Inertia is good

Caroline Whitehill, co-founder of Acacia Avenue, looks at the reasons why people act habitually - a key factor in brand loyalty.

Inertia is Good

Caroline Whitehill

The word inertia has always been associated with a litany of negatives – lazy, uninterested, slow, 'taking the easy way out', and so on. In marketing, inertia is bad. It is often positioned as the arch-rival to involvement...