Target Timely Moments

Want someone to adopt a new habit?

Contact them after a significant life event has occurred.

This study¹ conducted by the Behavioural Insights Team proves it.

They found that a promotional leaflet for a cycle share scheme in Portland, USA was nearly 4 times more effective when they targeted 𝐡𝐨𝐦𝐞-𝐦𝐨𝐯𝐞𝐫𝐬, compared to 𝘦𝘹𝘪𝘴𝘵𝘪𝘯𝘨 𝘳𝘦𝘴𝘪𝘥𝘦𝘯𝘵𝘴.

This is because behaviour is far easier to change before habits form.

Richard Shotton and Laura Weston proved this in a 2018 study cited in the Choice Factory².

Shotton and Weston surveyed 2,370 customers and asked:

Have you recently experienced a major life event?
Have you changed brands in the following ten categories?

The results were conclusive.

In every single category, consumers were more likely to switch brands when they had recently undergone a life event.

8% of consumers who hadn’t experienced a major life event recently switched brands in the selected categories.

Among those who had undergone a major life event, the figure rose to 21%.

Enjoyed today's newsletter? Please share it (preferably with a newlywed) — Phill

P.S. If you liked this, you'll love last Monday's Nudge (which is all about this stuff).

¹Park, T., Whincup, E., Parker, F., & Bhura, A. (2024). Net Zero communications, marketing and public engagement: Why we need it, and what we can learn from past case studies [Report]. Behavioural Insights Team.

²Shotton, R. (2018). The Choice Factory: 25 behavioural biases that influence what we buy. Harriman House.

As a behavioural science practitioner, I believe in the peak-end rule.

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