The power of collective behavioural change is underrated, according to Ogilvy Vice-chair Rory Sutherland.

In an anecdote-heavy keynote at MAD//Anywhere last month, Sutherland said brands should attempt to understand how ‘simultaneity’ – the phenomenon of lots of people doing the same thing at the same time – can unlock marketing and product innovation opportunities.

“What coronavirus has taught me is that there are certain forms of behavioural change that you can only efficiently achieve if you get a lot of people doing things at the same time,” said Sutherland.

“But we continually underrate its importance. What’s astonished me about coronavirus is that suddenly the whole world has changed its behaviour at the same time. Some behaviours such as leisure and travel will revert to the level we saw beforehand. But ultimately when a lot of things change simultaneously, it’s different. “Things that are universal become very sticky,” he added.

Sutherland’s spoke alongside leaders including S4 Capital Executive Chairman Sir Martin Sorrell, futurists Shivvy Jervis and Tom Goodwin, and Not On The High St CMO Ella D’Amato. The event also featured £20k innovation pitches for personalisation and digital brand experience briefs provided by McCormick and Diageo.

All the content is now available on the MAD//Fest YouTube channel.