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  • How can brands encourage people to think about tomorrow, today?
  • How can brands encourage people to think about tomorrow, today?
    Yağmur Adam (2012) ©
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How to make people think about tomorrow, today

Would you rather jet off to the Bahamas next week, or save and go in a years’ time? In an ‘I want it now’ culture, thinking for the future is hard. When two-thirds of boomers retire they won’t have saved enough to maintain their lifestyle. How can brands encourage people to think about tomorrow, today?

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Are you trying to drop a few pounds? Eat healthier? Save up for a rainy day? In a world where anything can be home-delivered, there’s an app for every whim, and instant gratification reigns, concepts of willpower and self-control are more cumbersome than ever.

“Our simulations of the future are inherently impoverished,” explains Hal E. Hershfield, Professor of Marketing at UCLA. “They’re not imbued with the same arousal and emotional colour that the present is.” [1] This phenomenon is known as ‘present bias’ – an inclination to focus on the now instead of ...

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