July 28-30, 2026
The Westin La Paloma Resort & Spa, Tucson, AZ
Paco Underhill
Our keynote speaker, Paco Underhill, brings a wealth of expertise and a unique global perspective on consumer behavior, making him an invaluable guide for public lands leaders navigating the evolving dynamics of connecting with diverse audiences in meaningful ways.
At TerraSync, Paco will deliver a presentation on PostPan Retail, a concept he coined that explores how shifts in consumer behavior and market conditions in the post-pandemic era are reshaping both retail and public spaces. Drawing from insights in his best-selling book, Why We Buy: The Science of Shopping, Paco will discuss strategies for optimizing visitor engagement, enhancing services, and driving revenue by aligning operations with the changing expectations and preferences of today’s visitors.
We invite you to learn from Paco at TerraSync, where he will guide us in navigating the intersection of consumer behavior, culture, and innovation with purpose and creativity!
Global Expert in Consumer Behavior
Paco Underhill is a renowned researcher, author, and speaker whose groundbreaking work has transformed the way organizations understand and interact with their audiences. As the founder of Envirosell Inc., Paco has led research in 50 countries, working with over one-third of the Fortune 100 list. His clients span industries such as retail, technology, healthcare, and cultural institutions, making him a trusted advisor to global brands.
Paco’s ability to analyze consumer behavior both in physical and digital spaces has set him apart. His pioneering research into prototype testing for stores, restaurants, and bank branches remains a cornerstone of his work, while his influence now extends to global tech companies, airports, theme parks, and more.
Acclaimed Author and Educator
Paco is the author of Why We Buy: The Science of Shopping, an international bestseller used in MBA programs, design schools, and training programs around the world. His newest book, How We Eat: The Brave New World of Food and Drink, explores the evolving landscape of food and drink and has been a hit with both print and audio audiences, landing on Amazon’s bestseller list. Paco’s writings are also featured in English as a Second Language (ESL) textbooks, emphasizing his role as an educator across diverse audiences.
Cultural Advocate and Speaker
As the son of a diplomat, Paco grew up across the globe, gaining a deep understanding of cultural nuances and consumer behavior. This global perspective has fueled his ability to connect with audiences worldwide. Paco’s engaging “edutainment” style combines humor with insight, making his presentations both memorable and transformative. He has spoken to merchants, marketers, government agencies, and students across 50 countries, leaving a lasting impact wherever he goes.
