Nudgestock 2024: From Speed Traps to Circadian Rhythms

If you missed any of this year's event, re-live Nudgestock 2024 in its entirety above. Below are 5 key takeaways from this year's event.

We all know the world of advertising is changing, but how do we ensure we're moving with the times? Here are five key takeaways from Nudgestock 2024 highlighting how advertisers and marketers can embrace new ideas, challenge old assumptions, and push towards a more human-centered and effective future for our industry.

1. The Speed Trap: Efficiency is important, but don't let it kill creativity. Prioritizing speed over customer experience can backfire in our industry, and often the real value can be found in the time taken to get to the ultimate destination - both in terms of the customer journey and the process we take to deliver the work! So, slow down, pay attention, and prioritise campaigns that resonate on a human level.

2. Empathy in Crisis: Iconic cream cheese brand Philadelphia showed us that understanding consumer emotions is key, especially during tough times. By becoming a 'magnet' brand during the cost-of-living crisis, offering comfort and familiarity to families, the business built trust and loyalty amongst their audiences for the long-term. Philadelphia truly gave us a masterclass in finding your brand's timeless truth and the benefits of connecting with empathy.

3. AI - Co-pilot, Not Replacement: Nudgestock 2024 really took the time to remind us that AI is a tool, not a threat. It can unlock creative potential by expanding our ideation process and working with us as a digital colleague, rather than acting as a blocker to human expertise. So, let's develop our prompting skills, curate AI-generated ideas, and get to great creative with our new teammates - just remember: human judgment is still paramount!

4. Rituals Over Habits: Oreos' "twist, lick, dunk" isn't an accident. It's a ritual, adding emotional value to the brand experience. In our fast-moving, always-on era, brands can forget the value in infiltrating those busy moments by designing simple, enjoyable rituals around their products to deepen consumer connection and build lasting engagement. Remember to lean into the beauty of the ritual, not just the practicality of the habit.

5. Circadian Rhythms, The New Frontier: Imagine ads tailored to individual body clocks, promoting both products and consumer well-being. By understanding when consumers are most receptive, we can deliver the right message at the right time, maximizing impact and fostering a healthier relationship with our audiences. We believe circadian rhythm-based marketing is the next frontier for our industry and we're excited to see where it takes us.

Ultimately, Nudgestock 2024 reminded us that the future of advertising is about more than just selling. It's about understanding human emotions, leveraging behavioural science to get to the crux of these drivers, and using those insights to create meaningful experiences and foster genuine connections between consumers and brands.