In this week's podcast, Ed and Tom turn to this month's Sober for October and the events of Queen Elizabeth II's funeral to examine how herd mentality can influence behaviour and change.

For marketers, changing behaviour is most effective by influencing groups, as people imitate and follow those around them. How can we apply this to our campaigns? To find out, the guys dive into research by Stephen Reicher that investigates how the wait to see the Queen's coffin transformed people.