Consumers are often slow to adopt new behaviors but their actions can shift rapidly if the context or interface of their decision-making is changed.

“Behavior is slow to change. Okay. But if you change the context or the or the interface which people use to make a decision, everybody's behavior changes.”

Consumers are often irrational and act on emotion rather than logic when making purchasing decisions.

“you think consumers are consistently rational, but we are all very irrational because [music] we operate from emotion more than logic.”

Richard Shotton contends that people are significantly more likely to remember concrete, visualizable concepts than abstract ideas.

“So, you are four times more likely to remember the thing that you can visualize. And Begg's explanation applies just as much to 2026. His argument is vision is the most powerful of our senses. So, if you use language you can visualize, it's very sticky.”

Consumers often use the amount of effort they perceive a company put into a product as a proxy for the product's actual quality.

“We use effort as a proxy for quality.”

Consumers today are primarily driven by relevance, and social media platforms now align with business objectives by serving users content that matches their specific interests.

“If you're a marketer in here, and many things have changed, but what has not changed is that relevance leads to consideration, leads to purchase.”

AI agents are already proving effective at discovering niche brands and products that align well with specific user needs.

“I have had the experience of, you know, I was trying to find a travel adapter and I found it from this, like, tiny company that I had never heard of, but doing exactly what I wanted.”