• by Paul Nelson , Yesterday

Watch someone reach for a snack labeled “only 100 calories” in the grocery store. Their hand hovers for a moment. Their brow furrows slightly. This split-second hesitation? That's defensive marketing doing exactly what it shouldn't—making your consumer think twice.

The intention is admirable: The label is designed to help consumers feel better about choosing some delectable CPG treat in increasingly health-conscious markets. But here's the problem: When you remind people they're indulging, you risk transforming an automatic yes into a negotiated maybe.

Behavioral science backs this up, while offering more effective ways to help your consumer choose you.

Decades of behavioral research tell us that roughly 80% of purchase decisions happen automatically, driven by what scientists call System 1 thinking: fast, intuitive, emotional. When someone picks up an afternoon confection or bag of chips, choice happens here. No conscious thought required.

But defensive marketing yanks people into System 2 thinking: slow, analytical, deliberate. Our rational brain takes over and simple desire becomes a math problem. “Is 100 calories worth it? Maybe I should put this back.”

The brands that win understand that shift and how it costs them conversions. To ensure they end up in the shopper’s cart, they harness three key behavioral principles:

1. Make consumption an occasion. Famously, Oreo doesn’t sell cookies. It sells a ritual.

“Twist, Lick, Dunk” was always more than a tagline—it’s a behavioral blueprint that turned a cookie into a multigenerational tradition.

By making the enjoyment of each individual Oreo an event, the brand taps into what behavioral scientists call “present bias”: our tendency to overvalue the experience we’re having right now.

When you make your product about the “how” rather than the “what,” you bypass nutritional questions entirely.

To build a ritual around your brand, consider what moment your product could own. Then design packaging and messaging that evokes specific moments: the 3 p.m. pick-me-up, the weekend morning treat.

2. Celebrate who buys it, not what's in it.The protein bar category is drowning in defensive positioning. Low-carb this, sugar-free that. But RXBAR went the opposite direction with radical transparency: "3 egg whites, 6 almonds, 2 dates. No B.S."

It’s an act of identity signaling. The brand understood its shoppers wanted to be seen as serious about fitness, so RXBAR’s minimalist ingredient list became a badge.

To build on this insight, research your consumers to discover their values. Then use positioning, visual cues and messaging they’ll instantly recognize as "theirs."

3. Reward your consumer for being good. Ever notice how displays of Ghirardelli chocolate often appear alongside flowers or in the "little luxuries" section of the supermarket? That's no accident. It's strategic positioning that says, “You deserve this.”

Tie consumption to positive behaviors like productivity, exercise, patience, perseverance. Create packaging sizes that feel like treats instead of rations. Make people feel accomplished for choosing you, not self-conscious about having “given in” to a guilty pleasure.

 Stop Apologizing—and Start Selling Moments of Joy

Every time you force consumers to justify their choice, you're pushing them to think of you as a conundrum to solve rather than a pleasure to be savored. The harder you push consumers to think about justifying the purchase, the less justifiable it feels.

But when you transform consumption from a guilty pleasure into a purposeful choice, an identity statement or a deserved reward, you create an emotional connection that builds habits, drives loyalty, and increases sales.

So, stop defending your right to be in consumers' lives.