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Zana Busby

Zana Busby is an experienced psychologist, keynote speaker, coach, and author. She has spent over two decades studying and practising psychology, the main focus on common mental health conditions and consumer psychology. She is a Principal Practitioner member of the Association for Business Psychology.


About Zana Busby

Zana Busby speaks fluent English, Macedonian, Serbo-Croatian and intermediate Bulgarian. Linguistically diverse, she has an advantage in bringing about positive change by understanding the clients’ world through multiple linguistic lenses rather than one. Her main focus is on the role emotions, cognition, mood and gender differences play in shaping and influencing the customer journey and consequently consumer buying decisions and behaviour.


Zana Busby holds academic qualifications in both mental health and business psychology. This puts her in a unique position to offer valuable insights and practical advice to clients on a number of issues. These include overcoming their life challenges and improving both their personal and professional lives.

Prior to joining the Retail Reflections consultancy, where she is a chief psychologist, Zana spent years working in the mental health field. She specialised in anxiety disorders, depression, and relationship coaching.

Zana started her career as a therapist using cognitive behavioural therapy (CBT) and clinical hypnotherapy as primary therapeutic approaches to help people with their mental health and wellbeing.

Her approach to work is human-centred and outcome-focused. Over the years, she has helped clients from different backgrounds and industries, offering psychological therapy and coaching as appropriate to the client’s needs.

Zana’s irrepressible passion for helping people lead healthier and happier lives is guided by her personal values: integrity, empathy, trustworthiness and commitment to her clients.

“Life Equilibrium”

This passion has been demonstrated in the written word, and she is the author of the self-empowerment book “Life Equilibrium”.

First published in Zana’s home country, North Macedonia, the book is now being translated into English. It will soon be available in the bookstores in the UK. The contents are full of practical advice and self-help methods about how to maintain positive mental health and wellbeing, improve interpersonal relationships, and reduce stress in today’s hectic lifestyle.

Although she’s been living longer in the UK than in her native country, Zana is still hugely popular in North Macedonia. She appears regularly as a guest psychologist on TV, talking about the most pressing psychological and emotional issues.

A hugely popular Consumer and Business Psychologist Zana is also a consumer and business psychologist offering insights into decoding the mind of the consumer, based on cognitive-behavioural science.

Focusing on the retail industry for the past few years, Zana has also gained deeper insights into the behaviour, workplace dynamics, and the mental health issues within this context.

Often featured in the media, including BBC Radio, specialist retail press, newspapers and magazines, Zana’s expertise is in much demand. She provides psychological perspective and insights on the impact of the coronavirus crises on people’s mental health, consumer behaviour, and relationships challenges.

Keynote Speaker

Zana is an international keynote speaker delivering insightful presentations that inspire and provoke curiosity. She leaves audiences with a lasting positive impression. A charismatic speaker, Zana commands the stage with her dynamic energy and passion for positively transforming peoples’ lives. This passion allows her to instantly connect with and captivate the audience.

Whether she speaks on topics of consumer psychology, mental health, brand-customer relationship, or emotionally intelligent leadership, Zana’s engaging talks cover a wide range of subjects and provide practical examples with a real-world checklist for brands, retailers, and clients from different industries.

If you want to book Zana for your next conference or event, she can deliver keynote addresses from her proven topics that have been successful with widely varying audiences. She is equally comfortable creating bespoke, niche keynotes to fit your particular requirements.

Zana has a firm grasp of understanding what you want and creating the best solutions for your event – after all, she’s a psychologist! You tell her what you want, she’ll deliver. It’s as simple as that.

Speech Topics

“Retail Trends 2020 – What You Really, Absolutely MUST Know”

“How To Highlight The Cupid Of Your Brand By Using Emotions”

“These People Don’t Use Commas – Gen Z”

“Your Wellness Is Your Wealth – Mental Health Highlights”

“The Psychology of Relationships – How To Avoid Being A Master Of Disaster”

“Human Centric Experiences – The Antidote To A Dystopian Tech State”

“Shifting Consumer Expectations In 21st Century”

“Humans First: Switching On The M Button”

“The Fragile Nature Of Human Decision Making – Cognitive Biases Trick”

“The Psychology Of The Consumer – What You Really Need To Know”

Booking Information


"Zana lit up our event as an expert speaker with her charismatic presence, engaging style and brilliantly informed dissection of the modern consumer. Zana's ability to deliver a no-nonsense appraisal of how brand's need to get a grip on their online feedback got everyone in the room buzzing; her wit, humour and honesty was truly refreshing and I can't recommend her enough - she's a brilliant speaker"

Mark Hook, Global Director of PR & Comms at Brightpearl.

"Our team was delighted to have such a passionate and charismatic speaker at the Future of Retail 2019 conference, Sofia. Zana, we believe your presentation was among the best ones during the event and we are convinced that the information you shared was a huge benefit to the attendees and will impact their future work"

Future of Retail Conference, Sofia.

"Zana presented - “So you think you know your Customer” - at the ECR Ireland Leaders Congress 2018 illustrating how consumers develop cognitive & emotional attachments to brands from her consumer psychologist perspective. It is vital that retailers & suppliers understand neuroscience and how such an understanding can be successfully used in brand campaigns. Zana’s presentation simplified this complex issue by using actual examples and audience engagement and was very well received."

Declan Carolan, General Manager, ECR, Ireland.

"Thank you for doing round of live interviews for BBC Radio. You were stupendous! You were mentioned in our morning meeting! Thanks again star!"

Alex Grundon, Senior Producer, BBC News.

Zana Busby News

May 23, 2022

Top 10 Keynote Speaking Topics of 2022

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