How Triggers Shape What Gets Remembered and Shared—Even When It’s Not Interesting
Some people think spreading ideas is all about being loud, new, or flashy—in reality, triggers silently drive sharing without anyone noticing. Take Cheerios: not the most exciting cereal, but because people see and eat it daily, Cheerios gets mentioned on social media far more often than epic destinations like Disney World. It’s not about how fun or clever your idea is, but how often people are reminded of it by ordinary events in their environment.
Behavioral science calls these reminders 'triggers,' and they explain why Kit Kat sales soared when paired with coffee in a radio campaign. Whenever someone grabbed a cup of coffee, Kit Kat was right there in their mind—even if nothing about the candy had changed. Repetition built a strong association; soon, every coffee break became an implicit prompt to enjoy a Kit Kat as well.
This principle isn’t reserved for brands. Teachers can increase awareness of anti-bullying messages by linking them to visible surroundings or daily objects. Health campaigns use trays as triggers for healthy dining behaviors, and viral YouTube songs like “Friday” spike each week simply because the trigger—Friday—recurs predictably.
Understanding triggers turns the boring into the unforgettable. By intentionally connecting your message with cues people already encounter, you keep it alive in daily conversation long after others have forgotten the most remarkable story.
Pay attention this week to the routines you and those around you rarely question. Spot those repeating events—a morning coffee, a routine meeting, a school bell—and choose one to attach a new message, reminder, or idea you want to spread. Pair them deliberately, perhaps adding a visual or verbal cue, and keep reinforcing the link. As you do, notice whether people start mentioning your message more often without prompting. With consistency, you’ll find your idea popping up at exactly the right moments, keeping it fresh and top-of-mind. Try it out with just one recurring habit for now.
What You'll Achieve
Develop the skill to make your message or project relevant every day by embedding it in common routines, leading to more consistent sharing and increased recall.
Design Everyday Triggers for Lasting Impact
Identify common habits or routines among your audience.
List activities or moments people experience regularly—like drinking coffee, taking a break, or checking their phones. These are opportunities to attach your message or idea to something people already do.
Pair your message with a frequent environmental cue.
Connect your idea, product, or reminder to something that naturally appears in your environment. For example, suggest a healthy snack every time someone sees their lunchbox.
Repeat the pairing until it feels natural.
Repetition builds association. Practice linking your idea and trigger together consistently until others automatically think of your message when they notice the trigger.
Reflection Questions
- When do people naturally encounter my message, product, or idea?
- What ordinary routines in my life could act as triggers for positive habits?
- How can I use sensory cues (sights, sounds, tastes) to prompt new associations?
Personalization Tips
- Remind teammates to refill the water cooler by placing a playful sticker on their coffee mug.
- Pair your daily language learning app reminder with your morning bus ride.
- Link sharing classroom news with the sound of the lunch bell.
Contagious: Why Things Catch On
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