Author

Paco Underhill

Global. Funny. Visionary. And more. Paco is the son of an American Diplomat. He grew up in Southeast Asia and Eastern Europe, before returning to the U.S. for high school. He attended Columbia University and Ehwa University, in Seoul, Korea before getting his undergraduate degree from Vassar College. He has spent the past 40 years as an inventor of tools to understand human behavior and predict the future.

Here’s even more. Founder and former CEO of Envirosell Inc. for 34 years a Behavioral Research and Consulting firm based in New York City with global offices. Paco’s expertise is in the meeting point of the physical and digital worlds, including stores, banks, airports, libraries, museums, shopping malls, offices, cruise ships, model homes, and websites.  His  work has been profiled in The New Yorker Magazine, Smithsonian Magazine, and others.

Paco is author of multiple global bestselling books – including Why We Buy:  The Science of Shopping published in 27 languages and used in design schools and MBA programs all over the world.  Other books include Call of the Mall, What Women Want, and How We Eat – The Brave New World of Food and Drink.

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The Meaning of Time

February 11, 2014
All of us move through our lives with a clock ticking inside our heads. Even in troubled economic situations, time, rather than money, is our ...
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Field Notes on the New Face of Affluence, the Migration of Wealth and Changing Cityscapes

January 13, 2014
The most frightening story of 2013 that reverberated across the retail world was the terrorist assault on the Westgate Mall in Nairobi, Kenya. More than ...
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Darkness at Dawn

December 16, 2013
The closer you get to the Equator, the more dawn and dusk become switches rather than transitions. It’s dark, it’s light. I’ve learned as a ...
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Musings on Who’s Really Addressing the Aging

October 23, 2013
America’s Care Providers My mother died two weeks ago at age 90. She had been diagnosed with Dementia 10 years ago. Her slide into darkness ...
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A Secret (Sensual) Garden

September 11, 2013
For more than 40 years, I’ve been making the pilgrimage to the greenhouses on the campus of Wellesley College. Named for the eminent Horticulturist Margaret ...
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Caracas Lost Dreams

May 20, 2013
I noted more than a few binoculars focused this morning on the military airfield outside my Caracas hotel. It’s likely they were searching the ground ...
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The Green Marketing Act

April 18, 2013
You got rid of the landline three years ago because two-thirds of your calls were from telemarketers. Then you downgraded your cable service wondering why ...
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African Sun

March 26, 2013
My consulting practice takes me all over the world. Through my travels, I have the unique opportunity to be a student of human nature and ...
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