A playbook for marketers: Crossing the chasm between values and behaviour
Why is there a gulf between what Australians say they value and how they behave?
Following her presentation at Mumbrella360 this year on brand survival in a world of paradoxes, Aliya Hasan, head of strategy at Nature, unpacks seven powerful paradoxes shaping consumers’ everyday choices, in a bid to offer a navigational roadmap for marketers and brands in these challenging times.
Marketers love to talk about and understand the values of their target audiences. But the truth is that today what people say they value doesn’t match what they do, making understanding your audience sometimes contradictory, uncomfortable and difficult to navigate.
Inside the gap between what we say and do
Contradictory paradigms have always existed in society, but today, they’re far more pronounced – this is an era dubbed by cultural anthropologists as ‘Metamodernism’
These aren’t fleeting trends. They reflect the real-world push and pull shaping spending. They are patterns brands must recognise, respect and respond to. Here are the highlights:
1. We care about others yet we are more self-centric than ever
