Paco Underhill

Founding President of Envirosell & Expert On Global Consumer Trends

Paco Underhill
  • Best-selling author of Why We Buy, Calling of the Mall and What Women Want, Paco’s books have been translated into over 26 languages
  • With insightful anecdotes, he breaks down buying behavior and consumerism in the modern era
  • Draws on an entertaining combination of customer interviews and video to back up insights for companies around the globe

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Inspired by the methodologies of urbanist William H. Whyte, and having lived in a multitude of cities around the world as the son of a diplomat, Paco Underhill founded the first iteration of Envirosell in 1977.


A consulting firm that does research in an array of categories, from retail to banking to transportation to manufacturers, Envirosell has worked in 46 countries and with more than half of the Fortune 50 list. With branch offices in China, Korea, Japan, Mexico, and Brazil – it has a global reach. While prototype testing of stores, restaurants and bank branches is still 30% of its business, its largest clients in 2019 are technology companies trying to understand consumer behavior in store, in home, on the job, and online.


Paco is the author of popular books including Why We Buy: The Science of Shopping out in 28 languages and used in MBA programs, Design Schools and Retailing Training Programs across the world. His books and articles are used in English as a Second Language (ESL) textbooks published by both Oxford University Press and National Geographic. His newest book with a working title of The Future of Eating and Drinking will be published by Simon & Schuster in 2021.

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Speaker Video

Why We Buy: The Science Of Shopping. Based on his best-selling book, Paco Underhill reveals how to keep your changing customers and entice new and eager ones. Get fresh observations and important lessons from the cutting-edge of retail, including what retailers are doing right and what they're doing wrong—and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers. Plus, a guided tour of the most innovative stores, malls, and retail environments around the world—almost all of which are springing up in countries where prosperity is new.

Global State Of Retail. The world grows and changes every day, so does the State of Retail. The flexibility to adapt to tomorrow's changes comes from a solid footing today. Paco Underhill reveals the trends to watch to stay on the cutting edge, from changing consumers, communication, leadership issues, human behavior, and the retail tools of tomorrow.

What Women Want. The global marketplace is turning female friendly. Paco Underhill reveals why it is so important to serve women in the marketplace—what makes a product, space, or service female friendly, and why it matters.

Paco Underhill's Additional Speaking Topics, Include:

  • Retail Banking In The 21st Century
  • The Future Of Travel
  • The State Of Luxury Goods
  • Convergence: On-line, Mobile Phone, Bricks, & Mortar
  • The Crisis Of Market Research
  • The Evolution Of The Mobile Phone
  • Trends In Global Shopping Malls
  • The Future Of Bread & Food Service
  • Getting To The Modern Airport

In addition to discussing popular retail topics listed below, presentations can be custom-designed for each organization. They are as varied as his audience members. His relevant and informative messages have given trade associations, conference boards, and corporate retreats insightful information about the global state of retail from the world's foremost shopping anthropologist.

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