Midlife women have untapped value that brands can harness.  But to know how we must truly understand them.

And knowing how to help requires:

• Understanding the diversity of women in this complex group and what got them here
• Appreciating that change is the defining feature of this stage, and everyone copes or embraces this differently
• Realising the importance of confidence, where it is lost and the consequences to marketers
• Knowing how they want to be represented and what will resonate better
• Unravelling their deep-seated motivations that drive their behaviour

This report takes each of these subjects in turn so marketers can find richer, more relevant and pertinent ways to engage with them.

Brand Mental Availability is all about creating and leveraging distinctive and memorable brand assets to put your brand in the forefront of the consumer’s mind without having to lift the tiniest mental muscle. So when they come to make a purchase they won’t think twice about coming to you.

So, what are the 4 criteria? 

Distinctive brand assets. Think imagery, logo, fonts. Are these core brand assets distinctive enough to stand out against competitors? 

Associations. Are there clear links between your brand and the consumer’s needs that trigger purchase?

Consistency. Does your brand consistently present itself in the same way whenever it features? 

Cognitive ease. Are your brand assets and story used in a way that’s easy to understand, across any channel?

We use these criteria to investigate and score the level of Mental Availability brands have already built in the home category.

Fill in the short form to get your hands on our Winners and Losers report.

Do you have control of your brand’s value perception?

This Thought-Starter should make you question if you’ve got control of your brand’s value perception, and what to do to make sure you have. Why should a loft conversion, a Volkswagen Golf or ten shares in Amazon cost the same as each other? Why should a tin of beans cost more at a corner shop than a supermarket? 

The answer lies in value perception.

Value is the balance between what you want (your MOTIVATION), and what you’re prepared to give (your RESOURCES).

Defining how and why your offer represents value in your market is a big part of any marketer’s job, and this thought starter is only scratching the surface. 

A behavioural approach like ours provides a structured and logical way to take control of your value proposition, and break the job into discrete and manageable elements. 

Learn how to start thinking behaviourally about value by:

• Reducing the RESOURCES – make your offer feel less costly. 
• Increase the MOTIVATION – make your offer feel worth more.

If you’re interested in understanding more about how we do this you need to read this Thought-Starter.

Simply complete the short form on this page to get your hands on this Thought-Starter today: 

To find out more get in touch.

Is your POS influencing behaviour?

POS strategy is generally well established in most retail businesses and given its organisational complexity is rarely reviewed.

But when you start to think about it, it has the potential to be one of the most influential factors in determining consumer behaviour in store.

It’s at this decision-making coal face that understanding and harnessing behavioural science is at its most powerful.

Just stand in any of your aisles… you will see behavioural science in action.

You’ll learn how to start thinking behaviourally about your POS by:

• Building behavioural science into your thinking and design

• Building your brands heuristics

If you’ve been considering building behavioural science into your store POS strategy or want to know more about how to go about it, you need to read this Thought-Starter.

Simply complete the short form on this page to get your hands on it. To find out more get in touch.

In this report we’ll take you through the trends driving consumer behaviour that will have the greatest impact on your business in the coming years.

We’ve honed in on the world of behavioural science to explain what sits behind these trends driving consumer behaviour. More importantly we’ll share ideas on how people’s behaviours can be influenced to create growth, engagement and commercial success.

We’d all probably agree, now more than ever is the time to embrace the power of behavioural-thinking to connect on a deeper and richer level with customers.

3 key take-outs from the report:

• The 10 behavioural trends shaping tomorrow’s consumers
• The behavioural science behind the trends
• Tips for how to apply behavioural thinking to your business

Simply complete the short form on this page to get this report.

The Behaviours Agency is creative agency that uses behavioural science to develop impactful ideas that grow retailers and brands