Umair Haque is the founder of Eudaimonia and Co, which is also on Medium where he is a prolific writer. He is also the director of Havas Media Lab and a London-based consultant. His initial training was in neuroscience. He believes that our current capitalist principles are outdated because consumers are misguided to purchase products that do not benefit them in best ways possible. He believes the cost-benefit analysis should be re-examined to increase customer loyalty.