behavioral economics May 25, 2026 6 min read
The Empty Bags: How Jo Malone Built a Luxury Brand on $0 by Exploiting Behavioral Residue
Jo Malone had no marketing budget and a single Bergdorf Goodman pop-up. She called every friend she had in New York and asked them to walk around Manhattan carrying her empty branded shopping bags. The brand sold for $1.5B to Estée Lauder a few years later. A behavioral economics deep dive into Sam Gosling's concept of Behavioral Residue and why the most efficient marketing channel is sometimes the one you don't have to pay for.
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