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Making habits irresistible to adopt & impossible to drop

The MullenLowe Habit Lab is our global expert collective of behavioural scientists, strategists, psychologists and AI agents obsessed about behaviour change, from the values that shape us to the frictions that stop us. ​

​Changing the habits of a nation is in our DNA. We’ve been doing it for more than 20 years. ​

20 billion impressions and 90% recognition for our Covid 19 campaign

As the lead agency for the UK Government’s Covid 19 response, we applied neuroscience to help save lives through campaigns underpinned by continuous behavioural optimisation, tapping into social norms, seasonal habits and cultural nuances. ​

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2 Effie Awards
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2 Campaign Purpose Awards
Covid19 campaign image

1 billion people adopted new hygiene habits through our work with Unilever

Our global habit-building campaigns for iconic Unilever brands like Lifebuoy and Pepsodent make it easy and fun to wash hands five times a day and brush teeth day and night. ​

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2 Silver Cannes Lions Awards
Lifebuoy campaign image

64 countries supported our International Day of Play at the United Nations

Working with a coalition of partners, we created the strategy and brand for the first International Day of Play, igniting systemic change to protect a child’s right to play .

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International Day of Play speaking at the UN

118 countries assessed for ‘toilet loss’ by Economist Impact, galvanising 100 experts to drive systemic change

We called for governments to treat toilets like gold by using ‘Loss Aversion’ to show the $18.5 billion lost to toilet neglect​.

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An illustration of different toilet stalls, one of them has an "Out of order" sign

19 million engaged to ‘Mod the Veg’ using social norms to get Gen Z eating more veg and less meat ​

We use social norms and ‘desirability’ to get Gen Z eating a bit more veg and a bit less meat by making it fun. ​

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ModTheVeg campaign image

5.9m people took action as a result of our Every Mind Matters campaign

We prioritised mental health and those most in need by identifying small, high-impact actions that create meaningful improvements in mental wellbeing through evidence-based behavioural interventions.​

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2 Silver Effies Awards
Two guys smiling and sharing a coffee outdoors, part of Every Mind Matters campaign

A team of experts, supercharged by AI

Change is complex – no one way fits all – so we create bespoke teams for our clients shaped by sector, audience and scale of change.

Our people-based approach combined with IPG’s data stack accelerated by AI keeps us ahead of the curve, uncovering new ways to shape habits that do good and drive growth. ​

A diagram of how behavioural scientists, strategists, psychologists and other specialists work together with help from AI accelerators

Our process

Our Habit Design moves rapidly from theory to action, applying neuroscience insights and AI to optimise strategy and assets. ​

A diagram of the Habit Lab processA diagram of the Habit Lab process

Let’s build a team to help you with habit change

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