Music Can Make You a More Mindful Shopper

Sustainable and conscious consumption is a key for every brand strategy now. Research (survey-based) indicates that customers are increasingly interested in more sustainable, ethical and socially impactful brands.?

Well, but then we look at actual purchase behaviour and it doesn't really reflect the resulta from all these studies, a phenomenon called the ‘attitude-behaviour gap’ or ‘intention-behaviour gap’.

Although many customers say that they want to or even are more sustainable, when it comes to actual purchases, other motivations, like price, design or popularity, are often winning the internal mind fight resulting in less than conscious purchases.?

Various marketing tactics are being used to create a meaningful behaviour change, but have you thought about the music you are using in your adverts or stores? No?! You should.

A 2022 study found that using certain types of music can help to bridge the ‘attitude-behaviour gap’. The research shows that major-mode music (e.g. Beatles 'Let it Be') reduces the attitude-behaviour gap by 40% to 50% and that it is at the smallest when major-mode music is played at a fast tempo. By using this type of music, consumers seem more encouraged to buy sustainable items.?

Next time you are designing a retail store, an advert or an experiential event, think about how you can use music but also other sensory elements to affect not only behaviour but also change internal attitudes and beliefs.?

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