One of the core themes of this year has been the adaptation of consumer behaviours. Everyone wants to understand how Gen Z consumes media, how AI is changing search habits and how different platforms address different emotional needs. With change comes a whole lot of uncertainty and, by trying to address new consumer behaviour, you risk losing what works and what makes your brand special. So it’s useful to have the ear of behavioural scientists to help make sense of it all. Lea Karam and Patrick Fagan are two behavioural scientists working in the media industry. Karam formerly worked as part of Mediaplus UK’s Behave before founding her own consultancy this year called Mindscope. Fagan is a consultant for brands and political campaigns and has lectured at institutions including University College London. The pair discuss some of the most pressing issues facing brands and media owners today from a behavioural perspective, such as whether attention spans are truly shortening and why we still use social media even when we all seemingly agree that so much of it is toxic. As Fagan remarks: "I don't think crack addicts have a very good perception of crack." Highlights: 10:02: Making content psychologically effective 16:14: Gen Z and the difference between attention spans and "filtering spans" 22:38: How opaque algorithms are ruling our communication 35:51: Why we still use social media even though it's perceived negatively 44:32: When do we hit subscription fatigue? 49:06: What is AI doing to our brains? Are we becoming worse critical thinkers? Related articles: Adapting to shifting media consumption habits — with TikTok, Spotify, Global and BBC ‘You need a human compass’: Lea Karam opens behavioural consultancy From ChatGPT to Dr Who: how human AI and behavioural science can improve campaigns Are all ‘views’ created equal? With TikTok, DCM, Total Media and Mindlab --- Thanks to our production partners Trisonic for editing this episode. --> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.  LinkedIn: The Media Leader YouTube: The Media Leader