Rethinking Why We Buy

At the inaugural TEDxGosport event held on 16 October 2025, a local marketing consultant delivered a talk that struck a nerve. Jess Shailes, Managing Director of Gosport-based Ideal Marketing, shared her talk titled “The Hidden Story Behind Why We Buy”, arguing that our modern buying habits are unsustainable for people, businesses and the environment. The News

From Impulsive Buying to Conscious Consumerism

Drawing on more than two decades in the marketing industry and personal experience, Jess explored how impulsive buying leads not only to buyer’s remorse, but also to large-scale waste. She highlighted that in the UK alone, around £60 billion is spent annually on returns and that £5 billion worth of those returned goods end up in landfill. The News

Her core message: both consumers and brands can win more by shifting towards thoughtful purchasing rather than mindless spending, and by asking why we buy instead of simply what we buy.

A Timely Message Ahead of Christmas

With the Christmas and Black Friday shopping period looming, Jess’s message is especially timely. She encouraged people to pause and think about the motivations behind their purchases. According to her:

“We’re all human and susceptible to the short‐lived buzz shopping can give us… But I’d argue that on Christmas Day we’ll 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.” The News

Why this Talk Matters for Gosport and Beyond

For the Gosport community, and indeed any consumer-focused audience, this talk taps into three key themes:

• Personal financial well-being: spending with purpose rather than impulse.
• Environmental responsibility: reducing waste from unwanted goods and returns.
• Business integrity: brands building loyalty by helping customers buy wisely instead of just buying more.

Final Thoughts

Jess’s talk demonstrates that the spirit of TEDx isn’t just about bold ideas but also about practical shifts in mindset. For those preparing for the festive season, it’s a call to rethink the story behind our purchases and to align buying with values rather than habit.

This article is adapted from Portsmouth News