A young man walks into a clinic. Over the past 12 months, he has transformed almost every aspect of his life. He has quit smoking, run a marathon, and been promoted at work. The patterns inside his brain, neurologists discover, have fundamentally changed.
Marketers at Procter & Gamble study videos of people making their beds. They are desperately trying to figure out how to sell a new product called Febreze, on track to be one of the biggest flops in company history. Suddenly, one of them detects a nearly imperceptible pattern—and with a slight shift in advertising, Febreze goes on to earn a billion dollars a year.

What do these people have in common? They achieved success by focusing on the patterns that shape every aspect of our lives. 
They succeeded by transforming habits.*

* The Power of Habit by Charles Duhigg  



The key to success is: 

  1. Making a decision an automatic behaviour.
  2. Creating triggers to build routine.
  3. Building meaning and motivation to sustain behaviour change and prevent relapse into old ways.


When new behaviours — new products or services — are not adopted, the real problem often lies not in a lack of awareness or knowledge in the consumer, or even a lack of intention to use, but in the failure to change existing habits or adopt new ones. And this is where insights from behavioural science — the rapidly growing scientific study of our behaviour and decision making — comes in.

Our brains are "plastic", new behaviours can be formed. At Fresh, we focus on insights that change behaviour, form habits and create routines.

This is the basis for our methodology and the only road to ensure growth for your products and brands.