Often misused by profit-seeking brands, niche marketing, which draws on behavioral science to influence consumer decision-making, appears to be a boon in an era of environmental crisis. What if nudges were the key to a sustainable future? Capable of correcting human biases, incentive marketing today leads to a more noble approach to serving the common interest.
Nudge Marketing or the Art of Convincing
What is Nudge Marketing?
Developed and theorized by Richard Thaler in 2008, the nudge (“boost” in French) uses the consumer’s cognitive biases to steer them in the right direction. In order to influence his behavior, there is no need to explain: it is enough just to organize the environment of his choice for convenience. move from intention to action, In other words, we don’t impose anything on him! These “soft incentives”, very effective and cheap, are a major strategic issue for brands and the government who see them as a formidable weapon to achieve their objectives.
The right balance between impact and transparency
Every day we face nudges that affect our most worldly decision maker, You only need to look at the prices displayed in supermarkets (the famous €9.99) to be aware of its effect on our subconscious. If some genuine nudges like a fly pulled over the urinals of Amsterdam airport toilets to encourage men to clean up make you smile, others have far less respectable purposes. As proof, e-commerce sites that exploit the principles of incentive marketing by flooding customers with information for the sole purpose of speeding up their purchases: “X people are looking at this product”, “in stock” more than X products” … the larger public, increasingly aware of the workings of the nudge, still demonstrates a Adverse effect,
Incentive Marketing: The Future Is Ethical
Object Via Communication, the New Weapon of the Nudge
To engage with consumers, showing white paw is no longer enough: brands now have a role to play encourage behavior change, Nude marketing then becomes a valuable tool for companies that want to go beyond the realization of their CSR approach. Tangible and personal, communication through object represents a gold mine, not only to take a place in social debate, but to rally the public to its cause.
Corporate gifts are no longer given just for advertising purposes, but carry awareness messages such as “this pen is made from marine litter” or “this umbrella is made from recycled plastic bottles”. Ambassadors of Responsible Communication, Ecological Gifts Are Responsible for eco-citizen mission Like shower hourglass or zero waste promotional items. Ecological tote bags to invite you to bring your lunch to the office, avoiding the use of reusable water bottles, disposable bags or even lunch boxes to encourage drinking tap water … Communication via commodity, more attractive than ever, opens a new window for ethical marketing nudges!
when the end justifies the means
To justify the use of nose marketing, you must set aside your personal interests. serve a personal and/or collective interest, Soft manipulation, although it can be circumvented because it is based on free will, poses a moral question and should therefore be governed by ethical issues. Target? behavior improvement To resolve social issues in matters of citizenship, health or security.
Take the example of metro entrances, which encourage people to climb stairs instead of escalators because of their playful and original designs. In addition to relieving traffic congestion, this simple modification of the environment is enough to encourage users’ physical activity. During the Covid-19 pandemic, nudge marketing also became a de facto tool in the fight by encouraging respect for barrier gestures: as evidenced by SNCF’s voice message, in which we hear a person coughing, stations broadcast to maintain social distance. passengers and thus limit the spread of the virus.
2021: Year of the Green Nudge?
In the era of environmental awareness, there is a strong emphasis in favor of ecology. The French, ready to make the effort to change their bad habits, need more “help” than ever to take action. it translates simple and fun actions, apart from the pole ashtrays on the street, whereby people throw their cigarette butts in the dustbin. Smokers, invited to answer a strange and strange question, deposit their waste in one of the two compartments provided to them to participate in the vote. Environmental labeling of products, award-winning clothing donations, NudgeChallengeCOP21… all these schemes promote eco-citizen actions by highlighting the meritspopulation support To accelerate the ecological transition. What if this gentle approach could be enough to change society in the long run?
Author: Cindy Palout, Cadoetic – LinkedIn.