Platforms on the Virgin Trains route from Glasgow to London have been emblazoned with quotes from Christmas classic It’s a Wonderful Life in a mental wellness drive from the brand.

Virgin Trains - It's a Wonderful Line - 22 Nov 2018

Script clocking in at a length of 7.5km will be stamped on 14 stations along the spine of the UK to encourage kindness, calmness and festive warmth during Christmas travels.

This is a classic example of behavioural economics being used for what it is intended – good.  A very simple nudge for those at a time of crisis and a very gentle reminder for those around them to give the gift of love.

Creatively it’s beautifully simple, but it’s placement is where the genius lies. As you can tell we love it. As a well-being led agency we are always on the lookout for brands that are genuinely engaging with mental strength as an issue and this does that in a totally intrusive yet relevant way.

Well done to the team at The Romans for this brilliant piece of work.

This is also an example of a growing trend driven by consumers who want brands with values, and they want them with a big old helping of bravery. Brands are being challenged to stand up for important issues and show they care about more than just profit. And it’s this challenge that inspired our Stand With Me consumer behaviour trend.

The Stand With Me trend is about brands showing their backbone.

Brands who show they stand with people on real-world issues are making a bigger impression. We’ve seen that making public pledges has graduated from planting trees and painting orphanages to bigger, bolder and more courageous initiatives.

Why? Because people are becoming more conscious about what they buy. They’ll go out of their way to consume brands that have a sense of purpose and tackle the issues that affect the world. And they’ll look for brands that mirror their own values or represent ones they aspire to live by.

To find out about this trend and more simply download our Top Trends driving consumer behaviour report here.

As a behavioral marketing company, influencing behaviours is core to what we do and applying Behavioural Economics to marketing communications is a natural progression. If you are interested in understanding more about how we do this get in touch now.

Uncover the latest Retail Trends for 2019 and beyond: 10 shifts and drivers that will disrupt the way we buy and sell. Download our latest report here.

By Sue Benson

Managing Director