Changing consumer behavior is brutally hard.

Description

The hardest thing in marketing isn’t awareness. It’s a behavior change.

Getting someone to switch brands is difficult. Getting them to adopt a new usage occasion is even harder. The most successful innovations understand this—and they don’t ask consumers to overhaul their routines. They ask for one small shift.

One swap.
One new occasion.
One slight upgrade.

The bigger the behavioral leap, the more friction you introduce. And friction kills trial.

That’s why breakthrough brands often feel familiar. They anchor to existing habits and then layer in a single, clear improvement. The packaging reinforces that simplicity—clear category cues, obvious benefits, minimal cognitive load.

If your innovation requires a full explanation to make sense, you’re already fighting an uphill battle.

The smartest growth strategies don’t demand transformation. They engineer incremental change that feels natural, obvious, and easy to adopt.

Video Transcript

00:00:00 The hardest thing to do is change
00:00:01 consumer behavior. Like that is the
00:00:03 hardest thing to do on the planet. I'm
00:00:04 not kidding. Changing consumer behavior
00:00:06 could be buy this brand instead of that.
00:00:07 And there's degrees of change there. But
00:00:09 think about it this way. The most
00:00:11 successful innovations and the most
00:00:13 successful companies are only asking you
00:00:15 to change one

Packaging design case studies: Tree Top boosted parent trust and kid appeal with new packaging.

Mary Marnell Director of Content & Marketing

15 Articles

A seasoned veteran in the CPG (Consumer Packaged Goods) industry, Jason Vaught brings a wealth of knowledge and hands-on experience as the director of content and marketing for SmashBrand. His comprehensive role at the forefront of brand communication ensures that CPG brands remain well-informed about the suite of services SmashBrand offers. Furthermore, his insights derived from the company's strategy, design, and testing services are invaluable to brand owners and managers seeking expert guidance.

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