EAST Framework: How Behavioural Science Can Transform Marketing 

Behavioural science has a lot to teach us about why people buy. The EAST Framework offers a practical lens for designing marketing that feels easier, more attractive, more social, and perfectly timed.

As marketers, we’re always looking for ways to better understand people. At its core, marketing is about influencing human behaviour.  

I recently attended a conference where one of the most insightful sessions came from a behavioural science expert and author, Richard Shotton. 

His talk explored why people buy, how they make decisions and what truly motivates them. As both a marketer and a consumer, I found it fascinating to see just how closely behavioural science connects with effective sales and marketing strategies.  

One framework, in particular, stood out to me: EAST (Easy, Attractive, Social, Timely). 

It’s a simple, practical and powerful lens for any business owner or marketer who wants to influence behaviour in smarter, more human ways. 

What is the EAST Framework? 

The EAST Framework outlines four principles that can be used to drive behaviour change. It was built on the basis that behaviours are more likely to be adopted if they are Easy (E), Attractive (A), Social (S), and Timely (T). 

It was designed in 2014 by the Behavioural Insights Team to help the “government, civil society, and the private sector” design interventions that actually shift behaviour. 

In short, by reducing friction, highlighting benefits, leveraging social cues, and prompting people at the right moment, you dramatically increase the chances of changing behaviours.  

How Does the EAST Framework Apply to Marketing?

Easy: Remove Friction

Consumers are far more likely to act when the process feels effortless, which is why simplicity is such a powerful tool in both marketing and sales. 

“We often underestimate the power of ease.”  

Whether it’s streamlining online forms, creating frictionless checkout flows, or using clear, jargon-free messaging, the goal is always to remove barriers and make the journey intuitive.  

The same principle applies to navigation across digital platforms; when customers can find what they need quickly and simply, they’re more inclined to convert. 

We see this in action every day without even realising the behavioural strategy behind it. Netflix’s autoplay series feature or Amazon’s one-click purchase button are perfect examples of how reducing friction keeps customers engaged and drives decisions.

Attractive: Make the Offer Irresistible

As human beings we respond emotionally before we respond logically, even if it’s only by a fraction of a second. That’s why how you frame an offer can be just as important as the offer itself. 

One study really stuck with me and honestly, I’m one of these consumers!  

When only two options are given – Basic and Premium – buyers usually split 50/50. But add a third, pricier Premium Plus, and suddenly the middle option feels like the ‘smart’ choice.  

People are happier to pay for Premium because Premium Plus makes it look more valuable by comparison. And pricing is often tweaked to sweeten the offer further. 

You’ll see this everywhere, from popcorn sizes at the cinema to subscription services and even banking. Tide does this brilliantly, structuring its plans so the mid-tier naturally feels like the most sensible pick.  

It’s a reminder that making an offer attractive isn’t about flashy design, it’s about smart psychology that taps into how people think and choose.

Social: Use Proof and Influence

For thousands of years, survival depended on sticking with the group, and that instinct is still very much alive today. People want reassurance that others are buying, using, and loving your product, but it’s not just about showing off big numbers.  

What really matters is relevance; customers want to see proof from people who they identify with in some way. The secret is understanding your audience and tailoring the proof to them. 

Smart brands tap into this instinct in subtle but powerful ways, whether it’s highlighting best sellers, adding a tag that says, ‘15 people are viewing this right now’, or marking an item as ‘sold out’ instead of just ‘unavailable’. 

The Body Shop does this brilliantly in store with the line, “Sorry, we’re so popular we’ve run out,” turning scarcity into desire. It’s a reminder that social influence in marketing isn’t about shouting that everyone’s buying, it’s about showing the right people, in the right way, that people like them are already on board.

Timely: Get the Moment Right

The talk concluded by emphasising the importance of timing. People are more receptive to messages at certain moments, so understanding when to communicate is crucial. While first impressions are undeniably important, I found the discussion on the peak-end rule particularly intriguing.

Humans tend to remember the most intense moment (the peak) and the ending of an experience, whether it’s a holiday, a meeting or any interaction. This makes creating moments of surprise and delight essential, whether you’re selling a travel package, pitching to a client, or marketing a product.  

Ask yourself: what will be the peak moment, and what will be the final moment your customer or client experiences? Ensure both are positive and memorable. 

Behavioural science reinforces that timing is everything. Marketing campaigns are far more effective when they reach people at the right moment. Similarly in sales, following up at the optimal time can be the difference between a lost lead and a closed deal. 

Behavioural Science in Action: The Future of Marketing 

Behavioural science isn’t just theory, it’s a practical tool for shaping how we design marketing campaigns, sales strategies and customer experiences.  

By applying frameworks like EAST, we can: 

• Increase engagement with digital campaigns
• Shorten sales cycles 
• Improve customer loyalty and satisfaction 
• Build stronger, more human brands 

For businesses that want to stay ahead, understanding human behaviour isn’t optional, it’s a competitive advantage.  

At Floresco, we’re deeply involved with our clients at every stage, from planning to strategy, to ensure campaigns are easy to engage with, compelling, supported by social proof, and timed for maximum impact. 

If you’re looking to create marketing that truly connects and drives results, we’d love to hear from you.

Photo by Jon Tyson on Unsplash