It’s a mind game.
Those in business (and government) are awakening to a new, emerging reality.
Changing consumers’ minds is both an aim and a powerful external driving force.
In the first instance, many prevailing attitudes, perceptions, realities and decisions are the products of conditioning. Past and current experiences have shaped mindsets that have influenced or resulted in preferences and behavioural traits.
Effecting changes can be a slow, laborious process. Resistance to change is omnipotent. Push-back, dismissal, and selective perception (in which only the recognised and accepted norms resonate and influence) are common, to differing degrees.
Proposing, detailing, explaining, endorsing, and outlining the benefits, advantages, disadvantages, and rewards of alternative criteria, decisions, and business models can be, and often are, intense. Resources need to be applied over extended periods.
Explaining and accepting the reality that prevailing cause-and-effect relationships narrow options and deny opportunities can be a confronting challenge.
Known and probable outcomes tend to be accepted with the rationale:
No worries
Really! Opportunities forsaken and possibly lost.
DIFFERING PROPOSITIONS
Submitting, advocating, and endorsing alternatives are typically met with tentative, possibly negative, apprehensive, and, in isolated instances, enthusiastic acceptance.
Remember: Don’t tell me.
Sell me.
Business, political and social leaders have jobs to do. The most apparent is to lead the charge to change.
That may include the need to reset the narratives.
Contemplate for a moment a change from zero emissions, 25 years hence, to more affordable energy costs now. The promises of the latter are alluring, compelling and seemingly attainable in the NOW.
Likewise, with more immediate, effective treatment and possibly cure of cancer – melanoma in particular – dementia, childcare expenses, education standards and long-term secure residential accommodation.
Changing consumers’ minds is attainable and sustainable if there is sound reasoning, benefits, advantages and rewards. In short, changes for the better.
Cast aside, for the moment, ideologies. They are seldom costed, subjected to forensic analysis and therefore affordable and viable.
Think, 100% renewables, capital-intensive solar panels, wind turbines and green hydrogen. Don’t forget to reflect on the physical and visual pollution associated with their production, installation, operation, and transmission.
Marketers, advertising agents, public relations consultants, accountants, lawyers, engineers and educators are among the professionals who need to adopt and adapt the underlying philosophies and practices for the benefit of all. It’s a fun-learning experience as evidenced in the conduct of an exclusively interactive workshop.
This is a message for those in travel, retail, hardware, jewellery, finance, franchising and small business.
A CURRENT DILEMMA
Much of the current discourse in society, the marketplace and the economy centres on a seemingly huge divide. That is:
A big change for a few.
Or
A small change for many.
Implicit in the concept of consensus are the principles of acceptance, tolerance, endorsement and advocacy.
Now the challenge.
Conceptualise, formulate, document, implement, maintain and develop a new mindset, in which the optimal outranks idealism.
To do so successfully, one will need to stand proud, articulate, project, recognise and celebrate changing consumers’ minds.
by Barry Urquhart – (c) 2026.
Read Time: 5 minutes.
About the Writer.
Barry Urquhart is a highly regarded market research and strategic planning consultant, recognised throughout Australasia for his insight, clarity, and thought leadership. A seasoned keynote speaker at premier conferences, Barry is also the acclaimed author of Serves You Right! And Service Please!, two of the region’s top-selling titles on customer service excellence.
Respected as a trusted voice in business strategy, Barry continues to lead influential workshops and development programs that help organisations drive sustainable growth, elevate service culture, and achieve competitive distinction.
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