The sixth annual
Unreasonable event
September 30, 2026
Indianapolis
THE HOW AND WHY
OF CUSTOMER CHOICE
Gather alongside marketers from across the country for a conference that explores the science behind consumer decision-making.
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At Unreasonable, we take an in-depth, research-based look at consumer behavior.
Science continues to show us that consumers don’t make buying decisions rationally. At Unreasonable, we’ll dive into that research—with talks from the scientists, academics, and creative minds who conduct it. Connect with other marketers, see the subconscious factors that influence consumer choices, and learn how to harness that knowledge to shift behavior.
We’d like to thank Cummins, our partner in thought leadership, for sponsoring this year’s conference.
Why Unreasonable?
Today many marketing leaders and CEOs continue to cling to the misguided notion that their customers are mostly rational beings—and that their buying decisions are based more on reason than emotion. More logic and less gut. More need and less want.
This misunderstanding is understandable because we humans are all somewhat fooled by our own sense of rationality. But an abundance of research over the past thirty years has revealed that we all actually behave “unreasonably,” often basing decisions on factors we’re not even aware of. This event is a window into this important work, and will hopefully convince you to think very differently about how to communicate with and study consumers and their behavior.
Location
Since its foundation, we’ve proudly hosted the Unreasonable conference at Newfields: A Place for Nature and the Arts. The Newfields Campus spans 152 acres of forests, waterways, gardens, and venues ranging from the Indianapolis Museum of Art to the Tobias Theater—a 530-seat auditorium that Indianapolis Monthly magazine called “the best screening room in Indianapolis.”
Conference attendees spend most of the day in the Tobias Theater, and enjoy a break for lunch in the Randolph H. Deer Special Events Pavilion.
Tickets
Each ticket provides all-day access to Unreasonable and includes a catered lunch and a post-event happy hour. Special pricing is available for students, non-profits, and groups larger than five people; reach out to events@yandl.com for more information.
WE TOOK UNREASONABLE ON THE ROAD TO SXSW 2026
Unreasonable by Nature: The Psychology of Consumer Choice | SXSW 2026
At SXSW 2026, Tom Denari (President & CEO, Young & Laramore) moderated a discussion about the hidden factors behind human decision-making.
FEATURING THREE PANELISTS AND ALUMNI SPEAKERS FROM THE UNREASONABLE CONFERENCE:
- KEISHA CUTRIGHT, PHD (DUKE UNIVERSITY - THE FUQUA SCHOOL OF BUSINESS)
- RYAN HAMILTON, PHD (EMORY UNIVERSITY - GOIZUETA BUSINESS SCHOOL)
- ALIX BARASCH, PHD (UNIVERSITY OF COLORADO BOULDER)