Kevin Karaca's Linkedin Analytics

We overcomplicate trust. In reality, trust often comes down to signals... Ever seen "Made in England" ? Of course you have. Why does it work? Because it speaks to identity. It shortcuts uncertainty. And we instinctively trust what feels close, familiar, and part of us. Take NPS Solovair. They’ve been making boots in Northamptonshire since 1881. No flashy campaigns. No gimmicks. Just consistent, local craftsmanship. Their customers aren’t just buying footwear — they’re buying into heritage, tradition, and values they can stand in (literally). The behavioural science lesson? Forget over-engineered messaging. Keep it simple: We made this. Right here. And we made it for you. — I’m Kevin, and I help purpose-driven brands use behavioural insights to craft strategies and messaging that drives action. If you want to stop guessing at what drives change and learn the secrets to make purpose profitable, make sure you subscribe to my newsletter, How Change Works. 🧠 Join 400+ changemakers. Link in bio. [Photo copyright belongs to Solovair.]

You know that friend who only shows up when they need something? They never check in. Never remember your birthday. Never ask how you’re doing. But the moment they want a favour, they’re all smiles and attention. That’s how most brands treat purpose. It’s something they perform when it benefits them, not something they live by every day. 🚫 Purpose is NOT: A catchy slogan A beautifully shot campaign An annual impact report ✅ Purpose IS: The everyday decisions you make when no one's watching The way you treat your team, your customers, and your suppliers The uncomfortable work of aligning what you say with what you do A company’s real values aren’t in its marketing but in its margins, supply chain, and toughest decisions. As the saying goes, "action speaks louder than words." If your purpose only shows up when you’re selling something, it’s not purpose. It’s PR. So here’s the question: If you took away your campaigns, your slogans, and your press releases… Would your purpose still exist? #impactconsulting #purpose #betterbusiness

Change the conversation, change the world. Tomorrow, I’ll be at the Economist Impact 10th Annual Sustainability Week, and I can’t help but think we’ve been having the wrong conversation for all these years. Too much of sustainability is still about optics: 🎯 Net zero targets that never materialise 🎯 Eco-friendly campaigns that don’t shift behaviour 🎯 Strategies built for PR, not for people We need less performative action and more real change. Less ‘green’ storytelling, more embedding environmentally positive behaviour into the way we do business. Because doing business better is better for business. That’s the conversation I hope to have. If that's something you care about, too, let's chat. Also, I'm buzzing that Protect Our Winters Europe are screening Downstream. I'm proud to partner with POW and psyched to have played a small role in bringing this to the event. Looking forward to hearing the fireside chat with Huw James, Jan Van Mossevelde, Kate Strong and Megan Anderson and Vijay V. Vaitheeswaran. If you’re at the Sustainability Week, let’s chat. H/T to some other key players Jordan Wright, Dom Winter, Dan Yates, and to Edward Glanville for trusting putting the film on the schedule. #sustainability #economistimpactevents #glaciers2025 #impactconsulting

Sustainability is like customer service. It costs money, time, and resources. And that’s precisely why it matters. Investing in environmental and social impact taps into a fundamental principle of human behaviour. Trust. Your customers see the effort you put into something bigger than your bottom line. It signals you're not just in it for a quick buck but are thinking long-term. We’re wired to respond to this. When you embed sustainability in your business, you show your customers you care. You're proving you're committed to more than just the next sale, making the relationship more meaningful. You wouldn't dream of running a business without customer service. So, why skip sustainability? Both are investments in trust. Both show you’re in it for the right reasons. And that’s why your customers will value doing business with you. Sustainability isn’t a box to tick. It’s not something you do on the side. It’s a critical social cue that strengthens your connection with your customers and builds lasting loyalty. #impactmatters #sustainability #storytelling

Most brands think sustainable fashion choices happen like this: 1️⃣ Customer learns about the environmental impact of fashion 2️⃣ They decide to buy better 3️⃣ They choose a sustainable brand But in reality, it's more like this: 1️⃣ Customer sees a brand they connect with 2️⃣ They notice others wearing it 3️⃣ They buy it, and justify it as a sustainable choice afterwards People don’t buy based on facts. They buy what feels good to them. Social influences shape our decisions, and our brains naturally justify choices after the fact. The biggest mistake purpose-led brands make? Relying too much on sustainability alone. When you're thinking about how to get people to buy more of your stuff (instead of the worse stuff), think about how to make it aspirational and socially visible. Facts won’t shift behaviour. But if they can tell a story about your product. Bingo. I’m breaking this down in my newsletter next week, and looking at how brands can get it right. If you want to be ahead of the curve, sign up now. Link in bio. #fashion #sustainability #brand #behaviour #ciruclarfashion

Why do Side Projects matter? Find out with the legendary Mike Coulter tomorrow…

Well this is one dreamy job.

Electric vehicles only make up 4% of cars on UK roads. So why does it feel like everyone drives one? It’s not by accident. This feeling is by design. And if it works for EVs… It can work for your brand too. Swipe through to learn how → #behaviouralscience #branding #marketing #change #design Hi. I’m Kevin Karaca, and I help purpose-driven brands use behavioural insights to craft strategies and messaging that drives action. If you want to stop guessing what drives change and learn the secrets to making purpose profitable, join 420+ changemakers reading my newsletter, How Change Works. 🧠 Subscribe via link in bio.

Most people think behaviour change happens with more information. But this is a mistake. People don’t act on logic. They act on emotion, habit, and social cues. Us humans tend to stick to our learned defaults, follow the crowd, and resist change. Even when change is good for us. Not convinced? How many times have you heard a fire alarm go off in the building you're in, and the first thing you do is look around to see what everyone else is doing? For purpose-driven brands, this is crucial. If you ignore our inherent cognitive biases, your marketing won’t stick. But if you work with them you can drive real change. Here are 7 biases shaping environmental action (or inaction): ⚖️ Status Quo Bias ❌ Loss Aversion 👥 Social Proof 🧠 Availability Heuristic ⏳ Present Bias 🔍 Confirmation Bias ✅ Default Effect If this is useful, do two things next: 1. Like this post. 2. Follow Kevin Karaca if you want to learn more about how psychology can help you make a bigger environmental and social impact.

How can we make the world a better place...fast? This is the question I've been obsessed with over a decade. In craft beer. In outdoor adventure. In community. Most of the people I work with are clear on one thing: they want to make a difference. But when it comes to how to do that... they’re stuck. Messaging feels flat. Strategy feels disconnected. And despite good intentions, nothing changes. What I've realised is this... If you want to create real change, you need to understand how people behave and build from there. And that’s what I help with. 🧠 I work with purpose-driven leaders, NGOs, and organisations who want their work to land. More specifically, they want it to resonate, shift behaviour, and drive positive action. Sometimes that means shaping a clearer vision and strategy. Other times, it means rewriting the story you tell the world. But the outcome is the same: → Clear direction. → Messages that move people. → And a path to change that actually works. If that sounds useful, let’s talk. 📬 kevin@thehouseoutside.com --- 📸 Image is from 2016, when attending the Degrowth Summer School at the Universitat Autònoma de Barcelona, with post-growth legends like Giacomo D'Alisa, Giorgos Kallis, François Schneider, and Filka Sekulova (though sadly before Jason Hickel joined).

In 2013, I quit my Civil Engineering degree. I thought working in a pub would be a better career… But I was wrong (kinda). Luckily, my parents sat me down and talked me into finding a degree I’d actually enjoy and follow through on. I chose something called Cultural and Creative Industries, at City University London. I learnt about branding, consumerism, feminism, activism, hipsters, counter-cultural movements. I joined protests. I ran events. I made a documentary and toured it around London with every screening selling out. Yet… some of the most valuable insights I learnt weren’t from my degrees. They’ve been from working in a pub. I learnt how people think. I learnt how people act. I learnt how to serve others. The 8 years I spent in hospitality, in cafés, bars, shops was invaluable. And I use that experience every. single. day. Because knowledge is nothing without experience. Too many brands guess at what will drive environmental and social impact. Rather than focusing on creating the conditions for action. They try to *convince* people to care. But real change doesn’t come from clever slogans or strategy decks. It comes from understanding people. Their habits. Hopes. Hesitations. That’s what working in hospitality taught me. And it’s what I build my work around today: using behavioural science and storytelling to help purpose-led brands drive real, human change. If that’s something you care about, let’s chat. 📸 by Tony Manola circa 2014

Without clarity, movements stall. Protect Our Winters Europe have purpose in spades. But across borders, their message blurred. I partnered with them (pro bono) to sharpen that message — writing their Northern Star: vision, mission, and values that cut through noise and inspire action. Not just words. Words that mobilise. This is why storytelling matters. It unlocks new possibilities for your mission. After all, we’re not here to ‘raise awareness.’ We’re here to create action. Working with Jonas, Jordan, and Dan, we honed in on what really matters. Going beyond the obvious and into the bigger vision. POW EU now has a North Star that works across languages, cultures and campaigns. Because when you shape the right story, you don’t just sound good. You lead. 👉 Check out the case study: https://lnkd.in/d8Ch-iU6 — Hi. I’m Kevin, and I help purpose-driven brands use behavioural insights to craft strategies and messaging that drives action. If you want to stop guessing what drives change and learn the secrets to making purpose profitable, join 400+ changemakers reading my newsletter, How Change Works. 🧠 Subscribe via link in bio.

I'm not tired of being sold to. I'm tired of not being seen. Cold outreach skips the hardest part of sales: the human part. It’s proposing on the first date (or maybe even proposing on Tinder). No connection. No curiosity. No context. Just take, take, take. And it does more harm than just breaking trust: 🔍 It triggers suspicion When someone leads with what they want from you, not what they want to understand about you, our defences go up. 💔 It creates emotional disconnect In a world where people crave being seen, a cold pitch says: "I don’t care about you. I care about my conversion rate." 🤝 It violates reciprocity Connection starts with generosity. A question. A compliment. A helpful idea. Something that says: "I'm here for you." And when we skip all that? We’re not just killing the sale. We're doing something much worse. We’re fuelling the global epidemic of isolation. Because in a world already starved of genuine connection, glued to our phones, and posting on LinkedIn, another cold, transactional message isn’t just a message. It's a signal that our worth is in consumption. Not connection. The irony is this. The very people doing this crave connection too. If you believe in relationships, act like it. Start with curiosity. Start with care. The best partnerships don’t begin with a pitch. They begin with generosity. What do you prefer... being seen or being sold to? #KillColdSpam #ConnectionOverConversion

More. Art. Like. This.

I’m sitting on a shipping palette in Munich, when my phone pings. I open the email, and it’s the perfect question... Edward Glanville from Economist Impact asks me if I know of a film that packs a punch. When Ed asks, I know he’s serious. And I want to deliver. It just so happens that I’m sitting next to Jonas Schneider, from Protect Our Winters Europe, and we’re at the launch of DOWNSTREAM at ISPO Munich. Downstream is a documentary about glacial melt. But calling it that is a mistake. It’s not really about mountains at all. Downstream is about how interconnected the world is. Huw James takes us from summit to sea, and shows us how glacial melt impact everyone. And I mean, EVERY ONE. Glaciers are the source of many rivers. Rivers feed our crops, supply our tap water, and create space for leisure. I’m excited that Huw, Jonas, Kate Strong and Jan Van Mossevelde are here with Vijay V. Vaitheeswaran to bring the interconnected nature of sustainability to the CSOs, CEOs, founders and media in London. #impactconsulting #behaviourchange #environmentalimpact Dom Winter Jordan Wright Giorgia Garancini Mats Mosel P.S. Watch it online: https://lnkd.in/e7aKr2QQ

Being 'purpose-driven' won't grow your business. Here's why. Most brands think a strong mission statement will attract customers, new hires and investors. They have impact initiatives, sustainability reports, and support all the right charities. But here’s the hard truth: Purpose alone doesn't drive profit. Why? ❌ Because impact is treated as an add-on, not a core part of strategy. ❌ Because it's siloed. Marketing says one thing, operations do another. ❌ Because it feels performative instead of aligned. The best brands don’t just talk about purpose. They bake it into every part of their business. From how they operate to how they market, hire, and grow. I've been having some incredible conversations about how those who are serious about embedding purpose into their business have a competitive advantage. I’m offering a few free deep-dive sessions this month to help businesses get clear on how to align purpose with profit. We’ll cover: 🔍 Where purpose & business strategy feel misaligned 🔍 The biggest roadblocks stopping impact from driving growth 🔍 Practical ways to integrate purpose into operations & marketing If you're asking how to make purpose more profitable, this is for you. Limited spots available. If you’re interested, comment "PURPOSE" below or DM me, and I’ll get you booked in. #PurposeDriven #Sustainability #BusinessStrategy #Leadership P.S. One of my favourite clients has been working with Alex Shaw at Kickback Coffee. We uncovered their purpose is to "fuel the adventure in everyone", and they're flying.

Why do people really embrace sustainable behaviours like repair? Most people assume sustainability is about doing the right thing. A moral choice. A responsibility. But what if that’s not the driving force at all? Behaviour isn’t logical. It’s rooted in identity, culture, and status. This is what Rory Sutherland calls psycho-logic. If we want to create real environmental impact, we need to stop relying on what people 'should do' and start understanding why they actually act. Patagonia's Worn Wear programme is a masterclass in this. #BehaviourChange #Sustainability #Marketing #Storytelling #ConsumerPsychology

Spotify this is unacceptable. If this doesn’t change, a boycott is on the horizon… 🫡

M&S’ new cereal boxes are hailed as genius by some and slammed as healthwashing by others. What matters more is what it’s teaching our brains. Only 1 ingredient. Only 5 ingredients. Only 6 ingredients. The packaging whispers: simple = good. It nudges shoppers to feel virtuous. To think they’re making a healthier choice. But here’s the thing: Ultra-processed foods aren’t just about long ingredient lists. They’re about how far the food has been stripped, broken down, and reassembled into something your body barely recognises. Cornflakes? Choco hoops? Multigrain rings? All ultra-processed. All with very little nutritional benefit. This isn’t a dig at Marks and Spencer. It’s a reminder that creativity shapes behaviour. Designers, marketers, brand strategists → you’re influencing decisions every single day. Not just what sells, but what people believe is good for them, good for their families, good for the planet. That’s responsibility. If you’re shaping perception, you’re shaping behaviour. Do it with care. #impactconsulting #behaviouralscience #responsibility -- Photo Credits to Source86

Most people think change is about motivation. It’s not. Motivation is like British weather — unpredictable and fleeting. You won’t feel “motivated” to exercise at 5am. Or to cook a healthy dinner after a long day. Or to write that strategy document when LinkedIn is calling. But if you’ve built systems? Your running shoes are by the door. Your dinner ingredients are prepped. Your calendar blocks out deep work time. No motivation. Just follow the system. Change sticks when the system removes friction. And makes the right thing the easy thing. So, forget motivation. Design better systems. This works for environmental change too. We'll dive into that in tomorrow's newsletter. Sign up via the link in my bio. #behaviouraldesign #habits #leadership #changemakers 📸 Photo from when I ran the Brighton Half Marathon. I had motivation, but it was my training plan (the system) that meant I could go from not running to a sub 1hr 45m half in 16 weeks. Congrats to all those who ran the Sheffield half yesterday 👏