In the 1990s, awareness of the 5 a day rule sky rocketed from 8% to 39%. But the corresponding behaviour remained unchanged: the proportion of Americans getting the right intake stayed at 11%.
Knowledge ≠ power
Information isn’t enough to spark action.
Most marketers understand the importance of long-term brand building, but the real challenge is convincing their seniors to buy into it. Helpfully, Mark Ritson outlines seven tactics to improve the chances of success, from sourcing case studies (“pick big impressive brands, in your sector or outside it”) to explaining the why (i.e. what’s in it for them).
According to a (rather old) longitudinal study, only 40% of people have stuck to their resolutions after 6 months. The issue is not knowing how to quit smoking or exercise more – it’s actually taking the steps to do so.