People aren’t rational.

That’s what makes communications interesting. But it’s also what makes our job so challenging. Behavioural economics helps us understand why we do the things we do – even if they’re not in our best interests. By blending insights from psychology, sociology, politics and other sciences with conventional economics we can create frameworks that identify the real reasons behind decision-making. Social norms, framing of options, culture, religion, gender, differences in taste and preferences, loss aversion, heuristics, hyperbolic discounting and mental accounting are just some of the elements that can play a part in our decision making processes – it can be complicated, but it’s the real world.

At Union Inc. we develop solutions that recognise and work with people’s behaviour, to develop more effective communication outcomes.