Bean Power: why effective campaigns actually change behaviour
Rebecca Harris explores why the best campaigns do more than raise awareness. Using M&S’s Better with Beans campaign as an example, she explains how behaviour change models like COM-B can help brands understand barriers, make action easier, and create campaigns that drive real-world behaviour change.
Engagement Bait. When being Wrong beats being Right
Gareth Hodgson explores the rise of ‘engagement bait’ on social media – why content that is intentionally wrong, controversial or misleading can often outperform more accurate or interesting posts, and he explains what this means for brand trust, credibility and long-term audience relationships. You’re scrolling through Insta reels, YT shorts, TikToks, Facebook, X posts (probably […]
From Pints to PBs: What parkrun and HYROX tell us about changing social rituals
Richard Walker looks at how parkrun, HYROX, and padel are revealing new ways younger audiences are connecting, achieving, and belonging. And why understanding what people are opting INTO is just as important as what they’re opting OUT of. This week, parkrun will see its millionth event take place. I’m not often lost for words, as […]
What a Cocktail Quiz can teach us about Segmentation
Anthony Shephard-Williams reflects on a Turtle Bay cocktail quiz and what it reveals about customer segmentation, audience insight and making people feel understood