Marketers:The trifecta of behaviour change

Birds of the same feather need not flock together. If that is not what is conventional accepted wisdom, so be it!

The millennial mindset of preferring experiences over ownership might be common to both GenZ and Baby boomers.

Stereotyping a Target Audience will not serve the purpose. Focusing on mindset, affinity, context can be a much better option.

Changing behaviour is a Herculean task. Ask any marketer who has tried this with newspapers, cigarettes or even Operation Systems.

The trifecta that drives behaviour change are status roles, affinity and convenience. Brands like Amazon, Nike, Starbucks, Beats or social pro bono work volunteers have all been willingly onboarded using these.

Change is fundamentally catalyzed by a realization that the status quo is no longer an option. We change when the costs of?not?changing become painfully clear.?Without a compelling case for change, we simply revert to our old habits and ways of working — to the known and familiar.

You would have heard of this brand called Betty Crocker fabled for their Cake Mixes- when they launched, it was launched as a plug & play product, get the mix into the oven and voila, the cake is ready! Guess what? The brand bombed in the market.

They went back into the market wherein they gave only a 70% ready product and got the customer to participate and work on the remaining 30%- now guess what? The product was a raging success.

Same thing applied to Ben & Jerry when they launched their Lavender flavor- it bombed..comeback kid was twinned with Vanilla( the most popular and relatable flavour) and presto..

Creative pursuits that aim at changing behavior should be hinged on layering the novel on the already familiar.

As a brand owner or marketer, if you are keen on ' behaviour change ' and how it works, you can read this article in BrandKnew

ENDS