We’ve all heard the infamous David Ogilvy quote, “People don’t think how they feel, they don’t say what they think, and they don’t do what they say.” There’s a wealth of research and countless examples that support this thinking. But what can we do as marketers to address the gap in what...

With Freedom Day closely approaching on 19th July, our head of strategy Will Hanmer-Lloyd and Josh Tilley, senior strategist at Initials, look at why the next few months will be so crucial for brands to disrupt and establish new habits. During this recorded webinar, Josh and Will delve into how...

45% of consumer decisions are made as a result of habits. It is therefore no surprise that habits can also explain why half of new products/services fail. When new behaviours are not adopted, the problem often lies not in a lack of awareness or knowledge in the consumer, or even a lack of...