0
Inertia, Scarcity and Prevention
Feb 2014
Health has changed
Answer: Provide information and change intention
Inertia
Inform

Intent

Inertia

http://www.flickr.com/photos/sliceofchic/4884979125/
Intent

Inertia
Intent

Inertia
Scarcity
Scarcity friendly
Between category shift from sugary drink to milk

Change in shopping
habit

Change in
consumption habit
...
Scarcity friendly
Feeling Great

http://www.daizizheng.com/
Thank you
•
•
•
•

Embrace inertia
Think in cascades
Create space
Stop it with ‘health’

PS. Come work for us!

dan.metcal...
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Dan Metcalfe

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Dan Metcalfe #ogilvychange lab day

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Transcript of "Dan Metcalfe"

  1. 1. Inertia, Scarcity and Prevention Feb 2014
  2. 2. Health has changed
  3. 3. Answer: Provide information and change intention
  4. 4. Inertia
  5. 5. Inform Intent Inertia http://www.flickr.com/photos/sliceofchic/4884979125/
  6. 6. Intent Inertia
  7. 7. Intent Inertia
  8. 8. Scarcity
  9. 9. Scarcity friendly Between category shift from sugary drink to milk Change in shopping habit Change in consumption habit Within category shift from sugary drink to sugar-free alternative             Shift from one shelf to the other Cost is the same Portion size the same Brand is the same Shelf-life is the same  Questions from children about shift to different version of product and slight change in taste Shorter time required to habitualise change No change in cleaning, packed lunch preparation,      Additional purchase in new aisle. Question of additional cost of new product. Question of what volume of new product to buy. Question of shelf-life of product No single serving of product avaiable Avoiding habitual purchase in new aisle. Questions from children about shift in product and protests about LOSS of habitual product Potential shift in habits of drinking – different portions, containers etc. Several weeks needed for larger change to become habitual Additional cleaning if used to consuming cans Need to purchase additional products that are suitable for packed lunch Potential for children to purchase own sugary drinks to address change (no social norm of milk drinking with peers)    Less challenge to social norm.
  10. 10. Scarcity friendly
  11. 11. Feeling Great http://www.daizizheng.com/
  12. 12. Thank you • • • • Embrace inertia Think in cascades Create space Stop it with ‘health’ PS. Come work for us! dan.metcalfe@phe.gov.uk
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