Here at Ideal Marketing, we’re all about connecting businesses with their ideal clients by enabling them to clear the chaos and connect with what truly matters to their customers. So, when MD Jess Shailes was invited to speak at the inaugural TEDxGosport event, she made the most of the prestigious opportunity to explore the hidden forces behind our purchasing decisions.
Jess’s TEDx talk, The Hidden Story Behind Why We Buy, challenges the broken status quo of modern consumerism. Drawing on over 20 years of marketing expertise and personal insights, she explores the unsustainable cycle of impulsive buying and its impact on individuals, businesses, and the environment. The message she delivered loud and clear is that it’s time to embrace conscious consumerism.
Why do we need to urgently rethink why we buy?
In her talk, Jess highlights some staggering statistics including the fact that £60 billion is spent annually on returns in the UK, with £5 billion worth of returned goods ending up in landfill. But beyond the environmental cost and wasted money, there’s another hidden but huge toll on businesses. This is because when customers associate brands with regret or buyer’s remorse, it damages loyalty and trust.
“Many people might expect a marketing professional to seize the opportunity to talk about how to sell more,” Jess explains. “But the more I learn about consumer psychology, the more I realise the most valuable idea I have to offer is to help people understand why they buy. This isn’t just about personal finance; it’s about creating a marketplace where both consumers and businesses truly win.”
A timely message for Christmas
As Black Friday approaches and thoughts turn to Christmas shopping, Jess’s message is particularly timely. She encourages us all to pause and rethink not just what we buy, but why we buy. By prioritising wellbeing, value and sustainability, we can make more thoughtful purchasing decisions that benefit not just ourselves, but those around us.
“We’re all human and susceptible to the short-lived buzz shopping can give us,” Jess adds. “But this Christmas, I’d argue that we’ll all feel a deeper sense of contentment if we wake up knowing we haven’t spent money we don’t have on things we don’t want.”
A talk to inspire change
The response to Jess’s talk has been overwhelmingly positive. Fellow speaker Paula Reid described it as “really impactful…shocking statistics, humour, metaphor, and intelligence – all in 17 minutes. It packed a punch.” TEDx speaking coach Adele Deasy even shared, “Your talk has changed my habits for life.”
At Ideal Marketing, we believe in the power of meaningful connections – whether it’s between businesses and their customers or individuals and their purchasing decisions. Jess’s TEDx talk is a powerful reminder that marketing isn’t just about selling; it’s about creating value and fostering trust.
Let us help you connect with your ideal customers
If you’re ready to take the guesswork out of your marketing and focus on what truly matters – connecting with your ideal customers – we’re here to help. At Ideal Marketing, we specialise in creating clear, actionable marketing plans tailored to your business.
Let’s work together to simplify your marketing and amplify your results. Get in touch with us today to start your journey from confusion to clarity.
Watch the talk
Ready to rethink your buying habits and discover the hidden story behind why we buy? Watch Jess’s TEDx talk on YouTube: The Hidden Story Behind Why We Buy.
