Willow Cox is a final-year BA (Hons) Fashion Marketing with Management student at Winchester School of Art, University of Southampton. With a passion for behavioural science, cultural shifts, and emotionally intelligent storytelling, her work explores how psychological marketing strategies can be reimagined to encourage underconsumption in fashion. Her interest in consumer psychology began with a simple question: why do certain marketing tactics work so effectively? That curiosity evolved into a deeper exploration of how marketing can shape—not just drive—consumer behaviour. Willow believes that by understanding the psychology behind consumption, fashion can sell more responsibly and ethically. Her dissertation investigated how fast fashion leverages cognitive bias, emotional priming, and social proof to fuel overconsumption—and whether those same strategies can be ethically repurposed to support mindful buying habits. Fashion, for Willow, is a daily psychological experience: a mirror of identity, routine, and culture. Willow’s Final Major Project, Together, For Our Future, proposed a WRAP-aligned, government-backed campaign targeting Gen Z. It used emotional storytelling, gamified second-hand shopping, influencer partnerships, and immersive brand activations to position underconsumption as not only responsible but aspirational. She further sharpened her strategic and creative thinking during a placement year in Main Campaign Marketing at JD Sports. There, she supported global campaigns including Forever Forward and Start Fresh, coordinating international rollouts and contributing to in-store activations, campaign shoots, and media planning. Insight-led and culturally attuned, Willow’s work sits at the intersection of marketing and behavioural change. She aims to build a career creating campaigns that do more than sell—campaigns that shift values, inspire responsibility, and align brands with positive change.