Mindstate Marketing in Uncertain Times

April 23rd, 2020

Mindstate Marketing


The COVID-19 coronavirus pandemic has completely changed daily life for billions of people within a few short weeks. With high levels of anxiety over personal health and finances, consumers are drawn towards brands and experiences that provide feelings of SAFETY, CONTROL, and emotional RELEASE. 

Brands have a critical role to play at this time and 67% of Canadians find it comforting to hear from brands they use about their response to the pandemic 1.  So, how should you adapt your messaging in a very uncertain 2020? The answer lies in behavioural psychology and modifying your messaging to deliver on three subconscious ‘mindstates.’ 

Join the BCAMA on Thursday, April 23 at 2 pm for a one hour webinar with TriggerPoint founder William Leach.  Learn how to optimize messaging and experiences to evoke feelings of SAFETY, CONTROL and RELEASE that are so highly desired in today’s uncertain, COVID-19 world. This session will be LOW THEORY, HIGH APPLICATION so you can immediately apply these insights into your communications. 

1 2020 Edelman Trust Barometer Brands and the Coronavirus

What you’ll take away

  • Understand what subconscious mindstates are and their relationship to behavioural marketing
  • Why safety, control and release are important higher-order goals right now
  • Tactical ideas for how you can adapt communications




About William Leach

Will Leach

William Leach
Founder TriggerPoint

TriggerPoint is a behavioural research and design consultancy specializing in identifying & influencing the neurological and psychological factors driving consumer decision making.

After 17 years of consumer insights experience in the CPG, Biotechnology and Energy industries, Will saw an opportunity to blend his passion consumer insights with his expertise in behavioural science-based design. TriggerPoint is the result of that passion.

Outside of TriggerPoint, Will enjoys spending time with his wife and their young son. He has also completed three Iron Man events, so it’s best not to challenge him to a foot race.

Before starting TriggerPoint, Will headed BrainJuicer Behavioral Labs & PepsiCo’s Shopper Marketing & Retail Testing laboratory where he consulted on Behavioral Research & Design Solutions.

In 2011, Will won the IIR Explor Award for his groundbreaking use of behavioural research and design to non-consciously drive cross-purchases at PepsiCo.


Event Details

Date: April 23rd, 2020

Time: 2:00 PM - 3:00 PM

Place: Zoom Meeting

Type: Virtual Webinar

Members $15
Non-Members $25
Collegiate $15
Students $15

Refund Policy: Full refund 5 days prior to the event