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!
Five years ago, Randy Heath and David Goldberg stumbled upon a quote that would change their lives forever.
“Socks are the number one most requested clothing item at homeless shelters.”
Not coats. Not gloves. Socks. The very same items that we subconsciously put on every single morning also happen to be a luxury to millions of people in need. Socks are what’s called a “wear through” item, which means that you cannot donate used pairs due to hygenic issues. This makes sock donations particularly difficult, putting them in high demand in homeless shelters across the country.
Surprised and upset by this heartbreaking insight, the two began to brainstorm. They wanted to help bring awareness to this under-publicized issue. They wanted to make a change. They wanted to inspire action.
So they did just that. They quit their jobs and launched Bombas, a sock company built from the ground up with an inspiring idea above commercial intent. To help the over 560,000 homeless people in the United States, Bombas would use the same buy-one-donate-one model made famous by TOMS Shoes and Warby Parker to help deliver to those in need.
But a brand is only as strong as the product and experience it delivers. If Heath and Goldberg were to succeed, they would need to design a product that was superior to whatever was already offered in the marketplace.
They spent over two years on research and development, studying the industry, experimenting with countless fabrics, and dissecting every pain point associated with socks.
The result was a perfectly engineered sock, with every minute detail designed with the consumer in mind — perfect for both athletic performance and leisure.
But the needs of the homeless and the needs of the Bombas consumer are very different. With that in mind, Heath and Goldberg reimagined the structure of their donation sock. The donation sock is engineered with reinforced seams for greater durability and a longer lifespan. It contains an anti-microbial treatment that prevents the growth of fungus and odors, and the socks are in darker tones to show less wear and tear. The refashioned sock is a testament to Heath and Goldberg’s commitment to fight homelessness with innovation and further solidifies Bombas’ reputation as a brand that’s driven by purpose rather than profit.
Stitched inside every Bombas sock is the brand’s mantra “Bee Better.” The name Bombas is derived from the Latin bombus, which means bumblebee. Bees are small, but together, they can make a huge impact. Bombas is no different, and the mantra serves as a constant reminder that we are all connected, and that even the smallest of actions can make a big difference.
Anxious and excited to share their product with the world, they went to market with the goal of donating 1,000,000 socks by 2024 – but it took just two years.
Word of their inspiring brand story spread like wildfire, and people flocked to be a part of it. It was human to the core, and consumers felt emotionally connected to the brand’s purpose and mission. It’s much more than just a pair of socks. It’s an experience that leaves you feeling impassioned, rewarded and inspired.
Today, Bombas has donated 2,287,666 socks to charity – a number that rises by the thousands with each passing day.
2,287,666 random acts of kindness. 2,287,666 inspiring actions.
That is why Bombas is our inspiring action brand of the month!