It’s always a pleasure to curate some new trends in the world of home, lifestyle & gardens for 2024-25. And this edition is bigger and bolder than ever before. As a teaser, here are some of the trends we’ve identified. Home & lifestyle trends Multi-species homes: The trend of treating pets like family members continues to grow, influencing product and service offerings in the pet industry. ​ The home office becomes permanent: With the increasing focus on remote work, the home office has evolved into a permanent fixture, leading to a surge in demand for ergonomic furniture and inn ..read more

International Day of Happiness 2024! March 20th marked the International Day of Happiness, a global celebration recognising the importance of happiness and wellbeing. This year, at The Behaviours Agency, we decided to honour this special day.  Instead of sticking to our usual workday routine, we were all given the day off. We planned to have the day filled with activities that bring us happiness! Some opted for a leisurely hike, a few opted for a relaxing spa day and for some, happiness came from being with loved ones!  With that in mind, we want to share what some of us did, an ..read more

Back-of-pack backlash In 2024, everyone will be looking a little more closely at the food items they put in their baskets. Two big and quite different forces are giving shoppers (at both ends of the wealth spectrum) reason to actively think about their food. Firstly, the cost of living keeps forcing shoppers to think about whether their first choice product is still worth it. Cost-conscious shoppers, already considering trading down to cheaper alternatives, are also having to be on the lookout for the mysteriously shrinking weights of their favourite brands. Shoppers already shopping less o ..read more

A seismic shift is underway, as women enter midlife with unprecedented resources and opportunities. This generation, unlike any before it, enjoys education and financial independence. They can sculpt their lives on their terms, in a way that’s never been seen before. This midlife reawakening sees women embarking on transformative journeys in their 40s and 50s: switching careers, embracing travel, prioritising health, fostering new relationships, or simply asserting their voices with newfound confidence.  Amid this shift, many brands have faltered in their attempts to connect with this d ..read more

Six categories of behavioural biases that will help you successfully navigate consumer decision-making As we delve deeper into behavioural science and human behaviour, traditional marketing models, based purely on demographics and market research, will take you so far, whereas behavioural science gets you to the real reason people make the decisions that they do. The reality is that behaviour can vary dramatically depending on the context, making demographic targeting less effective. As David Ogilvy once said, the problem with market research is that people don’t think how they feel, they d ..read more

In today’s world where we’re saturated with brands vying for our attention, and new brands pop up all the time, brand memorability is no longer an option – it’s a necessity to building lasting loyalty. But what exactly is it, and how can you achieve it for your brand? Brand memorability goes beyond mere brand recognition or brand awareness. It’s about leaving a lasting impression in the minds of the audience, prompting them to easily recall your brand when they need a product or service in your category.  It’s about being the name that jumps to the forefront of their consciousness, spar ..read more

In the fast-paced world of fashion and advertising, authenticity lights our path, pushing us to redefine beauty and embrace life’s phases. As a Creative Director and a woman in her early 50s, I’m genuinely excited to reveal the powerful decision to feature midlife female models. That’s why empowering midlife moments on a transformative journey with 45+ models is so magical. This journey is a celebration of resilience among midlife women and a nod to the vibrant team that brought this vision to life for Hotter Shoes. (Oh, and we had the most fabulous time). What did we get up to? Unve ..read more

We are bringing you a brand new webinar! Date and time Tue, 5 Mar 2024 10:00 – 11:00 GMT Unlock the untapped value of midlife women. Despite positive changes in media representation, our research reveals that midlife women often feel invisible and overlooked, leading to a lack of trust in advertisers. The numbers tell a compelling story: 72% are sceptical about the claims made in advertisements. 75% think ads focus too much on physical appearance rather than overall wellbeing. 54% feel ads target their insecurities. 52% think ads may be manipulative or exploitative. 72% feel ads set unreal ..read more

When the determination to uphold your New Year’s resolution finds you shopping for new gym trainers, which brand immediately comes to mind? Are you a Nike loyalist, or does the comfort of FitFlop appeal to you? The prominence of these brands in your thoughts is a direct result of applied behavioural science. They activate various triggers within you, influencing your mental availability—how easily they come to mind when you think about a related category. Applying this concept to your own business is crucial on multiple levels. Getting it right is how you cut through competitive noise and sub ..read more

Representation for midlife women is more than publishing articles on menopause or featuring one relevant model in an isolated campaign. These women aren’t a passing trend, nor do they easily fall for surface-level attempts to connect. Brands need to start demonstrating a profound understanding of their nuanced needs to avoid falling into the trap of tokenism.  In our recent webinar, “How Your Brand Can Genuinely Win Over Midlife Women,” Sue Benson, our MD and founder, engaged in a dynamic conversation with industry pioneers—Sam Walker, CMO of N Brown; Penny Brook, CMO of Canada Goose; an ..read more