The year 2017 was the year of behavior change marketing. Here is our list of marketers who changed our behaviors for good, for bad, and maybe forever. If there are any brands you think deserve to be added to the list, tweet us here and let us know!
For changing the way we read, shop and watch…
From almost never going to a mattress store to never going to a mattress store – all in one brilliant brand experience.
For merging innovative technology with behavioral design to reinvent the way we learn languages.
Per unire tecnologia innovativa e design comportamentale per reinventare il modo in cui apprendiamo le lingue.
Para fusionar tecnología innovadora con diseño de comportamiento para reinventar la forma en que aprendemos idiomas.
Kakushintekina gijutsu to kōdō dezain o yūgō shite, gengo o manabu hōhō o kaikaku suru tame.
For making it easy for people who don’t even have time for Duolingo to do what we just did above.
For making travelers feel more at home, regardless of where they are.
For taking the genome revolution to the people, allowing us to access our own DNA, find our DNA relatives, and empower us to lead healthier lives.
Nobel Prize Committee
For bringing the beneficent insights of behavioral economics into the international spotlight.
For closing the gender-investment gap by giving women the tools, place and voice to invest for themselves.
For making the most personal of clothing decisions – what socks to buy – the most pro-social, by giving a pair of socks to a homeless person for every pair we buy.
Cards Against Humanity
For showing that a silly, politically incorrect game can take a serious political stance, and win big.
For building a platform that makes humans helping humans more possible than ever.
For showing that your guru can be an app. And, for introducing the life-changing effects of meditation to millions, ten minutes at a time.
First, for changing the way tens of millions of us get from here to there. Then, for exploiting their monopoly in greedy and insensitive ways and driving millions of us to Lyft and other options.
From the Russian election hack to the #MeToo movement, Facebook has had an outsized effect on all aspects of our society, changing our behavior in good, bad… and still unclear ways.
For allegedly over-delivering hydrocodone, and perpetuating the opioid epidemic, which currently ends 144 American lives each day.
HelloFresh / SunBasket
For turning the average joe into an iron chef, all without going to the grocery store.
For simplifying and streamlining the dating process with one swipe of a finger.
For forever ending the headache of splitting a bill and making the act of going to an ATM a behavior of the past.
Resy / OpenTable
For removing human interaction from the reservation-making process.
For changing the way we manage our email inbox.
For using complex algorithms to change the way we discover music.
For changing the way television shows are produced and consumed.
For making managing your wealth as easy as scrolling through your phone.
For making online shopping more personal.
For showing us that there is no such thing as spare change.
For making listening the new reading.
For turning our heroes into our teachers.
We’ve loved watching these brands change our behaviors, and change the world. We can’t wait to see what 2018 has in store!
If you could give people access to their own DNA, and interpret what it could potentially mean for their health in the future — would they change the way they lived? Would they exercise more? Make alterations to their diet? Stop smoking?
Would they change the way they behave everyday?
That’s the bet that Anne Wojcicki waged when she started 23andMe, a world-changing, first of its kind direct-to-consumer genetic testing company that aims to shift the way we think about healthcare from its current diagnostic model to one based on prevention.
Before launching 23andMe, Wojcicki had already led a successful career as a health care analyst on Wall Street. This career path also came with a front-row seat to the red tape and lack of action that was plaguing the health care industry. Convinced that America needed a more efficient and more consumer-focused way to treat illness and invent drugs, she decided to pioneer a path forward. By founding 23andMe, she made championing that change her life purpose.
It’s a mission that landed her on the front page of Fast Company, accompanied by the bold headline “The Most Daring CEO in America.”
“We’re not just looking to get a venture-capital return.” Wojcicki told Fast Company. “We set out with this company to revolutionize health care.”
23andMe’s $999 saliva kit, which was delivered right to customers’ doorstep, allowed consumers to track their ancestry. It analyzed their DNA, tested for 254 health risks, and alerted consumers on their susceptibility to certain diseases – all without having to go to a doctor. Just a few weeks after submitting your kit, the results would come in with tips and guidance on how to reduce those health risks. Wojcicki was using technology to shorten the cycle of optimization.
Having this type of information could potentially spur people to make healthier lifestyle choices. Learning that you are at a higher risk for a certain disease, simply because of your genetics may propel you to mitigate that risk by making changes where you can, like quitting smoking or beginning to exercise more.
After a blazing hot start, the company’s personal genome test kit would go on to be named “Invention of the Year” by Time Magazine in 2008 – just two years after the brand was launched.
More venture capitalist funding came pouring in, and 23andMe drove the prices of its tests down from $999 in 2007, to $399 in 2008, to $99 in 2012. The product was intentionally being sold well below its marketplace cost, because the real growth potential, and the world-changing impact that comes with it, doesn’t lie in the saliva kits.
Instead, 23andMe was steadily building a gold mine of health and DNA data by building on its wide community of consumers – a valuable commodity to pharmaceutical companies, hospitals, and even governments.
Each consumer is asked to participate in research, with a clear majority of them providing consent. All of the information gathered is under anonymity, with no individual data being sold. Through partnerships, this aggregated data could now be used to research and discover cures for diseases that spring up from troublesome genetic mutations.
23andMe was disruptive. It utilized technology to supplant an ingrained habit with something that didn’t formerly exist. An entirely new experience – and one that was less expensive, more convenient, and more consumer-driven.
And the disruptive brand is one that is met with confusion, uncertainty and resistance – and, in November of 2013, that resistance came by way of the FDA.
With a harshly worded email, the U.S. Food and Drug Administration demanded 23andMe to withdraw all its tests for genetic risks related to health from the market – limiting the company to providing information about ancestry and ancestry alone.
23andMe had failed to communicate with the agency and meet their compliance standards – leading their health analysis to being terminated due to the USFDA’s growing concern of inaccurate results — and the consequences that come with it.
And while its popular ancestry product has brought us hundreds of heartwarming stories, like this man who gained an entire family from conducting the test, Wojcicki founded 23andMe with a higher purpose in mind.
She and her company were in a difficult spot. Following the moratorium, sign-ups had dropped by more than 50 percent. The company was barely surviving on their ancestry services. This was a sink-or-swim moment.
But Wojcicki was a challenger, and 23andMe was a challenger brand. She started the company with a vision, and she wasn’t going to separate what they were doing from why they were doing it. This was simply another problem she had to solve – and when you have an inspiring idea, nothing is insurmountable.
If 23andMe was going to survive, Wojcicki would have to find a way to cut through the red tape. With her back against the ropes, she and her team began working closely with the FDA.
Two years later, in 2015, the FDA granted 23andMe approval for a different kind of testing. This test would be focused on “carrier status” reports, which tell you if you have a copy of a mutated gene for a disease like cystic fibrosis or sickle cell anemia. The mutation would not affect the consumer directly, but it could affect their future children. Still, 23andMe was not authorized to tell the consumer about their personal risk.
A far cry from the 254 tests the company used to offer, the FDA decision was a still victory for 23andMe. It was the first step in the right direction, albeit a small one.
Determined to lift that bar even further, the 23andMe team continued to work closely with the FDA, and earlier this year that hard work was finally rewarded.
On April 6, 2017, the FDA came out with a press release allowing the marketing of 23andMe Personal Genome Service Genetic Health Risk (GHR) test for 10 disease or conditions, including Parkinson’s and Alzheimer’s disease.
This was a groundbreaking moment. The first direct-to-consumer test authorized by the FDA that provides information on an individual’s genetic predisposition to certain medical diseases or conditions.
Until that moment, the only way for people to get such genetic tests was to see a medical professional. Now, 23andMe consumers can log in to an online account and see their report and its interpretation. Behaviors were being changed.
Wojcicki discovered that she had to work with the FDA, rather than against them, to really drive that change. And in doing so, she proved that there is a market for direct-to-consumer health care.
The door is now open. The FDA has established new and less rigorous guidelines for approving at-home genetic testing, which will allow other direct-to-consumer health companies to enter the market with less resistance. Plenty of competitors are already waiting in the wings.
Today, the company is still growing rapidly. Its products have been used in several research projects, including studies on female fertility, depression, Parkinson’s disease, and even nail biting.
With a current valuation of $1.1 billion, the company now boasts well over two million customers. This past June they were ranked #4 on MIT Technology Review’s 50 Smartest Companies List – right behind Jeff Bezos’ Amazon and Elon Musk’s SpaceX.
Behavior change is hard to create – but courageous marketers who obsess over helping people make more inspiring decisions and live more empowering lives will stop at nothing to do so.
Anne Wojcicki is that type of inspiring action marketer.
That’s why 23andMe is our Inspiring Action Brand of the Month!