Time is of the essence: How behavioural science can make marketing more timely

Meet consumers in the moment

What a consumer wants changes with context: the season, their mood, wider cultural moments and what is happening in their lives. Meeting consumers in the moment means aligning marketing with the times when people are naturally more receptive to a message.

A gym offering January deals taps into New Year motivation, while attractions promoting school holiday discounts connect with parents already planning family activities. Even seasonal products, such as a Starbucks’ Gingerbread Latte, work because they capitalise on the festive mood, triggering nostalgia and emotional connection. By linking campaigns to what consumers are already thinking or feeling, brands can increase relevance, engagement and action.

Meeting consumers in the moment is not limited to seasonal moments; it also means reaching consumers when they are already considering a solution. For The Student Energy Group (TSEG), Leopard Co used Google Search campaigns to capture high-intent users through strategic keyword targeting and optimised ad copy. By appearing at the point of need, TSEG could reach audiences who were actively searching for support, helping turn existing interest into action. This formed part of a wider strategy that strengthened TSEG’S industry profile, contributing to four prestigious business award wins, including Property Tech Company of the Year at the UK Business Tech Awards 2024 and Business of the Year at the Birmingham Awards 2024.

The now factor

One of behavioural science’s most robust findings is present bias: our tendency to prioritise immediate rewards over long-term outcomes. This helps explain why people act impulsively for rewards or delay tasks, even when they intend to follow through. For marketers, this means action is far more likely when rewards are immediate. Framing rewards as instant, or adding short-term incentives, can make action feel more worthwhile and help consumers overcome procrastination.

In practice, this effect is often subtle but powerful. Free trials give consumers immediate access to benefits, from delivery to entertainment, without the upfront cost, making the decision feel easier. Similarly, apps like DuoLingo gamify progress, turning long-term language learning into short-term rewards that keep users engaged.

Present bias is especially powerful in addictive behaviours such as smoking, where the long-term benefits of quitting are clear, but the immediate costs, including cravings stress and effort, can feel stronger. Birmingham City Council and Solihull Metropolitan Borough Council asked Leopard Co to boost awareness and engagement with smoking cessation services among long-term smokers.  Through messaging such as “Light up your life” and “Start your smokefree journey today” we brought the reward forward, framing quitting as something that could improve life now, not just in the future. The campaign motivated 73% of smokers, rising to 90% among 25–34-year-olds, while 41% said it encouraged them to quit. This translated into action, with over 5,800 unique visitors from Birmingham and Solihull visiting the campaign website.

Incentives are another way Leopard Co helps overcome present bias. For Grenade’s Canadian launch, we needed to drive awareness quickly while encouraging the target audience to engage with the brand. Rather than relying on messaging alone, we created an immediate value exchange, handing out 1,000+ Grenade bars to active park-goers in return for newsletter sign-ups. This gave consumers an instant reward for an action they may otherwise have delayed or ignored. Alongside an influencer fitness event, the launch secured 27 influencer attendees, a following of 2.3m, and 7.9m impressions.