Zana Busby – Business & Consumer Psychologist
Helping leaders and brands understand what makes people tick.
Zana Busby is an accomplished Business and Consumer Psychologist with over 20 years of experience in psychology-driven leadership, behavioural insight, and consumer strategy. With a background that blends academic rigour with boardroom relevance, Zana works with retail brands, organisations, and individuals to improve performance, well-being, and customer connection from the inside out.
“Understanding people isn’t a ‘soft skill’ – it’s a strategic one.”
Her unique approach combines psychological science with commercial acumen to unlock potential in people and businesses alike. Whether she’s supporting senior leaders with executive coaching, building psychologically safe teams, or helping retail clients understand the real ‘why’ behind customer behaviour, Zana brings clarity, empathy, and insight.
Areas of Expertise:
- Leadership Coaching & Personal Effectiveness
- Employee Wellbeing & Workplace Mental Health
- Psychology of Consumer Behaviour
- Behavioural Insight for Marketing & Retail Strategy
- Emotional Intelligence & Decision Making
- Resilience & Change Management
Zana, Outside the Office
Zana enjoys mindful walks, learning something new every day, and nurturing her own wellbeing (so she can help others with theirs). She’s passionate about the power of mindset and brings warmth and wisdom to everything she does.
“When you align how your people feel with how your customers think—you create a business that lasts.”
Zana is also an experienced media commentator, keynote speaker, and trusted voice in consumer psychology. She has appeared on the BBC, Sky News and GB News, and contributed expert commentary in publications like Forbes, Glamour, and The Telegraph. Her ability to translate complex psychological ideas into practical tools is what sets her apart.
Why Work with Zana?
Zana believes that psychology isn’t just about understanding what’s happening it’s about helping people and businesses thrive. She’s a natural communicator and calm authority in fast-paced environments, offering a fresh, science-backed perspective on everything from leadership to customer loyalty.
“I help people see the patterns, then we change the ones that no longer serve them.”
She’s worked with retailers, corporate clients, and founders alike, delivering tailored 1:1 coaching, team workshops, and strategic insight to fuel better decisions, healthier workplaces, and deeper customer relationships.