This Business News Story Was Uncovered By Us From: https://www.youngupstarts.com/2020/06/11/3-steps-brands-can-take-to-boost-bottom-line-by-creating-behavior-change/
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by Myriam Sidibe, author of “Brands on a Mission“
As the US reopens after months of shelter-in-place, we’re seeing just how difficult it is to convince people to change long-established behaviors – or adapt to new ones, like wearing masks or keep physical distance.
Yet change is the only way we’ll reach the “new normal.” And no one is in a better position to help make this happen than marketers and brands. Brands have natural incentives to get people to buy their products and reward them for picking up a new behaviours. They have decades of experience in convincing consumers to do just that, so they know how to influence behavior. They bring extensive resources, capabilities and the creative heft to think about solutions.
Just look at Durex, a condom brand, that helped reduce HIV infections worldwide by creating behavior change through marketing and public-private partnerships. Among other initiatives, Durex ran edgy, head-turning ads that normalized condoms, often with humor, and helped drive positive discussions about sex and protections. The beer brand Carling Black Label combatted domestic violence in South Africa through its #NoExcuse campaign against gender based violence and fighting against toxic masculinity. Toothpaste brands have tackled school absenteeism and oral hygiene. And these are just a few examples.
Through my own work helping millions of people worldwide embrace the hand washing habit while working at Unilever – including spearheading the U.N.-recognized Global Handwashing Day – and through research for my new book “Brands on a Mission“, I have identified the three key steps brands can take to change behaviors as deeply entrenched as domestic violence and oral hygiene habits, all the while… Read More
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