Behavioral inertia has become a buzzword in marketing, often associated with the stubborn action (or inaction) of a target audience. As anthropologists, Sonika and Gabe are often approached with the challenge of designing interventions that break inertia; however, there's more to inertia than simply recognizing it and knowing how to overcome it. In this episode, they break down the emotional motivators of inertia, the possibility of leveraging and rewarding inert behaviors, and why it's paramount to focus first on what a target audience is doing as opposed to what they aren't.

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