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Kevin Karaca
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Most purpose-driven brands struggle to turn ambition into action. And they all making the same big mistake ↓ They have a solid strategy, great marketing, and a fantastic product. And assume impact will follow. It doesn't. Why? People don’t change through logic. They change through habit, emotion, and social cues. → If you’re not designing for behaviour, you’re leaving impact to chance. I help brands turn purpose into action using behavioural science, storytelling, and strategy. So doing the right thing becomes the easy thing. That means: ✔️ Marketing that drives real customer action ✔️ Culture change that sticks ✔️ Lasting environmental and social impact For over a decade, I’ve studied what makes people act: 📌 Political movements & activism, understanding how change actually spreads 📌 Anthropology & behavioural science, researching the values that shape behaviour 📌 9+ years in sales, learning how people really make decisions (hint: it's not logic) 📌 Documenting niche subcultures and uncovering how small ideas turn into big movements 📌 As a mindfulness teacher, helping people change their biases Now, I use this to help brands move people, shift culture, and create real impact. I partner with purpose-driven founders, CEOs, COOs, CSOs, Sustainability Leads, and creative agencies who are serious about making an impact—not just talking about it. What’s Next? ➕ Follow me for insights on making marketing, strategy, and culture actually work. 👋 Contact me to make sure your brand drives action
Check out Kevin Karaca's verified LinkedIn stats (last 30 days)
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Kevin Karaca's Best Posts (last 30 days)
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Culture isn’t built with values. It’s built with behaviours. You can plaster your purpose on the wall... run team vision days... and throw out a pulse survey every quarter... But if the daily habits don’t change, nothing will. That’s where behavioural science comes in. — 👉 Follow Kevin Karaca for more ways to turn insight into action.
This is worth a read.
Stuart Winter-Tear
The tragedy isn’t the failure of reasoning - it’s the illusion of it. I’m not freaked out by the new Apple paper showing LLMs don’t really “think” or “reason.” I’m freaked out by how many here are freaked out by this “revelation.” Apple's “Illusion of Thinking” is a forensic dissection of what Chain-of-Thought (CoT) really is: Not a leap toward cognition - but a highly structured form of mimicry. As many of us have been saying - obviously to little effect. “Reasoning effort increases with problem complexity up to a point, then declines - despite having an adequate token budget.” Let that sink in. As the puzzles get harder, these so-called “thinking” models actually give up sooner - even when they have compute left to spend. There’s no deeper thought beneath the surface. Just statistical reflex. I don’t blame people for being deceived. CoT looks like thinking. That’s the trap. It creates the appearance of reasoning - but there is no reasoner. No belief. No doubt. No self. Which makes CoT not just unreliable for interpretability - but actively misleading. It pretends to show us how the model “thinks,” while concealing the fact that it doesn’t. The paper shows that: - LLMs fail even when given explicit algorithms. - They generate correct steps - then abandon them. - They fixate on early errors, wasting tokens in a kind of “overthinking” without reflection. “They do not benefit from explicit algorithms and reason inconsistently across puzzles.” I’ve spoken before about AI’s analysis paralysis problem and how cascading failure modes increase with complexity. This is the Achilles heel of monolithic Agentic systems: They don’t hold complexity. They collapse under it. But this isn’t intelligence cracking under pressure. It’s a system that never understood the task - or what “thinking” even is. And yet we fall for it. Again and again. Why? Because the performance is familiar. It mirrors our patterns. The scaffolding of deliberation. It simulates the syntax of thought - without the semantics of self. And make no mistake: this is engineered. Deliberately. This is where philosophy matters. Where thinkers like Kierkegaard become vital. “The self is a relation which relates itself to its own self.” To reason is not to follow a script. It is to inhabit contradiction. To risk belief. To encounter doubt. To become through the act of thinking. LLMs do not relate to themselves. They have no stake in being right. They do not become. We are not watching a mind at work. We’re watching a mask - convincingly animated, uncannily fluent, hollow. The tragedy isn’t just that these models can’t think. It’s that we so badly want them to and keep designing around that illusion. It’s a marvelous technology. But we must stop mistaking it for something it is not. Sunday morning musings. Similar to yesterday’s post but an issue that’s all over my feed again. Everyone seems shocked afresh.
Worth a read ↓
Leo Pearlman
We cannot begin to heal unless we acknowledge complexity & refuse to traffic in selective outrage. Greta Thunberg’s so-called “freedom flotilla” is a near-perfect microcosm of the performative, dishonest activism that’s holding us back from genuine progress. It’s not just misguided, it’s dangerous. Greta's stunt was never about Palestinian freedom. Gaza is ruled by a genocidal death cult that rules through terror & executions. If Greta’s mission really was about freedom, shouldn’t it have at least included a call for an end to Hamas? The people of Gaza, who’ve risked their lives protesting, begging to be free from Hamas's tyrannical grip, weren’t even part of the conversation. Greta & her group failed to acknowledge this rising wave of anti-Hamas sentiment. Their selective silence is the loudest thing about them. Why? Because acknowledging Palestinian agency or Hamas’s crimes, including the Oct 7th massacre, would unravel the entire fantasy. It would force a reckoning with the uncomfortable truth that a primary obstacle to peace in Gaza is Hamas. The spectacle was nothing but a show from the start. The sole “celebrity,” Liam Cunningham, took a selfie on board & promptly vanished before departure. Greta’s own video was pre-recorded & swiftly posted before her crew reportedly tossed their phones into the ocean, hardly the hallmark of environmental activism & suspiciously convenient. And let’s not forget that the boat itself carried almost no aid. While Greta was out to sea, the U.S. & Israel actually delivered over 4 million meals to Gaza, through corridors constantly targeted by Hamas. And when Greta’s crew was detained upon arrival, Israel gave them aid packages, including water & sandwiches, far from the "kidnapping" she reported in her pre-recorded message. This wasn't an aid mission, it was an antisemitic PR campaign, dressed in the language of humanitarianism. Underpinned by the organiser, Zaher Birawi, a man named in UK Parliament as a London based Hamas operative, who has been photographed with Hamas leaders & attended the yacht’s launch. And perhaps most damning of all, the flotilla crew reportedly refused to watch the Oct 7th footage, footage Hamas themselves proudly filmed, uploaded & shared. The truth is too uncomfortable, too inconvenient, too damning of the ideology that drives this grotesque pantomime. So let’s ask the question again, why can’t people criticise Israel’s government, advocate for a ceasefire & campaign for Palestinian statehood, while also acknowledging the horrific crimes of Hamas, the reality of Oct 7th & that no peace is possible while hostages remain in captivity & the dominant Palestinian leadership dreams of Jewish extermination? Greta's flotilla wasn’t activism, it was dangerous & dishonest satire that does a grave disservice to both Palestinians & Israelis yearning for peace. If we want a better future for all, it starts not with empty theatrics, but with collective empathy & honest conversations.
Honestly, I'm surprised by the results on this... 🤔
Kevin Karaca
📣 Calling all purpose-driven marketers in my network... What do you struggle with most Jordan Wright, Angus Shepherd, Adam Withey, Adam Jennings, Toby Dodwell, Lauren Cattell, Harriet Folkes, Olly Cooper, Stu Duggal, Gareth Atkinson, Luke Purdy, Abby Richardson, Chris Conlan, Ben Harrill ?? P.S. I’ll build the one with the most votes and share it with everyone who likes this post.
Purpose-led brands talk about impact. But impact doesn’t come from ideas. It comes from action. And action only happens when we make doing *something* easier than doing nothing. In behavioural science, this is called status quo bias. The tendency to stick with the current state, even when change would be better. This is not just about habit. It’s about friction. To take action, we must overcome what psychologists call activation energy: the mental effort it takes to start something new. That might be clicking a button. Sending an email. Or picking up a habit you’ve dropped. And yet... most purpose-driven campaigns focus on values. On inspiration. On what’s right, rather than what’s easy. If your message isn’t landing, it might not be the values... It might be the ask. So if you want action, start here: ✅ Use one simple, low-effort action. ✅ Make it feel good instantly, not a promised better future. ✅ Strip away any steps, clicks, decisions, distractions. ✅ Align with what your audience already want to do. Because change doesn’t happen when people care. It happens when it’s easier to act than not to. —— Want more like this? Follow Kevin Karaca for insights and inspiration on behaviour-led marketing for purpose-driven brands. #behaviour #purpose #marketing
I didn’t choose this routine. It chose me. Wake up. Coffee. Work. Meetings. Emails. Scroll. Sleep. Somewhere along the way, it became my life. I wasn’t miserable. But I wasn’t happy either. Maybe you’ve felt this too? Ask yourself: - Why is your alarm set to *that* time? - Why are you eating yet another meal deal you don’t even like? - Why do you come home and scroll until your eyes bleed? I did choose these habits. I absorbed them. I was living life on autopilot. Dunno about you, but I want to *LIVE* my life, not sleepwalk through it. Over time, I’ve tried to become more intentional. To create space for clarity, calm, and meaning. Even if it’s just for a moment. That’s why Bronwyn and I started Folc Studio CIC two years ago. To share our experiences with our community. To connect people with themselves, with each other, and with new ideas. So they can live a happier life. And it’s why Bronwyn is launching Through Pause... A 3-minute weekly read, with honest stories, tiny tools, and gentle prompts to help you reconnect with what matters. It's all designed to help you make intentional shifts that fit real life (not the dream world the gurus talk about). If you’re struggling with stress, burnout, or a lack of purpose, then sign up: 👉 https://lnkd.in/eCs4yGve It launches later this month and is an antidote to the always-on culture we live in. Or don’t… and keep living in stress, overwhelm and anxiety. Your choice. – Photo from Folc's first birthday (before we changed the name.)
This might make me some enemies. If we exclude climate deniers from the conversation, we’re not solving the problem. We’re avoiding it. Excluding climate deniers is not activism. It's insulation. It’s like excluding men from conversations about gender equality. Easy? Yes. Effective? Unlikely. Because denial isn’t about ignorance. It’s about identity. It’s about community. It’s about a story people believe. And we're really good at believing stories that aren't true. Just remember a time you felt you weren't good enough... that's a story. (P.S. You are good enough) If we want to change behaviour at scale, we need to engage with those stories. Not ignore them. This does not mean validating false claims. Categorically not. It means understanding the function those beliefs serve for those people. What fear is hiding behind the doubt? What culture is propping up the resistance? If we want climate action to become the norm, we can’t afford to build movements that only make sense to people who already agree. We need marketers, campaigners, and strategists who can speak across divides. Who can invite sceptics into the story without compromising the science. Because belief isn’t binary. And change doesn’t come from shame. It comes from connection. Rant over.
The planet doesn’t need awareness days. It needs a culture that makes harming it unthinkable. That doesn’t happen by raising awareness. It happens by making it the thing to do. The easy thing to do. The cool thing to do. The normal thing to do. Brands and businesses shape so much of our culture, it’s on us to make sure we’re creating the world we want to live in. As one of my favourite people on the world says, “You’re not stuck in traffic. You are the traffic” - Seth Godin — If you’re interested in finding out how, give Kevin Karaca a follow, or sign up to my newsletter How Change Works 🧠
📣 Calling all purpose-driven marketers in my network... What do you struggle with most Jordan Wright, Angus Shepherd, Adam Withey, Adam Jennings, Toby Dodwell, Lauren Cattell, Harriet Folkes, Olly Cooper, Stu Duggal, Gareth Atkinson, Luke Purdy, Abby Richardson, Chris Conlan, Ben Harrill ?? P.S. I’ll build the one with the most votes and share it with everyone who likes this post.
Last week’s newsletter hit a nerve. It was about status quo bias and why so many purpose-driven campaigns inspire people… but don’t move them to act. Here’s the short version: ❌ People don’t act because something’s right. ✅ They act because it’s easier than doing nothing. That shift in perspective sparked a wave of emails, DMs, and one brilliant conversation. If you missed it, and you’re a purpose-driven marketer trying to drive real behaviour change, this might be your jam. How Change Works 🧠 is my weekly newsletter on using behavioural science and storytelling to create impact. You get a no-BS, science-based idea landing in your inbox every Tuesday, with a prompt to help you use it instantly. Sign up here: https://lnkd.in/eNBekP8m The next edition goes out at 11am today. –– Hi, I'm Kevin Karaca. I share behavioural insights that help changemakers turn intention into action. Follow me if you want to learn how to drive change.
The system won’t change itself. But people can. When you gather in a room full of changemakers you notice something. There's an energy in the air. A buzz. A sense of hope. It's infectious. That was the energy I felt when I went to #BCorpFest last year on the The Wellbeing Farm : B Corp Certified venue experience. The event 🦙 Celia Gaze, MBA 🦙 created was electric. The biggest moment though was when I attended a fantastic workshop by Fiona Ras-Jones on finding your mission. I realised that day that my role is not to lead the change. But to help those changemakers bold enough to challenge the system do it better. Next week, I'll be on the Wellbeing Farm doing exactly that. After listening to Patrick Grant, Andrew Leeming and Isabel McLennan, (what a line up!) I'll be running a practical & fast-paced intro to behavioural strategy for people, planet, and profit. It's for those of you who: – struggle to get your audience to act – feel stuck between what you stand for and what your messaging says – want to drive real change It’s like my newsletter, but in person. I'm honoured to be running workshops alongside some inspiring humans, in particular, I'm looking forward to: - Molly Gould brining her People Versus Planet card game (finally, I get to join!) - Sophie Lee sharing her secrets about storytelling. I just know it's going to be good. If you're around the Manchester/Bolton area, you know where to be ↓ 🗓️ Thursday 5 June 📍 The Wellbeing Farm, Bolton 🎟️ https://lnkd.in/eVRGGwSX
I’m spending this morning printing worksheets, refining slides, and ironing my shirt. (Gotta look dapper for Patrick Grant, yes, that one). Because tomorrow, I’m running a behavioural strategy workshop at #BCorpFest, and I want every minute of it to pack value. This session’s for anyone trying to move people, whether that’s in marketing, leadership, or culture change. Designed exactly the kind of #changemakers that will be at the The Wellbeing Farm : B Corp Certified venue experience tomorrow. If you’ve ever wondered why people don’t act the way they say they will, this is for you. We’ll dig into what really drives behaviour, and how to shift it ethically and effectively. Each person will leave with an action plan. 🗓️ Wednesday 5 June 📍 The Wellbeing Farm, Bolton 🎟️ Sold out See you there?
It started as a short break. Now it feels like a mountain to climb. That was me with my newsletter. Two skipped weeks turned into a mental block. Not because I had nothing to say. No, because I’d lost something else. And it’s the same invisible force that kills momentum in your marketing. It’s why good content doesn’t always drive action. And why audiences drift, even when they care. This week’s newsletter digs into the behavioural insight behind it, and gives you one high-impact prompt to see where you could improve engagement. If you write for a purpose-driven brand and want sharper, smarter marketing, sign up to read the full thing 👉🏼 https://lnkd.in/eNBekP8m —— 📸 photo from my morning walk to the station, to please the algo 🤦♂️
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