Prof. Ben Voyer explores how mindfulness shapes consumer choices and marketing strategies

In this episode of ESCP Edge, Professor Ben Voyer shares how mindfulness can transform consumer behaviour and what this means for marketers and entrepreneurs.

In a world of instant purchases and constant algorithmic nudges, consumers make thousands of choices each day—often on autopilot. Professor Ben Voyer, an expert in behavioural science and the Scientific Director of the Research Chair Turning Points (Cartier – ESCP – HEC Paris) within the ESCP Innovation and Entrepreneurial Transformation Institute, is investigating how to disrupt modern consumption habits and help consumers shift from impulse to intention.

Can mindfulness change how we consume?

“I’m currently doing quite a bit of research that draws from behavioural science,” says Voyer. “I'm interested in understanding how you can slow people's consumption patterns or change the kind of preferences that they may have towards slower forms of consumption.”

His research explores how mindfulness can shift preferences and influence purchasing decisions. “In some of our research, we use mindfulness techniques to test and show that mindfulness—a state of being in the moment—actually shapes what you want, how you choose to consume, and what you prefer.”

How mindfulness shapes consumer choices: insights from the research

One study explored how mindfulness might influence consumer perception in the luxury sector. Participants engaged in a brief meditation session before being shown various products and brands. Some products featured very visible logos—a concept in consumer psychology known as “loud” branding—while others had much subtler branding.

The findings were striking. “When people were not in that mindful state, they were much more likely to want the loud, visible branding. When people were in a more mindful state, they were much more into the ‘quiet’ branding,” Voyer shares.

The findings are consistent with existing research on the power of mindfulness and how it can help people slow down and focus. Mindfulness can significantly affect consumer choices, steering preferences away from automatic accumulation and toward more intentional, reflective decisions.

Choice architecture: influencing consumer behaviour

“Consumers like choice, but they hate choosing,” says Voyer. “If you understand that, you understand why we need behavioural science.” How we frame choices and design the context around them can significantly influence outcomes.

“Every time a consumer or employee engages in a behaviour—whether it’s being on time at a meeting, buying your product over the competition, or downloading your app—they are facing a choice,” adds Voyer. “We can frame and understand this choice and eventually we can build what we call in behavioural science an 'architecture of choice.'”

By framing consumer behaviour as a series of choices, Professor Voyer underscores the importance of behavioural science in deciphering the decision-making process. His research reveals that while consumers are overwhelmed by choices, understanding and influencing these decisions through mindfulness can lead to more sustainable consumption patterns.

What this means for business and sustainability

Professor Voyer’s work offers valuable insights for entrepreneurs and marketers alike. By integrating mindfulness techniques into their strategies, businesses can better understand their customers and design products that truly resonate with their values. In a market where consumers are increasingly seeking authenticity and intentionality, these findings provide a blueprint for achieving a positive social and environmental impact.

As companies strive to create products that not only meet market demands but also promote sustainability and mindful consumption, the choice architecture developed through Professor Voyer’s research could prove to be a vital tool in the evolving landscape of modern entrepreneurship.

Watch the full episode of ESCP Edge featuring Professor Ben Voyer

See more episodes of ESCP Edge, our video podcast spotlighting ESCP professors working at the intersection of research, impact, and new ways of thinking.