It may look like a classic consumer purchase funnel, but the Trans-theoretical Model of Behavioral Change that underpins our efforts outlines an entirely different journey for marketing audiences, from status quo to successful behavior change:

Pre-contemplation
They don’t know the costs of their current behavior and change seems hard.

Contemplation
They’re weighing the pros and cons of change, and may see it in their future.

Preparation
They believe change will do them good and decide to start within the month.

Action
They’ve changed in the last six months and are acquiring new skills and habits.

Maintenance
They’ve sustained new behaviors for at least six months and don’t want to relapse.