If public debate and media content is anything to go by, it certainly feels like we’re currently in the eye of the storm. But what is really going on here? In our webinar, we’ll explore the contributions evolutionary psychology can make to our understanding, predictions and influence on human behaviour, to answer this question. We will argue that many of the human behaviour frameworks upheld in our industry are out of date, and outline the 7 Fundamental Motives model as providing a more reliable understanding of the motivations that underpin what can seem like ever-fluctuating wants and needs. We’ll then take these learnings and discuss what they mean for research and marketing. We’ll present listeners with a toolkit with which to apply learnings from evolutionary psychology to navigate the current consumer context. Our audience will leave with a set of key principles to consider – and bucket loads of food for thought!

1. Looking back to look forward
Sarah Jay & Kym Loeb, Acacia Avenue
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Looking back to look
forward
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Kym Loeb Sarah Jay

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“Grey’s Anatomy applies to every
person in the world. Why should the
anatomy of the mind be any different?”
- Robert Wright, The Moral Animal

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“Of the billions and billions of
species of living things that have
existed since the dawn of Bme,
most – 99%, it has been said, are no
longer around.”
Bill Bryson, A Short History of Everything
1

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“The disjuncBon between the
context of our design and our lives
is probably responsible for much
psychopathology as well as much
suffering.”
Robert Wright, The Moral Animal
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“Our emoBons are evoluBon’s
executers. They exist because they
prompt or reward behaviour which
is beneficial to evoluBonary goals.”
Robert Wright, The Moral Animal
3

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“What we call cultural values are
expedients to social success.
People adopt them because
others admire them.”
Geoffrey Miller, Spent
4

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Maslow’s Hierarchy of Needs
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Self-
actualisaBon
Ego
Social
Security
Physical

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1) We don’t prioriRse safety and security above all else

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2) Ego and self-actualizaRon are not superior needs

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2) Ego and self-actualizaRon are not superior needs

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3) Belonging is not a superior need

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Care of
Kin
Mate
acquisiBon
Mate
retenBon
Disease
avoidance
Self-
protecBon
Status
AffiliaBon
Griskevicius & Kendrick, 2013
The 7 Fundamental MoRves

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1. Fundamental moBves underpin the proximate reasons people o_en give for their behaviour.
What’s really at play?
2. Your target audience also has a target audience of their own – and this changes depending on context
3. The interacBons in your research conversaBons may be more revealing than you think

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“We are all puppets
of natural selecBon -
our best hope for
even parBal
liberaBon is to
decipher the logic of
the puppeteer”
Robert Wright, The Moral Animal

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Thank You!
Acacia Avenue Ltd
353 City Road
London
EC1V 1LR
T: 020 7014 9500
www.acacia-avenue.com

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Q & A
Acacia Avenue
Sue York
NewMR
Kym Loeb Sarah Jay

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NewMR 2018 Sponsors
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