z, the enduring allure of physical retail remains undeniable, with shopping serving as a vital social outlet and a quest for unique, authentic experiences. This piece boldly challenges the notion of retail’s demise, asserting that while traditional models falter, the human need for ‘stuff’ and the joy of discovery will perpetually fuel innovation, paving the way for a revitalized landscape where emotional connection trumps mere transaction.
September 2015
Online Article
The Robin Report

A Parking Lot Story

Beyond mere asphalt, the often-overlooked parking lot is emerging as the next frontier in retail innovation, with Brazilian mall developers ingeniously transforming these barren spaces into vibrant community hubs and unexpected profit centers. This piece reveals how a simple shift in perspective—from viewing parking as a cost to a dynamic opportunity for placemaking—is attracting new customer segments, boosting sales, and redefining the very essence of the shopping destination.
July 2015
Online Article
As traditional retail empires crumble under the weight of commodity pricing and digital transparency, the triumphant tale of Murray’s Cheese offers a vital blueprint for reinvention, proving that artisanal quality, immersive experiences, and genuine passion can elevate a brand far beyond mere transactions. This piece champions the power of ‘connoisseurship’ and authentic engagement, urging retailers to embrace innovation and cultivate memorable, sensory-rich environments that defy the mundane and foster true customer loyalty.
June 2015
Online Article
The Wall Street Journal
Comprehensive forecast on retail trends, technological innovations, and changing consumer expectations shaping the next decade of shopping.
April 2015
Print & Online Feature
The Robin Report
Step into the high-stakes world of Shanghai’s luxury mall wars, where innovative concepts like the culture-infused K11 and the late-night-focused IAPM are battling for the hearts and wallets of China’s burgeoning elite. This captivating exposé reveals how these architectural marvels are redefining the shopping experience, proving that in a city of 24 million, success hinges on delivering unique propositions that resonate with discerning, time-rich consumers, not just endless escalators.
March 2015
Online Article
Unlock the secrets of hyper-local innovation! This piece unveils how emerging markets are ingeniously transforming retail, from Sumba’s trust-based roadside gas kiosks and the Philippines’ meal-sized product repackaging to India’s mobile-driven ‘kirana’ stores and Mexico’s family-centric credit banking. Prepare to have your assumptions about sophisticated sales shattered as we explore how these grassroots strategies are redefining convenience, accessibility, and financial inclusion for billions.
December 2014
Online Article
Western jewelry retail is a diamond in the rough, lacking the sensuality and celebration found in vibrant Middle Eastern souks, where opulent displays and personalized service transform transactions into emotional milestones. This insightful critique urges a radical reinvention of the traditional jewelry store, advocating for a more immersive, customer-centric experience that embraces desire and reflects evolving consumer demands.
October 2014
Online Article
Our visual language is rapidly evolving, forcing retailers to strategically rethink how screens are deployed in physical spaces. While once a novelty, the effective use of in-store digital displays hinges on careful placement, compelling, concise content, and seamless integration with human interaction, proving that the future of retail tech isn’t about ‘more screens,’ but smarter, more intuitive applications that enhance the customer journey.
August 2014
Online Article

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