Starting university, graduating, moving house, running a marathon, marrying, having kids, divorcing. If you asked someone how they might respond to one of these life events, they would probably list a plethora of sensations: love or loathing, exhilaration or exhaustion, serenity or stress, hope or horror. Perhaps all these things in the case of having a child.
However, if you posed the same question to William Hanmer-Lloyd, head of behavioural planning at Total Media, he would provide a more succinct answer: a person experiencing any of these events is simply more likely to try new brands.
Hanmer-Lloyd’s claim is backed...