Nudge Know-How
Identifying and Reaching the Brand Nudgeables
It’s important to establish the fundamentals required to be successful with Nudgeables — a Blueprint for Brand Growth that enables their activation. To effectively engage the Nudgeables, brands must be meaningfully different. This means not just standing out but doing so in a way that resonates deeply with the Nudgeables' particular needs and desires. Brands that are both meaningful and different tend to have higher penetration rates and command greater numbers of repeat buyers. The Nudgeables crave brands that get this right.
Of course, creating a positive predisposition towards your brand is essential if a nudge is to be successful. Building strong mental connections and ensuring your brand is top-of-mind during key moments is at the heart of this work. We approach this study using purchase data from our vast household panels and dig into the intentions behind their buying decisions. After all, we need to know the characteristics of the Nudgeables if we’re to enable their actions.
To borrow a parable, our data and analysis help us understand how to “fish where the fish are.” From there, it is about making a brand more present, more visible, and more accessible at the point of purchase than the competition.
By weaving these strategies together and tying them to understandings of media habits exhibited and preferred by the Nudgeables, the nudge is ready to be made.
In our analysis of consumers, we found remarkable commonalities among Nudgeables worldwide. Certain demographics consistently stood out, highlighting the bullseye for targeting these consumers. Notably, Nudgeables tend to be younger and more affluent.
As we know, youth brings a natural inclination towards experimentation and enthusiasm for new brand offerings. This is good news. For example, in the United Kingdom, those under 28 have a switching probability of 39.9%, compared to 35.5% for those over 65. However, age alone doesn't fully define nudgeability. Key life stages also play a role, as certain pivotal life moments prompt consumers to reassess their choices and switch brands. New homes, new jobs, children arriving and leaving a household are all examples of how brand demands can change. For example, we see nudgeabilty 'pop’ among 50-64 year olds in France as children leave the home.
In other words, nudgeability isn’t all about age, it is as much a mindset and culture as it is a demographic characteristic. If the younger Nudgeables carry their open-mindedness into later life this could mean we see decreasing brand return rates over time.
While the Nudgeables are present everywhere and their mindset is universal, the local market circumstances will be drivers in how and where they buy.
While Nudgeables are often more affluent, they remain responsive to coupons and promotions within the marketing mix. Although price sensitivity influences their choices, these consumers can be persuaded to spend — and often spend more than their peers. This affluence makes them an exceptionally attractive and efficient target for marketing investments.
The Nudgeables are not loyal in the traditional sense but are willing to spend on the right product at the right price. All they need is a nudge in the right direction.
Nudgeables have a distinctive brand affinity; they LOVE brands. Identifying and highlighting a meaningful differentiator, something to stand out from the pack to the Nudgeables, can help brands soar. The true beauty and efficiency of targeting this group lie in their openness and receptiveness to marketing messages. When asked about their perception of branded products, Nudgeables consistently over-index on beliefs such as ‘brands suit my needs better,’ ‘brands are of better quality,’ and ‘brands taste or perform better.’ This is your brand-friendly audience begging to be activated.
Recognising that Nudgeables are highly open to changing their minds is important. They are responsive to promotions, online reviews, social media, and recommendations from friends and family. They also have extensive exposure to the product landscape, so they are likely lightly predisposed to many brands, building awareness and experience that influence their eventual buying decisions. Opportunities to change their minds exist at every step to purchase.
