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.
When Fear Works. And when it Backfires.
Andrew Wiseman explores how fear-based messaging really works. Using Protection Motivation Theory, he shows why some campaigns drive action, while others leave people uneasy and disengaged.
Travel decisions in uncertain times
Anthony Shephard-Williams reflects on how global uncertainty is reshaping travel decisions – and what this reveals about consumer behaviour. Drawing on personal experience and behavioural science, he explores how risk, ambiguity and real-time signals change how people choose, cancel or reroute, and what insight teams need to understand when “normal” decision-making breaks down.
The Accidental Billboard Behind a 40p JD Sports Bag
A bright yellow 40p JD Sports bag has become an accidental branding masterstroke — a low-cost, high-visibility brand asset powered by real-world behaviour. Andrew Wiseman explores how it happened, and what it means for marketers and researchers.
Talkin’ ‘Bout My Generation
Andrew Wiseman explores what live music audiences reveal about generational behaviour — and how understanding Gen Z through behavioural science and behavioural economics can help brands and organisations connect more meaningfully.
Cruising for a takeover
MSC Cruises is redefining value in the travel sector. Mustard’s Anthony Shephard-Williams explores how its pricing strategy, powered by behavioural insight, is steering the brand to global growth.