How I Use the EAST Framework in Marketing

And why you should too!

Raise your hand if you are unaware of the EAST framework and not sure what it has to do with marketing, because I did. 🙋‍♀️

I remember when I first started in my current role almost nine months ago, my line manager introduced me to the EAST framework and emphasised always keeping it in mind when crafting marketing messages. Before that, I had never heard of the framework—not even during my master’s in digital marketing (or at least, not that I recall!).

If you’ve ever wondered how to make your marketing tactics more impactful, the EAST framework might be just what you need. Created by the Behavioural Insights Team, EAST offers four simple principles to encourage a behavior: Easy, Attractive, Social, and Timely. While it was initially developed for policymakers, I’ve found it incredibly useful in marketing too.

The EAST Framework by the Behavioural Insights Team

Here’s how the EAST framework works and how I apply it in my work.

Make it EASY

One of the core ideas behind “Easy” is to remove u…