Today’s most effective campaigns do more than capture attention; they create lasting impact. This is the power of behavior change marketing (BCM), a strategic (and scientific) approach that goes ...

Positive behavior change is so hard to maintain because most behavior is habituated, running on autopilot, while we think about other things. Under stress, all animals, including humans, are likely to ...

The Harry Potter audiobooks helped Katy Milkman make a foundational discovery about exercise behavior. A Harvard graduate student at the time, she was struggling to work out. Once a varsity tennis ...