This is Jan de Vries. We met him during the Dutch Design Week. Perhaps you know him. He is 42 years and 4 months old. His birthday is on September 30th. He wears glasses. He generates an average of about 552 kilograms of waste per year. He covers 36 kilometers per day and spends 58 euros daily during his vacations. Jan works in business economics, how refreshing. His penis is 13.2 centimeters long (when erect), and he greets his neighbors once a week. He listens to The Weeknd on Spotify, and he wears a shoe size 43.
Sound familiar? It very well could be. Jan is the average Dutch person. And although you might not immediately recognize yourself in him (or maybe you do), we are more alike than we think. Our behavior is influenced by numerous factors such as genetics, upbringing, culture, and environment, but ultimately, we all strive for happiness, success, and connection, and we experience similar challenges and obstacles.
While we are all unique, there are many similarities in our behavior. This allows us to understand and even influence behavior, for example, with a behavior campaign. The key is to fully understand the current behavior of the target audience and map out all the frictions, motivations, and environmental factors that hinder the desired behavior. It's a fun challenge that we always enjoy tackling.
Thanks to TU Delft for the inspiration.
Source of data: CBS
Image: AI-generated by Truman