Nudge Six eco-brands using psychology to sell
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May 12, 2025 Chris Baker, author of 'Obsolete' and founder of Change Please, shares insights on how eco-brands leverage behavioral science to boost their appeal. He discusses Tony's viral advent calendar and Oatly's impactful coffee redesign. Baker reveals how Ecosia keeps users engaged through clever nudges and the IKEA effect's role in brand loyalty. His work emphasizes the importance of transparency and innovative marketing in transforming consumer habits towards sustainability.
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Change Please's Founding Story
- Chris Baker founded Change Please to tackle homelessness by training homeless people as baristas and providing them with jobs.
- The brand transformed people's perception of the homeless from beggars to skilled workers serving coffee.
Power of Cost Transparency
- Showing a clear cost breakdown of a product increases trust and purchase intent among customers and partners.
- This transparency can shorten sales cycles and distinguish ethical brands from competitors.
Reframing Health Messaging
- Framing a product as "healthy" can reduce its appeal because people associate healthy food with less taste.
- Oatly succeeded after removing health claims and using playful packaging that highlighted taste and lifestyle appeal.
