Behavioral science shows : we need feedback. Feedback is an efficient ‘nudge’ in order to help decision-making. We adapt our way of doing stuff, see the impact & fine-tune if necessary.
The issue : Feedback of climate change is rare. Mostly the damage we inflict on the planet is slow, far away, hence invisible. We don’t immediately suffer from the 2° temperature rise, the melting icebergs or rising sea levels. Not just yet. Human reaction is then (unconsciously): “It wasn’t me”, “What difference will my little efforts make?”, “What’s the link between not taking my car today and the planet in 2030?”, etc.
Last october, Richard H. Taler received the Nobel Prize for Economics for his work on psychological and social mechanisms which enter into action in our decision-making. In his book 'Nudge' with Cass Sunstein he lays out his theory behind nudge marketing.
Nudges? They’re little influences that softly and subtly steer a consumer choice, based on fine understanding of human decision mechanisms.
Softly as no one likes being forced or manipulated. This choice architecture takes into consideration how people chose before building any choice context. Examples? It can be an opt-out that gets a trillion times more conversions than an effortful opt-in (Defaul...
Differentiation is how your brand is set apart from competition. Without differentiator consumers have no basis for choosing you over competitors (or maybe just price?). “Differentiation is the essence of strategy, the prime source of competitive advantage.1 “High-growth firms are 3x more likely to have a strong differentiator”.2
To have an impact on growth, differentiation must be perceived. It only becomes a Unique Selling Proposition (USP) if you’re able to communicate it.
But before we talk ‘being different’, we need to tick all the boxes of “Relevance”. Do you have what it takes to play in this category? To be relevant as a car bran...