12 Surprising Insights from Nudgestock 2024
Nudgestock, the annual gathering of behavioural science enthusiasts and experts, always delivers a whirlwind of ideas.
And this year was no different.
Here are the 12 most impactful lessons that have stuck with me long after the conference ended:
The Two-Hour Email Rule: This clever suggestion turns the tables on email urgency. Instead of the sender stressing over when to send a time-sensitive message, set a company-wide expectation for checking emails every two hours. Genius!
The Fast-Journey Fallacy: Train companies (and many other businesses) operate under the assumption that faster is always better. But human behaviour doesn't always follow this model. We need to consider the emotional and psychological factors that influence our choices, not just the numbers.
Quooker's 30-Minute Demo: This high-end kitchen tap brand understood that consumers were waiting for brands to reach out and invest time in educating them. Their extended demos were a masterclass in how to sell their unique benefits most effectively.
Hacking Present Bias: We all struggle with wanting things now. But smart brands can use this to their advantage. Sweeten the deal for immediate action while building habits that benefit the consumer in the long run.
The Efficiency Trap: Believe it or not, time-saving devices like washing machines were supposed to give us more free time? Instead, social standards rose, and we just did more laundry! A fascinating example of how behavioural shifts can offset technological progress.
The Microwave Paradox: We impatiently tap our feet waiting for the microwave, yet happily wait hours for a roast dinner. This highlights the power of context and expectations when it comes to our perception of time.
Circadian Rhythms and Health: The evidence linking our sleep-wake cycles to overall health is overwhelming. It even explains the popularity of intermittent fasting and has led to policy changes in school start times for teenagers.
Philadelphia's Timeless Truth: The cream cheese brand cleverly shifted its focus during the cost-of-living crisis, emphasising comfort, familiarity, and emotional connection. Their "You've got a friend in Philly" campaign is a lesson in adapting to the times.
The AI Paradox: While AI is rapidly advancing, the day-to-day use of sophisticated AI in business is evolving more slowly. It's a reminder that there's still a huge role for human creativity and intuition.
Continuous Partial Attention: This is the new normal for young people growing up in a world of constant digital connection. It raises important questions about the impact on mental health and well-being.
The Perimeters Misjudgment Trap: This concept, introduced by Nuala Walsh, highlights the many ways our biases and assumptions can lead to poor decision-making. It's a wake-up call to challenge our own thinking.
The Power of Rituals: Habits help us get things done, but rituals add meaning and emotion. Brands can leverage this by showing consumers how their products can be incorporated into meaningful rituals.
Summary
Nudgestock 2024 was a timely reminder that understanding human behaviour is the key to solving problems, creating better products and services, and building a more empathetic world.
If you’re a marketer with a challenge that taking a behaviour first approach solve. Get in touch with us now.
