Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Interview: Sarah Carter, co-author of How Not to Plan, on using behavioural science to improve health and sustainability
Feb 13, 2025
Join Sarah Carter, Global Planning Partner at Adam and Eve DDB and co-author of 'How Not to Plan,' as she delves into the fascinating world of behavioral science in marketing. She discusses how to effectively encourage healthier choices like eating vegetables and practicing safe sex. With insights on emotional engagement through music and storytelling, Sarah highlights innovative campaigns like 'Eat Them to Defeat Them' that make vegetables appealing to kids. She also explores the significance of empowering agency and tailored messaging in advertising.
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Quick takeaways
- Behavioral science can effectively guide marketing strategies by aligning them with consumer psychology to create resonant campaigns.
- Sarah Carter's transition from the brand side to agency work highlights the value of understanding client perspectives for building credibility.
Deep dives
The Importance of Behavioral Science in Marketing
Behavioral science plays a crucial role in marketing, guiding strategies that align with consumer psychology. Understanding how consumers think and behave allows marketers to create more effective campaigns that resonate with their audience. Sarah Carter reflects on her transition from working on the brand side at Unilever to the agency side, noting that this experience helped her build credibility with clients by better understanding their perspective. She emphasizes that practical application of behavioral science can lead to more meaningful connections between brands and consumers.
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