Last week, I had the privilege of attending a small yet impactful conference at Stavanger Innovasjonspark in Norway, organized by Sammen om en jobb.
The highlight of the event was a presentation by Dr. Patrycja Buxton, centered on a topic increasingly vital in today’s corporate landscape: equity and diversity change in companies. Dr. Buxton, with her profound insights and expertise, shared some really interesting data that made me think about…
A standout moment for me was when Dr. Buxton shared a fascinating piece of data from Dr Philippa Lally‘s study at University College London: “On average, it takes more than 2 months before a new behavior becomes automatic — 66 days to be exact.” – she said. The range varied widely in the study, from 18 to 254 days for people to form a new habit. This statistic alone sparked a flurry of thoughts about its implications in marketing.
In marketing, understanding and influencing consumer behavior is the cornerstone of strategy development and execution. This insight from Dr. Buxton sheds light on the perseverance and patience required in marketing efforts. It suggests that if we, as marketers, aim to introduce new behaviors to our users or customers – whether it’s adopting a new technology, changing a buying habit, or embracing a new product – we need to set realistic expectations. The journey to behavior change is neither linear nor quick; it’s a gradual process that can span from two to eight months.
This extended timeframe for habit formation has significant implications for marketing teams. It underscores the importance of consistent and sustained marketing efforts. For instance, when launching a new product or campaign, we should not expect immediate adoption. Instead, our strategies should be designed for the long haul, with a mix of persistence and adaptability.
Furthermore, this understanding can guide the design of customer journeys. Knowing that habit formation can take months, marketing teams should focus on creating multiple, reinforced touchpoints over time. In most B2B SaaS industries for instance, the customer journey is notably lengthy and complex. Prospective clients spend months consuming blogs and case studies, attending internal meetings, and engaging in discussions with Sales Development Representatives (SDRs) before making a purchasing decision. This prolonged decision-making process is a practical embodiment of the habit-formation timeline highlighted in Lally’s study. This might involve a mix of content marketing, email campaigns, social media engagement, and personalized experiences, all tailored to nurture and guide the customer through this journey of habit formation.
Additionally, this insight can be leveratively effectively in internal marketing processes. When introducing new tools, practices, or cultural shifts within a marketing team, understanding the time it takes to form new habits can lead to more empathetic and effective change management. Recognizing that change is a process helps in setting realistic goals and timelines, ensuring a smoother transition and better adoption among team members.
In conclusion, Dr. Buxton’s presentation at the Stavanger Innovasjonspark not only highlighted the critical importance of equity and diversity in the workplace but also offered valuable insights that extend into the realm of marketing. As we navigate the ever-evolving landscape of consumer behavior, understanding the time and effort required to instill new habits is key to crafting successful and sustainable marketing strategies.
Comments