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Why we’re seeking solace in our favourite classic TV shows during lockdown

Why we’re seeking solace in our favourite classic TV shows during lockdown

by Second Administrator | Nov 19, 2020 | Press

It seemed that during lockdown, the most common activity was to watch our favourite TV shows. Stylist has interviewed our founder, Kate Nightingale, to understand why we took solace in our favourite TV shows. According to her: “ Our favourite TV shows are so...
Panic buying follows coronavirus across the globe

Panic buying follows coronavirus across the globe

by Second Administrator | Nov 19, 2020 | Press

As seen in the previous lockdown, scholars are now wondering if panic buying will arise again during the second wave of coronavirus. As it was shown in the previous lockdown, across the globe, consumers behaved in a very similar manner. In fact, consumers started to...
Why even the pandemic couldn’t kill fast fashion

Why even the pandemic couldn’t kill fast fashion

by Second Administrator | Nov 19, 2020 | Press

The popularity of fast fashion and its negative impact on the environment is well-known. People are now more willing to behave sustainably but buying from fast fashion brands is an unsustainable habit proving hard to quit. It was believed that, due to lockdown, people...
A New Playbook for Consumer Brands

A New Playbook for Consumer Brands

by Second Administrator | Aug 7, 2020 | Human Discussions

  For the second appointment of our Human Discussions, our founder Kate Nightingale has met Tracey Woodward to discuss the new playbook necessary for consumers brands in order to inspire their teams, communicate with their customers and build strong...
How Pandemic Changed Consumers’ Perception of Safety

How Pandemic Changed Consumers’ Perception of Safety

by Second Administrator | Jul 24, 2020 | Human Discussions

Our founder, Kate Nightingale, has met Matilda Andersson for a webinar on the cultural codes, meanings and representations of safety. Matilda Andersson is MD for London and Amsterdam at a cultural insight and strategy agency Crowd DNA. Matilda also has a PhD in Human...
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What music has to do with sustainability? Well, w What music has to do with sustainability?
Well, we know that thousands upon thousands of research studies show that music has a tremendous effect on human behaviour, including consumption. From specific music genres being associated with particular price to the direction of music affecting what products customers choose.
As much as recent consumer research indicates a growing interest in sustainable and conscious consumption, the actual sales can still often show a different scenario. A phenomenon called ‘attitude-behaviour gap’ or ‘intention-behaviour gap’ is at play here. Although many customers say that they want to or even are more sustainable, when it comes to actual purchases, other motivations, like price, design or popularity, are often winning the internal mind fight resulting in less than conscious purchases.
The 2022 research found out that using music more creatively can help to bridge this ‘attitude-behaviour gap’.
Major mode music is often associated with happiness and joy and the same thing happens with fast tempo music. The research found that major mode music reduces the attitude- behaviour gap by 40% to 50% and that the attitude-behaviour gap is smallest when major mode music is played at a fast tempo.
This was found true, especially in advertisements. Consumers who were shown ads with up- tempo, major mode music, were found to purchase more of the products in the ads even if they had no background in sustainability or ethical consumption.
Changing attitudes and behaviours is required to really get the majority of customers closer towards conscious consumption. The more subtle elements like music, that more effectively impact the human subconscious, are usually more useful in achieving that change.
Next time you are designing a retail store, an advert or an experiential event, think about how you can use music and other sensory elements to affect not only behaviour but also change internal attitudes and beliefs.
We are a HUMAN experience consultancy and our uniq We are a HUMAN experience consultancy and our unique formula mixes decades of scientific wisdom on human behaviour, with our team’s unrivalled experience in consumer business and creative thinking unlike any other.
We geek over humans’ experience of your brand. We always ask WHY. And we don’t have the word ‘no’ in our vocabulary. Innovation is in our blood although we believe that sometimes the most innovative solution is the simplest solution, or more specifically, the most human solution.
In our approach we always come back to the human in the equation – that’s you, your customers and your team. All of you matter. We put HUMAN back into the equation to help you create incredibly engaging and successful brands and customer experiences.
Are you a Human Brand?
If you want to find out or discuss your brand, let’s chat.
Our Behavioural Brand Bootcamp is especially creat Our Behavioural Brand Bootcamp is especially created for every brave brand leader of DTC (direct-to-consumer) start-ups and scale-ups. Is that YOU?
Create a winning brand strategy and customer experience by following our proven process at your own pace. 
Find out more about the three different types of subscriptions you can get and sign up here (through the link in bio).
Would you like to have a more personal relationshi Would you like to have a more personal relationship with your customers? Or having them to better rate your online customer service?
You should try to add emoticons now and then.
An interesting study published in Computers in Human Behaviour has investigated customers, who text chatted with service agents, and the relative scores they gave them once the service ended. Interestingly,  service agents who used emoticons were given a higher score. Moreover, the customers felt that the agents using emoticons were more personal than those who didn't. 
We know, emoticons might sometimes look silly or too casual but they are clearly powerful. They convey emotion and brands that openly express emotions are able to create deeper and more intimate relationships with their customers, often leading to higher loyalty and long-term customer value. 
It comes without saying that customers prefer to talk with an agent who can demonstrate their empathy and emoticons can be used as symbols of empathy. If you also add promptness and responsiveness from the agent you’ll have the perfect combo for an amazing customer service. 
Have you ever introduced emoticons in your communication? And if so, what have you noticed?
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