Christmas makes no sense to classical economists. Far too often we spend money we don’t have giving people we don’t know well or even like things they don’t need, want or enjoy.
We fill our homes with things we’ll only use once and food and drink we rarely touch in quantities we shouldn’t countenance. Yet, despite universal acknowledgement of the waste Christmas can bring we persist.
Behavioural Economists can give a better – and far more human – insight in to why. In doing so they show why brands can play a crucial role in making sure we waste less, enjoy more and give great presents not duds.
In the video below, Dr. Nick Southgate presents his talk from Attention: The Christmas Countdown, using the insights of Behavioural Economics to explain why we persist with Christmas despite the pitfalls and dramas. And shows the crucial role that brands can play in helping people have a "Happy Christmas".
