Have you ever heard of nudge marketing?
Nudge marketing is now on the rise, particularly in the areas of the environment and civic-mindedness by eliminating all coercive or judgmental communication channels.
Nudge is a theory developed by Cass Sunstein and Richard Thaler in their 2008 book: “Nudge”: Improving Decisions About Health, Wealth and Happiness “.
Today used in communication and marketing strategies, the objective of Nudge is toguide the user to perform a given action due to his environment.
How is nudge marketing changing our behavior?
“I know that throwing cigarette ends on the ground degrades the environment, but I often do it mechanically ”.
To modify this type of behavior and bring it into line with a desired attitude, some cities adopt playful ashtrays in front of certain buildings. This example of influence by nudge marketing shows the incentive aspect, the helping hand that turns people into real engines of change.
The example of Nudge marketing that also comes to mind very quickly is that of Booking.com. The latter uses notifications to create scarcity and speed in your choices: “Only 1 option on Booking.com”.
Here, we see that our choice is not constrained but that there is influence of the environment which surrounds us. This is exactly what the Nudge allows, influence decision making towards the accomplishment of a specific action.
Nudge, the gentle method to inspire. By subtly orienting the choices, the Nudge subtly combines an invitation to use a product or a service and the creativity of a playful presentation.
In what ways to use it?
Nudge marketing can be used in different ways, depending on the communication project and the field of activity. However, when it comes to influencing rather than coercing, certain biases such as humor are to be favored.
It’s no secret that smiles and laughter are a great channel of communication to achieve your goals. Action is often more easily achieved by this means than by that of constraint and morality.
The fundamental principles of Nudge are based in particular on this aspect as well as on other facts about the human being:
- The human is a rather irrational being. To have an impact on him, target his affect, his feelings as an individual.
- Humans are more and more attached to their freedom. Communicate by leaving the consumer free to choose, without constraining him, by inspiring him to make the right decision.
- People appreciate being encouraged and valued for their actions. A good message encourages civic and responsible behavior.
Several levers can thus be put in place to create messages:
- A poster or even a packaging telling a story and thought to suggest a change, to encourage behavior.
- A timely publication or article that do not hide the message and the facts while not constraining its reader.
Through these principles and levers, Nudge Marketing shows that business and ethics are vectors of success when they are pooled through creative communication.
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