The most prevalent myth in marketing is that people are always making conscious decisions. In fact, most consumer behavior isn’t a decision. It’s a habit. While many strategies focus on awareness, persuasion, or loyalty, they often miss what actually drives repeat behavior: automatic, ingrained routines.

This session introduces the Habit Cycle framework—a practical model for understanding how habits form, persist, and influence behavior over time.

Join Dr. Neale Martin, PhD and author of Habit: The 95% of Behavior Marketers Ignore, Meg Sloan, seasoned marketing executive and Brant Cruz, SVP of Platforms and Audiences at CMB as they explore how to move beyond traditional metrics and uncover the underlying patterns that shape real-world actions. Through case examples in financial services, travel, and digital platforms, you’ll see how brands are using habit-based segmentation to uncover hidden triggers and unlock more effective experiences and messaging.

If your current strategies are falling short on adoption, consistency, or retention, this session offers a clearer path forward, rooted in how behavior actually works.

What You’ll Learn:

• How to tell if behavior is driven by habit or conscious decision-making
• Ways to map the Habit Cycle to real customer actions and experiences
• How to translate habit insights into smarter messaging and design choices