Ever caught yourself people-watching and thinking, what on earth are we doing?

Humans: we’re curious creatures - brilliant, social and just a little bit weird. In A Spotter’s Guide to Humans, behaviour expert Mark Earls unpacks the odd habits, copycat moments and social quirks that make our species both ridiculous and remarkable. Through witty, insightful snapshots, he reveals the hidden patterns that shape how we think, share, follow and belong.

Why do we copy each other’s tastes, queue in perfect lines, or suddenly crave what everyone else is having? What does your coffee order really say about you, and why do music fans always prefer a band’s early sound? Are things really changing faster than before, and is the digital world just electric or real?

From office tribes and group chats to online fads and ancient rituals, this is a charming exploration of what it really means to be a part of the Herd. So! Grab your binoculars and settle in for a funny, smart and surprisingly wise ride: this is your field guide to spotting what makes us all gloriously, wonderfully human.

Mark Earls is one of the world’s leading voices on human behaviour and creativity in marketing. A former advertising strategist at agencies including Ogilvy and St Luke’s, he has spent his career helping brands and organisations spark ideas that spread. His bestselling book, Herd, changed how marketers think about influence - showing that people don’t act alone, they act together. Mark is a Fellow of the Marketing Society and the RSA, a sought-after speaker and consultant, and author of several ground-breaking books on behaviour and innovation. He lives in London.

© 2027 Mark Earls (P) 2027 DK Audio