Challenge the assumptions behind your consumption! Get curious about why you buy what you do, what stories you’re telling yourself, and how perception changes assumptions about your purchase. Let’s rethink consumption and start making more intentional choices about what we bring into our lives. Dr. Seung Hwan (Mark) Lee is a Professor and Associate Dean at the Ted Rogers School of Management, Toronto Metropolitan University. An award-winning scholar, educator, and thought leader, he is recognized for his expertise in consumer behavior, marketing, and the impact of technology on retail strategy. His research spans AI in banking, virtual fashion, influencer marketing, and retail innovation. A former Editor-in-Chief of Marketing Education Review, Dr. Lee has shaped thought leadership in marketing education. He is a recipient of the TMU Chancellor’s Award of Distinction, the university’s highest teaching honor, recognizing a life-long commitment to teaching and learning excellence. As a member of the Speakers Bureau of Canada, he shares insights on digital transformation and the future of marketing, inspiring the next generation of business leaders. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx