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Heart of the Customer’s Jim Tincher interviews our founder

Heart of the Customer’s Jim Tincher interviews our founder

by Second Administrator | Apr 19, 2021 | Press

Heart of the Customer’s Jim Tincher sat down with our founder, Kate Nightingale to discuss the role of emotions in the customer experience. The concept of effortless experience and commitment are only few of the elements touched. To know more, read the full article...
Can experiential retail survive the rise of the cautious consumer?

Can experiential retail survive the rise of the cautious consumer?

by Second Administrator | Apr 19, 2021 | Press

Retail must be experiential. Stores need to be places where forging relationships take precedence over shifting product. Convenience, discovery and cost are, for the most part, better served online. But how can we reinvent our physical retail stores? According to our...
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...
Community & Wellbeing – Two Major Strategies for the Future of Retail

Community & Wellbeing – Two Major Strategies for the Future of Retail

by Second Administrator | Aug 5, 2020 | Events, Human Discussions

  Join us for our next Human Discussions talk on Monday 17th August 2020 at 10am BST with Rebecca Saunders, founder of Seekology. Wellbeing is not a trend anymore, it is a natural way of being and like with anything, consumers like to find their own rituals and...
Human Discussions – New Consumer Brand Playbook with Tracey Woodward

Human Discussions – New Consumer Brand Playbook with Tracey Woodward

by Second Administrator | Jul 21, 2020 | Events, Human Discussions

Join us for the next talk from our Human Discussions Collection on Tuesday 04.08.2020 at 10am BST. What will we be speaking about? The pandemic has shone the light onto every aspect of creating and running consumer brands. No matter what you are selling, fashion,...
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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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