Overt, science-based messaging is not always enough to persuade everyone to take appropriate health measures (e.g., vaccination, social distancing, etc.), no matter how encouraging the data. Recent studies suggest those who were resistant to making the healthier choice had reasons that were rooted along moral grounds. And because moral beliefs are more entrenched, they’re much more difficult to change. But there is one approach that could increase the appeal of healthy decisions among those whose attitudes have become moralized. We tested a few communication techniques among participants with the hope that the results could improve health messaging and increase the uptake of life-saving measures.
iGen myths and why they’re wrong
In this article, I’m breaking down some common generational stereotypes to better understand the hearts and minds of Gen Z, or iGen, now the largest portion of the US population. Step aside Millennials. There’s a new generation to obsess over.
This is iGen
Generations tend to be stereotyped as having certain behaviors and I’d like to squash that. iGen has come of age and is quickly becoming the most important consumer generation. It’s time to understand them for you they really are.
What Marketers Can Learn from Fantasy Football
Even if you’re not a fan, we all have something to learn from the 60+ million US & Canadian freaky football fanatics that call themselves “fantasy gurus.” I put myself in that category, and, as an ad man, I felt compelled to share a wealth of knowledge with my fellow marketers. But not about this fantasy game, but about marketing with a bit of economics.
Using “authentic” to describe your brand doesn’t make it so
When used to describe a brand, the word makes marketers feel all warm and fuzzy inside. It makes us feel like we’re a part of something real, something of substance, something human. I had always imagined that a strategist somewhere breathed a sigh of relief when they heard it. But what does ‘authentic’ really mean?