AUCKLAND, Sunday: “We all know people don’t make decisions rationally – there is plenty of scientific evidence to support this,” writes DDB CCO Damon Stapleton in a guest piece in today’s Herald on Sunday.
“However, in business which is, by and large, a very rational environment, this fact is often a very inconvenient truth.
“A lot of people don’t know what to do with it. There is a distrust of emotion because it is unpredictable.
“The answer is art.”
“Yet, the evidence keeps mounting that when it comes to people emotion is very predictable. It is always there.
“In New Zealand, since Covid-19, guess what has grown by 30%?
“Think carefully. What could a pandemic increase the sales of that dramatically? And no, it isn’t toilet paper. The answer is art.
“Art sells surprisingly well during economic downturns.
“Humans are remarkably predictable when it comes to making choices driven by emotion.”
That might sound weird but think about it for a second. Art makes you feel good. Art also might be what you feel you deserve because you can’t take that holiday or afford a new car.
Art (and lipstick!) sells surprisingly well during economic downturns.
“Humans are remarkably predictable when it comes to making choices driven by emotion.
Emotion almost always wins.”
- Read the full Stapleton piece here (you may need a Premium sub to access it).
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