Ken Hughes

Consumer & Shopper Behaviouralist and CX Strategist


Ken Hughes is now acknowledged as being one of the world’s leading authorities on consumer and shopper behaviour, blending his understanding of consumer & cyber psychology, digital anthropology, and retail futurology to explore the needs of the new consumer and predict changes to come. Ken advises some of the biggest brands in the world on customer experience, omnichannel strategy, shopper marketing, retail trends, the millennial and Gen Z shopper and the peer-to-peer economy. As an accomplished author, TED speaker, part-time university professor and actor, his performances are not only insightful and thought-provoking, but are infamous for their sheer passion, energy and wit.

The Race for Relevance with the Modern Consumer

Data is the new oil. We hear that all the time. But you can do nothing with oil. You have to refine it, create something useful from it, if you want it to drive your innovation engine. It’s the same with data and how we action and personalize the experience.


In this speech we will explore the new values of the modern consumer. Businesses that can reflect these values back to the shopper ensures their brand and business proposition stays relevant.