Six eco-brands using psychology to sell

Oatly, Tony’s, Ecosia and more all use behavioural science to persuade you. Today, author and founder Chris Baker explains how.

You’ll learn about:

Tony’s viral advent calendar.

Oatly’s tiny change that transformed the coffee industry.

Ecosia's smart nudge to keep users hooked.

And one behavioural science principle Chris used to launch his brand.

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Use code Obsolete25 for 25% off Chris’s book: bloomsbury.com/uk/obsolete-9781399416658

Follow Chris on LinkedIn: linkedin.com/in/cjpbaker

Oatly’s old and new packaging: im.ge/i/image.vcr5tq

Sign up to my newsletter: nudgepodcast.com/mailing-list

Connect on LinkedIn: linkedin.com/in/phill-agnew-22213187

Watch Nudge on YouTube: youtube.com/@nudgepodcast

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Sources:

Baker, C. (2024). Obsolete: How change brands are changing the world. Bloomsbury Business.

Ferster, C. B., & Skinner, B. F. (1957). Schedules of reinforcement. New York, NY: Appleton-Century-Crofts.

Mohan, B., Buell, R. W., & John, L. K. (2020). Lifting the veil: The benefits of cost transparency. Marketing Science, 39(6), 1048–1062. doi.org/10.1287/mksc.2019.1200

Norton, M. I., Mochon, D., & Ariely, D. (2011). The IKEA effect: When labor leads to love. Journal of Consumer Psychology, 22(3), 453–460. doi.org/10.1016/j.jcps.2011.08.002

Raghunathan, R., Naylor, R. W., & Hoyer, W. D. (2006). The unhealthy = tasty intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70(4), 170–184. doi.org/10.1509/jmkg.70.4.170