Our latest think piece, 'How to best leverage insights from behavioural science to build new consumer habits' is the first in a new ‘Best Practice’ series we have been asked to write for Warc.
As we all know habits make up a huge proportion of our daily lives. Habits can also explain why half of new products fail: When new behaviours – new products or services – are not adopted, the problem often lies not in a lack of awareness or knowledge in the consumer, or even a lack of intention to use, but in the failure to change existing habits or adopt new ones.
In this think piece we list six strategies (see image below) on how to steer people to build new habits, drawing on academic insight, simple illustrations as well as five case studies to show how these strategies can lead to sustainable behaviour change.
Together, they provide a complete toolbox for the marketer or behavioural change practitioner to go out and help build a new habit in virtually any area!
You can read this best practice paper here.