Myths are pervasive in marketing. Three big myths that seem to be doing the rounds over recent years are: Education is the key to behaviour change. Viral marketing changes behaviour. Influencers change consumer behaviour. Great marketers understand that education is rarely enough, viral marketing does not work like COVID-19, and influencers are rarely as influential […]

Myths are pervasive in marketing. Three big myths that seem to be doing the rounds over recent years are: Education is the key to behaviour change. Viral marketing changes behaviour. Influencers change consumer behaviour. Great marketers understand that education is rarely enough, viral marketing does not work like COVID-19, and influencers are rarely as influential as many people seem to think. EDUCATION One of the many dangerous myths in marketing is that education changes behaviour. There is a view that the more people know, the more likely they are to behave as we ca=want them to. While it would be convenient for this to be true – all evidence suggests that it is not valid. While this is often the case, education is not always an effective tool for managing human behaviour. All too often, people know the facts and know what they should do (they have the facts) but…