We’re not scientists. We’re not academics. We’re a creative agency hell-bent on showing how behavioural economics makes marketing budgets work harder.
It should be but it isn’t. Much of it sets out to change awareness, attitudes or intentions. All of which can be steps on the road to behaviour change but aren’t always. Millions of marketing dollars are wasted chasing ‘intermediary’ objectives that look good on charts but never actually change anyone’s behaviour.
Conscious thinking uses up to 40% of your body’s energy - which you might need to escape a predator later in the day. So, over millions of years, natural selection gave us the ability to make more than 90% of our decisions using shortcuts based on subconscious cues in the world around us. By understanding these ‘cognitive biases’ and ‘heuristics’, we can unpack why and how marketing works and make marketing budgets go further.
First, we identify the vital behaviour we need to change. Next, we understand the behavioural triggers and barriers to that change. Then, we use our tendency cards to inspire creative ideas based on behavioural science.
1. What behaviour do we
need to change?
2. What behavioural principles resist and enable change?
3. Ideas inspired by understanding behaviour
Because cognitive biases and heuristics are behavioural tendencies rather than hard and fast rules, we created a set of 70-plus Tendency Cards. Not only are they a practical tool to inspire ideas, they’re a metaphor for how we want everyone at Behaviour Change Partners to think.
Click below for some examples of the thinking behind our work for clients and prospective clients.
We could talk all day about the application of behavioural science and how much more effective it makes marketing. And it would be great to do so. If you’d like to find out more about us - what we do and what we can do, grab a coffee or just introduce yourself, get in touch!