In this engaging discussion, Richard Shotton, author known for his insights on consumer behavior, and Dr. Nicki Morley from Kantar dive into the transformative potential of behavioral science in marketing. They explore how biases shape consumer choices and the importance of data-backed strategies. The duo also highlights the role of social identity in purchasing habits, offering tips for sustainable branding. Featuring real examples, they emphasize balancing established insights with innovative approaches to connect with diverse audiences.