The MINDSPACE Framework: psychology meets marketing
MINDSPACE is a framework designed to harness the subconscious drivers behind human behaviour. Developed by the UK Government’s Behavioural Insights Team, MINDSPACE stands for Messenger, Incentives, Norms, Defaults, Salience, Priming, Affect, Commitment, and Ego.

Understanding the Component
Messenger:
We’re more likely to be influenced by messages coming from people we trust or admire. Think of how influencers or celebrities shape consumer behaviour.
Incentives:
We’re motivated by rewards and a desire to avoid losses. This is why loyalty programs and special offers can be so effective.
Norms:
People follow the crowd. Highlighting positive trends can drive adoption of the behaviour you seek.
Defaults:
Humans are inherently lazy decision-makers, so we often stick with pre-set options.
Salience:
To stand out, make your message relevant and eye-catching.
Priming:
Exposing individuals to specific cues can subconsciously influence their behaviour later.
Affect:
Emotions drive decisions. From happiness to fear, appealing to the right emotion can be a game-changer.
Commitment:
Public commitments make us more likely to follow through.
Ego:
People want to feel good about themselves. Highlighting how a behaviour enhances self-image can nudge individuals to act.
By applying the MINDSPACE principles, businesses can create more effective and engaging marketing campaigns. Want to see how these principles can elevate your marketing? Check out our full blog.
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