The Science of Shopping: The Emotional Core of Consumer Behavior

For Kate Hardcastle MBE, shopping has never been about the transaction—it’s about emotion. In her keynote at DELIVER America 2025, Hardcastle, dubbed “The Joy Maker,” delivered a fast-paced masterclass on understanding the real psychology behind how and why people buy.

After 30 years working with global giants like Disney, American Express, and Marks & Spencer, she has learned one thing above all: 90% of non-essential buying decisions are emotional. Whether it’s frustration during a return, celebration after success, or comfort in difficult times—people buy based on feelings first, logic later.

From Maslow to Hardcastle: A New Hierarchy of Needs

Referencing her own “Hardcastle’s Hierarchy of Needs,” Kate highlighted that today’s shoppers don’t follow predictable logic. A customer might champion sustainability one moment and buy $5 fast fashion the next. It’s not hypocrisy—it’s human emotion.
Brands that succeed, she argued, are those that understand emotional fluidity and meet customers where they are.

“Consumers will revert to price only if you give them nothing else,” she explained. Respect, authenticity, and emotional connection are what turn transactions into relationships.

Digital Distress and the Need for Simplicity

Hardcastle coined a term for the modern consumer condition: digital distress. With information overload, endless marketing messages, and rising anxiety, people crave clarity and calm. Brands that cut through with simplicity, consistency, and empathy will stand out.

She urged companies to ask:

• Does our communication feel human?

• Are our promises consistent with our actions?

• Do customers feel respected by our brand?

Because in her words, “When a brand says one thing and does another, trust evaporates.”

AI Meets EQ: Bringing Humanity Back to Retail

Despite being a self-confessed “tech geek,” Kate warned against over-automation. Artificial intelligence should empower human connection—not replace it.
“AI will back us up,” she said. “But our job is to bring the human touch.”

With Gen Z raised as digital natives, she believes the brands that will thrive are those that reintroduce humanity, empathy, and storytelling to their customer experience.

Lessons from a World That Craves Joy

Her most powerful example came from the Jellycat retail phenomenon—where adults queue for hours and pay $60 for a plush toy “experience.” Why? Because they’re buying a moment of joy, not just a product.

“People are distressed, they’re sad, they’re frustrated,” she said. “So guess what? People want joy—and it’s okay for us to deliver that.”

The Jellycat story illustrates her thesis perfectly: consumers will pay for emotional satisfaction, even in a world obsessed with price.

Finding the Golden Thread

Hardcastle closed by urging companies to define their true north—a consistent emotional and ethical thread through every touchpoint.
“It’s not about copying competitors,” she said. “Find what makes your brand you. Underpromise, overdeliver, and make it feel human every single time.”

The future of retail, she concluded, belongs to the emotionally intelligent: those who can map the customer’s emotional journey and design moments of delight that feel authentic, respectful, and joyful.