henry copeland:

HBR: with good labelling (or goals) consumers will adopt identity and change behavior

We didn’t need to find consumers with certain attitudes as a precursor to specific behaviors. Our “manufactured” social identities led them straight to those behaviors. And because we got these results with a brand that had not existed in consumers’ minds 20 minutes earlier, we believe these effects are within the reach of every marketer.
- getpocket.com