Politicology ENCORE: Why We Buy
Oct 16, 2025
Marcus Collins, an award-winning marketer and former digital strategist for Beyoncé, dives into the intricate relationship between culture and consumer behavior. He emphasizes that "social media is people," and discusses how understanding this can transform marketing strategies. Collins explores the importance of purpose in advertising, showcasing how brands like Patagonia leverage cultural convictions to resonate deeply with consumers. He also examines the interplay between culture and politics, shedding light on hyperpolarization and decision-making.
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Learn Social Science, Not Jargon
- Read behavioral science to understand people, not just marketing buzzwords; Marcus credits Dan Ariely and others for transforming his practice.
- Apply tested social science findings to make your campaigns more effective rather than relying on jargon.
Start With Why To Move People
- People decide based on beliefs first and facts second, so start messages with why you exist, not what you sell.
- Marcus Collins says emotional conviction activates behavior and then the rational brain rationalizes the choice.
Emotion First, Reason Second
- Decision-making splits across brain systems: emotion-driven limbic responses often precede rational neocortical explanations.
- Marcus Collins argues marketers should activate emotion first, then provide rational reasons to finalize actions.
