How we do it:
“Whatever it Takes…”
Our clients face some pretty daunting challenges, and more often than not, a clever marketing or advertising campaign isn’t going to change much on its own. Because our capabilities are broader than most agencies, we can deploy a w ide range of creative solutions to drive behavior change. For
example, most marketing agencies probably haven’t…
- Developed enterprise software that lets IT managers put idle computers “to sleep” to save energy
- Partnered US EPA with Microsoft, Samsung, and Motorola to develop more energy-efficient
- Assembled a nation-wide clearinghouse of financial incentives to help fleets buy more fuel-efficient
- Convinced executives at dozens of Fortune 500 firms to help the US Dept. of Health and Human Services sign up tens of thousands of organ & tissue donors
…but we have!
Unfair Competitive Advantage?
People are complicated. A bewildering host of factors influence human decision making — see below. If we’ve learned anything over the course of our 25+ year careers, it’s that changing the way people act — or the way groups behave — almost always demands multiple interventions in multiple areas.
That’s why we bring a much larger “toolbox” to behavior change challenges than typical marketing and communications firms: it enables us to attack problems from as many angles as possible. Specifically, we leverage:
- Multi-disciplinary teams
- A consulting process that consistently delivers new insights into peoples’ decision-making processes, the drivers of their current behavior, barriers to alternative action, and levers for change
- Findings from 50+ years of social-psychological research
- Practical lessons from behavioral economic theory
- Human-centered design expertise
- Cutting-edge information technology tools
- Business process re-engineering capabilities
- Strategic partnerships with “like-minded” organizations
- Media (both new and old)
- 25+ years of professional experience marketing social change
Factors that influence human decision making
(a ridiculously condensed list)
- Capacity/Ability — e.g., personal skill sets, environment and context, degree of autonomy or control, effort/investment demanded, the efficacy of specific behaviors, other physical, emotional, and cognitive demands on individuals, etc.
- Expectations — e.g., the perceived expectations of others, social norms (what are people like me doing?), our personal narratives and standards, culture, traditions, etc.
- Consequences — e.g., expected rewards or penalties, perceived degree of risk, feelings/emotions invoked, etc.