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.
Are you using the digital Uberisation to your advantage?
Whether you’re in B2C or B2B, marketing tools & communication models have been Uberised too (just like taxis or tomtoms). Consumers & prospects alike are being targeted by ever-more relevant, personalised and real-time communications. To achieve impact in the clutter of 6000+ messages per day, companies & brands need to fine-tune their approach.
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...