Don Unser serves as a Senior Advisor with BCE Consulting, bringing more than 35 years of experience at the intersection of retail, consumer behavior, and economic trends. He is currently focused on the evolution of agentic commerce, while continuing his work studying consumer behavior and the future of U.S. retail. Don spent 16 years at Circana (formerly The NPD Group), most recently as Global President of Thought Leadership, advising C-suite executives, boards, and investors on the forces shaping consumer demand across more than $3 trillion in retail sales.

Prior to Circana, Don held senior leadership roles at HP, including Vice President of U.S. Retail Sales, where he led major retail partnerships and go-to-market strategies. He has worked closely with leading retailers, brands, and financial institutions, delivering data-driven insights to inform growth and investment decisions.

Don brings deep expertise in consumer spending trends, retail transformation, and emerging commerce models, including AI-driven discovery and transactions. He has regularly briefed senior leaders across government and industry, including the Federal Reserve, U.S. Census Bureau, and leading Wall Street firms.

At BCE, Don supports clients with strategic insight and forward-looking analysis on the evolving retail and consumer landscape.