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 Ken’s “Blue Dot Consumer” theory and introduce the "Shopping Consciousness Spectrum," and examine how it influences not just how we live as individuals, but how we operate as brands.

The Always-On Consumer of Today Builds the B2M (Business-to-Machine) Reality of Tomorrow.

Key takeaways:

• 48% of consumers maintain perpetual mental shopping lists; for millennials, it's 2 in 3. Commerce has become a cognitive state.
• Gen Z is twice as likely as Boomers to wake with commerce on their minds: Different generations, fundamentally different relationships.
• The trust paradox: consumers share intimate details with AI but abandon carts when asked to create accounts or commit.
• 2026 success requires understanding perpetual consideration. Be present throughout the journey, not just during traditional shopping windows.

In-Show Mentions:

• Ken Hughes - Customer Experience Expert & Behavioral Science Specialist
• Get Taylormaking by Ken Hughes
• New Modes Research: How AI is Shaping New Commerce Contexts and Expectations
• Learn more about Commerce

Associated Links:

• Check out Future Commerce on YouTube
• Check out Future Commerce Plus for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!