Will Higham focuses on why customers choose one brand over another when products, pricing, and experience appear similar. A consumer behaviour strategist, he examines how social values, identity, and cultural change shape purchasing decisions, often more powerfully than features or service mechanics.

His work looks beneath surface trends to understand what customers are really signalling through their behaviour. Will helps organisations interpret how attitudes to sustainability, trust, ethics, and purpose influence loyalty and willingness to pay, and where brands misread intention by reacting to headlines rather than evidence. His perspective connects cultural insight with commercial consequence, showing how values translate into choice at the point of purchase.

His talks are insightful and commercially relevant. They focus on how leaders design customer strategies that align with evolving consumer expectations without overcorrecting, posturing, or losing credibility.