What We Do

What We Do

AlterAction is a marketing consulting firm that specializes in changing human behavior.

We develop and execute strategies for our clients that drive new behaviors among their customers, employees, or constituents. Our work leverages behavioral economic theory, human-centered design principles, and a wide range of digital media and technology tools.

People often ask how we differ from a marketing & advertising agency.  This is what we tell them:

Driving new behaviors is far more complicated than influencing brand preferences. So while a well-executed advertising campaign might persuade a small percentage of people to reach for a new flavor of toothpaste, convincing people to brush their teeth in the first place demands multiple interventions in multiple arenas.

That’s why we tackle human behavior challenges with a much larger, more comprehensive toolbox than advertising alone. Yes, we may develop data-driven media campaigns for our clients, but we are just as likely to propose new product or service offerings, business process modifications, or strategic alliances.

Our clients are large federal agencies such as US EPA and HHS, Fortune 500 firms including CSX and UPS, and leading nonprofits like Sierra Club and the Environmental Defense Fund.

For Corporations:

driving new behaviors among customers or employees

strategies and services for driving new behaviors among customers or employees

For example our clients have asked us…

  • How do we convince our customers to sign up for electronic bill payment? Example…
  • How can we reduce employee turnover?
  • What can we do to maximize voluntary participation in a study of consumer behavior?
  • How can we persuade vehicle operators to become more fuel-efficient drivers? Example…
  • How do we encourage employees to share their business knowledge and expertise with colleagues? Example…

For Nonprofits & Government:

driving new behaviors among constituents or communities

strategies and services for driving new behaviors among constituents or communities

For example our clients have asked us…

  • How can we nudge car buyers towards more environmentally friendly purchasing decisions? Example…
  • How can we convince homeowners in flood-prone areas to help boost purchases of flood insurance? Example…
  • How can we convince more Americans to become organ and tissue donors? Example…
  • How can we create a compelling on-line experience that will engage existing customers and reach new ones? Example…