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.