The Fun Theory
The Fun Theory is a Sweden website for Volkswagen, an online contest, and ultimately a very intriguing point of view on the topic of changing behaviour.
In their own words:
“We believe that the easiest way to change people’s behaviour for the better is by making it fun to do.”
I say, it could be fun, or simpler, or trendy, or more convenient. The point is —as Rory Sutherland put it— that you don’t need to change the attitude in order to change the behaviour. And it’s often the other way around.
In these inspired examples, people didn’t need to be aware or believe that exercising was good for their health or that keeping the park clean was good for the community. They just made the right choice (climbing the stairs instead of using the scalator, throwing the rubbish in the bin instead of on the floor) because it was just a better option. A fun one.
Check out their website for many great user-generated examples. Here’s is the contest winner, for the road:
Now apply that to our job. We’re not in the business of creating below-the-line materials or organising events. We’re in the business of influencing people’s behaviour for them to choose our client’s brands. Or, as we say now: creating purchase behaviour. Isn’t it a much better reason for waking up in the morning and coming to work?
