leverage bias 1 – create social norms

13.8% of Australians smoke In 1945 –72% of male and 26% of female adult Australians smoked. By 1980 some 35% (41% of men and 30% of women) of adult Australians smoked. In 2020, just 13.8% of adult Australians (about 16% of men and 12% of women) smoke. These numbers suggest that women are smarter than […]

13.8% of Australians smoke In 1945 –72% of male and 26% of female adult Australians smoked. By 1980 some 35% (41% of men and 30% of women) of adult Australians smoked. In 2020, just 13.8% of adult Australians (about 16% of men and 12% of women) smoke. These numbers suggest that women are smarter than men when it comes to avoiding bad habits. They also highlight the fact that smoking rates have declined markedly since 1945 – especially among men.Much of the decline in smoking rates can be attributed to anti-smoking legislations and campaigns. That said, research has also found that the health warnings, while impacting on the behaviour of smokers did not impact as strongly as changes in social norms. Between 1945 and 2020, smoking went from being a social norm and expectation to a social ill. In 1945 it was expected that adults and in particular men would…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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