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With demographics becoming more fluid and less indicative of behavior patterns, it's important to lead with psychographics when segmenting audiences. ...

We could spend all our time convincing our audiences to take action for the reasons WE think they should. But that's the long route and it's an ineffe...

The Diffusion of Innovation Theory sparks many questions about the world around us. One of those being: how do we know if an idea will become a trend ...

Rather than spend our efforts making our audience feel shame, let's use those resources to direct them towards choices, habits and actions that will h...