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Behaviour & Psychologyarticle
Marketing's One Responsibility: Changing Behaviour
Marketing is not awareness, reach or engagement. It is behaviour change — everything else is decoration.
2 min read
The ATM perspective
2026
Say there is a man named Sam who uses another brand's shaving cream. You want him to use yours. For that, Sam has to change his behaviour and his mental model of your brand. That is marketing's one responsibility: changing behaviour. Here at YTR we apply behavioural science principles to get to consumers' latent needs, motivations and desires.