Episode 98 Interview: Tara Austin, behavioral strategist at Ogilvy, on how small behavioral cues drive large-scale change
In this episode, we sit down with Tara Austin, Partner at Ogilvy. Tara shares the behavioral science principles for creating effective communications. We discuss a broad range of campaigns, from using scarcity to drive demand for KFC's $1 chips to stopping vandalism by painting baby’s faces on shop shutters.
Episode Highlights
Painting local baby faces on shop shutters reduced antisocial behavior by making spaces feel human and cared for. Cute imagery triggered nurturing instincts, subtly shifting how people treated their surroundings.
KFC increased chip sales by highlighting a limit of four per person. The restriction implied scarcity and value, leading many customers to buy the maximum allowed and dramatically changing perceptions of the deal.
Recycling rates rose when the focus shifted from motivation to opportunity. Encouraging households to add a second bin made recycling the easy default, doubling the number of homes with proper setups.
Resources & Useful Links
See below for additional resources from this week's episode.
Keep Listening
Ep97 - CBL Rewind: How behavioral science explains why most New Year’s resolutions fail - and how to fix them
