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<ul><li>Patrick Renvoise, Co-founder and Chief Persuasion Officer of SalesBrain takes us through the inside of the consumer’s brain and shares what pushes their ‘buy button’ at Star FLOW Fest. </li><li>He says there is a gap between what consumers express they want and what they truly desire, which can be easily gauged through neuroscience.</li></ul> 
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Pushed by a strong desire to find out what encourages consumers to purchase and marketers to sell, Patrick Renvoise, Co-founder and Chief Persuasion Officer of SalesBrain discovered the buy button inside the brain. Since then, Renvoise has been on a journey to different countries and forums imparting his knowledge to marketers and helping them understand consumer journeys. He spent two years researching and drafting a map that could trace what generates desire in our minds and leads us to that ‘aha’ moment. He later co-founded SalesBrain with Dr Christophe Morin and started helping marketers to achieve scientific growth. Explaining how neuromarketing can help woo consumers, Renvoise said, “Neuromarketing is about using non-traditional marketing techniques to go into the mind of the consumer and to figure out what people really want. The issue with traditional marketing is that you ask them what they want and based on those answers, you will create a strategy to sell your product. But if we use self-reporting measures of what they want and cannot express, it will work better. For example, when you ask people, do you want more options, people will always say yes. When in reality, they may want a simpler product.” Decoding neuromarketing’s role in advertising Neuromarketing doesn’t take the answers at its face value. Instead, it measures the body's various physiological responses to understand what stimulates desire, what makes the brain spiral and jump to conclusion. It uses technology such as biometrics, facial analysis, voice analysis, eye tracking, electroencephalography and functional MRI to analyse the same. To fill this gap, Renvoise suggests using six persuasion elements, as noted down in his book The Persuasion Code by Patrick Renvoise and Christophe Morin. He recommends making the stimulus in campaigns very personal as per the target audience’s behaviour, using contrast to highlight the product’s uniqueness, making the message tangible, that is short and simple, keeping it more visual and memorable, while also keeping the message as emotional as possible. “There are three aspects to creating memory - where does your stimulus stand inside the whole list, how much emotion you are going to communicate at that moment, and how many times you are going to repeat the stimulus,” he adds. Considering Renvoise calls himself the Chief Persuasion Officer of SalesBrain, we googled up this unique designation, only to be asked politely, “Did you mean Presiding Officer?’ The top ten results on the search engine did not give us a hint of what role does a persuading officer play in the advertising ecosystem. So we asked perhaps the very first persuasion officer himself. He said, “Persuasion is about getting people to behave they want, not something with what you want them to do. So my job is to persuade people that neuromarketing is the next most important thing and to help people sell, I build a map which gives them a guideline to get to persuading and to eliminate all the artistic part of persuasion.” Renvoise says the use of neuromarketing is getting cheaper, easier and faster. The constraints of executing it in a closed environment are also fading away, which will help make it more accessible to the marketers in the coming years.

How neuroscience can help persuade consumers, explains Patrick Renvoise, SalesBrain

How neuroscience can help persuade consumers

<ul class="summary-list"><li>Raja Rajamannar, chief marketing and communications officer of Mastercard, is one of BI's <a target="_blank" class="" href="https://www.businessinsider.com/most-innovative-chief-marketing-officers-2024-6">"Most Innovative CMOs"</a> of 2024.</li><li>Tapping into people's passions can inspire emotional connections with consumers.</li></ul>Marketers have long understood that emotion, not logic, drives most consumer behavior. A staggering 92% of purchasing decisions are driven by emotion, according to a Harvard Business School study. The idea dates all the way back to the 1950s, when television came to the fore and gave brands a groundbreaking medium for compelling, emotionally driven storytelling.Considering the profound advances in media, technology and connectivity since then, marketers are still strategizing about how to stir people's emotions. With attention more fragmented than ever, making a truly emotional connection has become a tall task. In this incredibly chaotic landscape, marketing leaders looking for a future-ready strategy are focusing on people's passions as a way to capture attention and affection — and achieve long-term growth.<h2 id="9ec2275f-ced8-47a4-97f9-c923b1aa3313">Focus on what unites us</h2>Defining your audience by its passions — and tapping into the positive emotions people associate with those passions — can be an effective way to connect in today's overwhelming environment. Instead of segmenting consumers by geography or age, targeting people by their passions like music, sports, food, or travel allows marketers to transcend traditional demographics.Recently completed proprietary research from Mastercard reveals just how powerful passions can be as a way to forge stronger connections with consumers. Three-quarters of people surveyed across eight markets say engaging in their passions is a part of their identity. Not only that, but passion-focused activities offer a form of stress relief and make them feel more like themselves, per the study. Music, often referred to as the universal language, is a prime passion category that unites and inspires. Take the recent<a target="_blank" href="https://www.contagious.com/news-and-views/cannes-lions-2024-entertainment-winners"> Johnnie Walker campaign</a> that aimed to give long-overdue recognition to the 88-year-old "forgotten mother of Bossa Nova" Alaíde Costa for her role in pioneering the smooth and rhythmic Brazilian music genre. It culminated in a Carnegie Hall concert, which she was denied decades ago. Powerful. The campaign went on to win a Cannes Lions Grand Prix in June in the music category.Mastercard embraces this passion-based approach to engage a wider audience in more meaningful ways. By focusing on what truly excites people, we're able to curate unique experiences for a broader range of cardholders, fostering deeper and more lasting connections. Our <a target="_blank" href="http://priceless.com">priceless.com</a> site offers a variety of special experiences, categorized by passion and available only with Mastercard.<h2 id="f850eeb1-dd6f-44f5-b754-0dc3fa74ed87">The proof is in the passion</h2>The days of brands brashly pushing ads on people are over. Consumers expect brands to add value to their lives, and marketers must be able to deliver on that expectation in new and dynamic ways. The research suggests a significant opportunity for brands: people want brands to act as an "incentivizer" in the passion space, rewarding them and helping them feel justified pursuing their passions.In fact, our survey data identifies eight key roles that brands can play to either accelerate consumers' passions or alleviate their frustrations — one of which is fostering shared connections around their passions. A prime example of this is how Nike taps into peoples' passion for wellness, which is ranked the second highest among those we surveyed, while strengthening community bonds. Nike has cultivated a global community through its <a target="_blank" href="https://affiliate.insider.com?h=dbba50699d99b1a6fd0474ee43e851742a7cae2f110133f30d422b3b1cdb97b9&amp;postID=670060ce0c43543ec7aada6f&amp;postSlug=consumers-passions-emotional-connection-stronger-marketing-strategy-growth-behavior-audience-2024-10&amp;site=bi&amp;u=https%3A%2F%2Fwww.nike.com%2Fnrc-app">Nike Run Club </a>app, which brings runners together virtually and physically. The app provides coaching, tracking, and social features, connecting people over their shared passions for running. They also host live running events and challenges to further foster this sense of community.<h2 id="ae05c97c-10b6-4f61-8e5a-6528f6327668">The complexity of emotion</h2>Traditional market research involves surveying people to understand their purchasing motivations. While this is effective in some cases, uncovering the emotions consumers associate with a brand or product is often too complex a task for this type of research. For instance, someone who prefers blue candy to green may attribute the preference to taste but, in reality, may be influenced by a positive association with the color itself. When consumers respond to surveys, they often overly rationalize or deliberate their reasoning, not capturing the complete emotional story.We must continue to find new ways to understand impact. One powerful solution is neuromarketing, which taps into neuroscience to understand the subconscious drivers of emotion. Neuromarketing can derive an abundance of data-driven insights from study participants, allowing us to discern consumers' emotional associations with logos, messages, storylines, colors, and more. By revealing how brands truly resonate with people, neuromarketing offers new opportunities to enhance the effectiveness of their campaigns.Inspiring an emotional response is an incredibly challenging task for marketers at a time when consumers feel bombarded by messages. By tapping into the interests people already identify with and feel connected to, brand leaders can step forward as purveyors of passion — creating emotional impact that consumers will never forget.

The power of passions: Tapping into consumers' emotional bonds

For years <keyword id="85979" type="UNKNOWN" weightage="100" keywordseo="Surveys">surveys</keyword> have been and still are the favourite tools of pollsters and marketers. Media are flooded with survey results, from completely ridiculous, to completely useless. 
 
Year after year, business students, humanities students are made to construct a survey, upload it on sites like surveymonkey and practice their predictive skills using logistic regression or factor analysis. 
 
Once a student of mine was testing the potential link between gender and the intention to buy luxury goods. Female respondents were coded 1 and Male respondents were coded 2. Her final analysis read as follow: “as sex increases from 1 to 2, intention to buy luxury good increase by x%”. It took me a while to convince her that she needed to rephrase her analysis. Because conclusions aren't often as uni-dimensional as they are made out to be. 
 Gender has also played its role in the <keyword id="3831944" type="UNKNOWN" weightage="100" keywordseo="Hillary-versus-Trump">Hillary versus Trump</keyword> election. Innumerable polls predicted a victory for Hillary Clinton; 
 
We all know what happened in 1985, when Coca-Cola tested the New Coke formula on 200,000 subjects and came up with a drink that beat Pepsi and old Coke time and time again. Therefore, when it finally went to market, the company felt confident enough in their research numbers to simultaneously end old Coke production. Coke eventually lost millions of dollars. 
 
It is too early to say what America or the world will lose with Donald at its helm, but with Trump being a climate change denier, there may indeed be much to fear! 
 
The truth is that surveys are completely useless. 
 
Surveys are useless simply because humans are only humans in front of other humans. This is called the Theory of Social Desirability. 
 
This theory suggests that interviewees will tend to avoid socially unacceptable responses or will tend to provide answers which he or she perceives to be matching the value system of the interviewer. In the solitude of the voting booth or alone in front of their computers humans are liberated from all the social norms that regulate their everyday life. No more Mr. or Ms. good guys or gals. 
 
On google analytics pornography and violence top the chart. The socially aware neo-cortex goes on sleep mode while the reptilian brain takes over. The reptilian brain is the animal part of us human, its mission is simple: live and reproduce. For this it equips us with fight or flight reactions, hunger and thirst and sexual pleasure. 
 
A study by Young and Rubicam measured people’s conscious and unconscious values and in particular Americans’ citizen values. The study found that while conscious values of helpfulness, self-actualisation and the meaning of life ranked highest, unconscious values were all about security (fear), sex, and tradition (linked to security and indeed fear), in other word the reptilian brain. 
 
This is the simple secret behind Trump victory and the failure of polls. While Hillary appeal to the rational human in us with discourse about compassion and helpfulness, Trump racist, sexist, violent speeches resonating well with Americans’ unconscious values: Fear and Sex. 
 Sadly, there is much to worry when the reptilian brain is placed at the wheel of most <keyword id="430628" type="UNKNOWN" weightage="100" keywordseo="powerful-nation">powerful nation</keyword> in the world. 
 
(About the Author: The article is authored by Dr. Nicolas Hamelin; Head, Neuromarketing Centre and consumer behaviour at the SP Jain School of Global Management)

How Donald Trump won by engaging the reptilian brain

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Tawnya HemsarthNicole Iacovoni.</div></div></div><ul class="summary-list"><li style="font-weight: 400;">Nicole Iacovoni's mental health clinic was $87,000 in debt and losing money every day.</li><li style="font-weight: 400;">The licensed couples therapist started "dating her money," applying the techniques used in her practice to her relationship with money. She quintupled business revenue in eight months and paid off her debt in two years.</li><li style="font-weight: 400;">For bootstrapping entrepreneurs, business is personal. Iacovoni said changing her personal spending habits had the biggest impact on her company's success.</li><li style="font-weight: 400;">She also got out of her lease, adopted a new lead generation strategy, and reduced expenses to save more.</li><li style="font-weight: 400;"><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a></li></ul>Nicole Iacovoni paused to look around the wellness and counseling center she was so proud of, founded in her hometown of Bloomsburg, PA. She'd just realized something: It's all gotta go. She was only six months into a five-year contract on a 21,000-square-foot, brand-new construction building she'd leased to expand her small therapy practice into a holistic wellness center. She was $87,000 in debt and losing money on her business every day. Winter sunlight streamed through the large windows onto the green walls and woodsy accents she'd chosen to match the name of her business, <a href="https://www.willowtreewc.com/">Willow Tree</a>. Clients sipped complimentary tea and sank into cozy couches on the way to a yoga class, nutrition counseling session, or psychotherapy appointment. But at the end of the month, those couches hadn't seen enough butts to pay for all the services she offered - in addition to yoga and counseling, Willow Tree offered music therapy, speech therapy, and medication management - as well as a chic building and a team of 10 professionals.Out of her monthly revenue of $9,000, she was paying $3,000 for rent and "ridiculous" property taxes, and an inefficient heating system had spiked her utility bill to $1,000 when winter hit. To pay for all the trimmings of a new office, she'd maxed out credit cards, refinanced her car, and took out a home equity line of credit on the house and three acres surrounded by cornfields where her family of four lived. "A client came into the new office," Iacovoni recalled the painful day her epiphany hit. "They were swooning. Like, 'This is so beautiful. This must be a dream come true for you.' And when they said that, I realized I didn't agree with them. Actually this is a nightmare. I can't sleep at night because I don't know how I'm gonna pay for this place."Four years later, debt free and running a profitable business, Iacovoni wants to share the techniques she employs as a licensed couples therapist to help other people change financial habits, grow a business, and have a better relationship with money. She calls her method "<a href="https://nicoleiacovoni.com/">Date Your Money</a>," and says it helped her pay off $87,000 in two years and in even less time (eight months) grow her business revenue fivefold. Iacovoni's "Date Your Money Planner" - a 10-page document sprinkled with hot pink hearts, curly cues, and XOXO's - contains saucy advice like, "make time for lovin' up on money so it will love you back." One idea in the planner for a "sexy, flirty money date" includes a romantic getaway "devoted to relaxing, dreaming, and getting in touch with your desires." The point of her strategy is to take the time to let your imagination run wild all over your financial goals: "Feel ALL the feels and get crystal clear on what you envision for this passionate love affair with money" the planner states.It sounds hokey, but taking a deeper look at this entrepreneur's wisdom, backed up by her own story and training in psychology, might just make you want to pull up a Google spreadsheet and give your budget another chance. Here are her biggest tips.<h2>Start where you are</h2>According to Iacovoni, the first thing a young therapist learns in training is to help patients "find strengths" and "start where you are." In the case of a bank account, this means loving your money for what it is. Only have $100? At least you're in the black. $40,000 in debt? At least you have a job and hey, you cooked dinner at home last night - that's a good start.<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">Tawnya HemsarthNicole Iacovoni.</div></div></div>"When we feel like we're stuck, that's a bad place to begin if you want to create change," Iacovoni told Business Insider. "Ask yourself, 'What's going well, what are you proud of?' That will empower you to keep going."In the thick of debt, closing in on six figures, pride was the last thing Iacovoni felt. But she knew she was really good at being a therapist. She'd been so distracted with growing her business and working as the receptionist, office manager, and HR department rolled into one that she hadn't devoted time to building her roster of clients. Plus, therapy was the money maker, the service for which she could bill the most compared to the other services Willow Tree offered. To focus on therapy, she had to let her contractors know she'd be dropping their services, and she had to hire a receptionist. Willow Tree now employs three therapists, including Iacovoni. Another one of her strengths was organization - she just had to learn to apply it to her budget. "I wasn't making plans for my money or tracking where it was going or using a budget," she recalled. "So that's something that I started to change."<h2>Show your budget some tough love, and find creative replacements</h2>By far the biggest expense for Iacovini's business was her large, gorgeous, and brand-new building, on which she'd signed a five-year lease. "I thought it would be good advertising and would generate buzz," Iacovoni said, looking back on that decision with some regret. "I didn't even negotiate. I should've advocated for my new business."She loved the building, but decided she loved the promise of financial stability more. It was a tough decision, but it had to go. It cost her $20,000 to break the lease, but the difference in monthly payments made up that cost over the same five-year time period. Now she owns her building - a small, 1930s stone house that needed a lot of TLC but came with a $1,000 monthly mortgage payment and a chance to build some equity.Iacovoni also had to do away with another expensive budget item: paid advertising. She'd heavily invested in trying to grow her client base while fighting the stigma against therapy that can exist in a small town. She sponsored sports teams, made print ads to put up around town and in the local paper, and boosted Facebook posts. None of these seemed to be working. She decided to try direct outreach to medical doctors in the area."Doctors are usually the first ones to identify that there is an emotional or mental problem to begin with," Iacovoni said. "I started going to their clinics and trying to form relationships with them and educate them on what I do and how I can help their patients."<h2>Align your spending with your values, and avoid the pull of good marketing</h2>When Iacovini talks about marketing, she describes it as an attack on her lover. (In case you've been sleeping on us, her lover is money.)"Consumerism and marketing are a threat," Iacovoni said.What a lot of people don't know is that marketing is not just fluff. Neuromarketing, Iacovoni explained, uses magnetic resonance imaging (MRI) to observe how brains respond to different marketing stimuli. She said that most of our buying decisions are unconscious neural responses to certain colors, pictures, music, and shapes. Many of the ads we are constantly fed are scientifically engineered to push your buttons, a.k.a. your insecurities, enough to make you think this purchase will make your life better."It's not about the new pair of boots," Iacovoni pointed out. "It's the feeling you think that thing is going to bring [you]."Be skeptical of advertising, Iacovoni warned her clients. She recommended pausing to ask, "What is it about this advertisement that appeals to me? Why does it make me feel that way. Does buying that product align with my values?"Her values, Iacovoni discovered, didn't actually have anything to do with having fancy furniture in the waiting room. When she listed out the hopes and dreams she had for her money, Iacovoni found that "doing what I love, choosing who I work with, [and] helping people" are the most important. The first step toward that kind of freedom was getting out of debt, and that was the vision she held onto during the two years she spent getting her finances in order. She changed her phone and internet plans, bought less expensive clothing and furniture, paused all vacation plans, and stopped eating out and meal planned instead. Her family even changed to a less expensive home heating source. It was only after improving her relationship with money and cutting out all the excess mistakes, Iacovoni said, that she was able to add back in what she values and decide how she wanted to spend that beloved cash. For this entrepreneur, therapist, mom, wife, and dog lover? "Travel, time off, using my financial power for good," Iacovoni said. "Money has a lot to do with my power to do these things." <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/taylor-swift-net-worth-singer-millionaire-makes-spends-money-wealth-2019-4">Taylor Swift is the world's highest-paid celebrity. Here's how she makes and spends her $360 million.</a></h3> <div> </div> </div>

A small business owner and therapist paid off $87,000 in debt in 2 years and quintupled her revenue in 8 months. She explains how she learned to 'date her money' to save better and spend smarter.

The <keyword id="6421694" type="UNKNOWN" weightage="100" keywordseo="US-Elections">US elections</keyword> have sometimes been referred to as hold-your-nose-and-vote elections. Both <keyword id="6354484" type="PERSON" weightage="100" keywordseo="Donald-Trump">Donald Trump</keyword> and <keyword id="3043" type="PERSON" weightage="100" keywordseo="Hillary-Clinton">Hillary Clinton</keyword> are disliked, but the lesser disliked one gets the votes. 
 Hence, the <keyword id="96813" type="UNKNOWN" weightage="100" keywordseo="campaigns">campaigns</keyword> this season focused largely on the character of each candidate and less on actual issues. 
 <keyword id="3835323" type="UNKNOWN" weightage="100" keywordseo="voting-for-trump">Voting for Trump</keyword> is equivalent to buying a lottery ticket. And who really plays the lottery? The uneducated, insecure working class. Trump’s base largely consisted of such people and so, it is really no surprise that rural America came together to vote Trump for President. 
 
It is much similar to Modi’s 2014 election strategy to focus on the Hindu majority and position opponents as saviours of the minority. But which group has the numbers? Clearly the majority, and by using sensational comments like “building a wall”, Trump effectively tugged at the heartstrings of a very large and highly dissatisfied community. 
 
There followed a slew of promises; to be the “greatest ‘jobs’ President that God ever created”, rein the ISIS, cancel trade treaties and many more; in less than 100 days! To the vulnerable, his promises were much like the allure of winning a million dollar lottery, quite irresistible. 
 
Hillary, on the other hand, was the more experienced of the two and had a clear appreciation of realistic policies. The elite and educated of New York, California and Massachusetts spoke her language, understood her polices and voted for her. However, to the rural American, looking for change, the pragmatic and less-sensational Hillary came across as an ineffective, boring office-seeker. 
 
During one of her campaigns, she called Trump’s lowering of taxes as “Trumped up, trickle down” policies. The middle class voters didn’t understand that if the rich pay less, the burden to foot the bill would fall on them. She needed to communicate this more effectively. 
 
Some more takeaways from these elections;- 
 
1. Understand your target group (the largest demographic segment) and speak in their currency. 
 
2. Think of a few clear policies (in business, we call them USPs) and talk about them repeatedly in a clear language. These policies have to cover the main areas that voters (consumers) are going to decide on. Hillary intended to raise minimum wage which was very pertinent. But she didn’t make it a cornerstone of her pitch and paid the price for it. 
 
3. When old scandals resurface, it is critical to offer some explanation for it that goes beyond a mere apology. Band-Aid solutions don’t work. 
 
4. Don’t distract your audience with noise. Former President Obama, Michelle Obama, popstars and celebrities may have been crowd pullers, but in reality they just stole the limelight from the core messages that voters would vote on. This applies to marketing of products too when companies needlessly use celebrities that take away from the core USP. 
 
5. Despite working in public policy for nearly 30 years, Clinton failed to communicate any major achievement. Trump kept bragging about his business success, thereby inspiring confidence and positioning himself as a smart, effective leader. She could learn a lesson or two on personal branding from him. 
 
My view, in short, is that perhaps the better candidate -- in terms of experience and knowledge -- lost because of poor marketing. As the head of a business school, I invariably look for parallels in business. I wonder, what if our ‘neuromarketing’ and ‘big data’ team has been her consultants! Would her the election results have been any different! 
 
So many marketing campaigns that we see these days are not sharp, nor cutting-edge; and merely work to bleed budgets. New technologies like Big Data, Neuro Marketing and Simulations can substantially improve and predict decision-making. 
 
It also reflects the serious limitations of market research. Every poll indicated a clear victory for Clinton. Steve Jobs has famously stated that consumers don’t know what they need. The election results have highlighted that it is not logic, but hope and aspiration that are the real drivers. 
 
(About the Author: This article is authored by Nitish Jain, President, SP Jain School of Global Management)

Voting for Donald Trump was like playing the lottery. Here’s how

We recently conducted a survey in North Africa, among 2000 students, to understand what they intended to do with their future. 
 
Our studies revealed that trust in governments is at its lowest and although entrepreneurship has been promoted as a miracle cure to unemployment and social instability many young people are unwilling to take up governmental schemes to launch a business. 
 
There were many youngsters, likely to consider radicalization as a means of protest. They did not trust their government - since they considered it corrupt; had little knowledge about religion –and hence, could easily be swayed by an alternative. 
 
We also found that those most considering starting a business are also the one most tempted by armed resistance (and joining ISIS emerged as a probable option). 
 
In fact out of 1,742 respondents, a staggering 13.2% considered joining armed movements such ISIS. A very worrying finding until one considers ISIS offering in the region: $500 to $700 per month and a life with a meaning: the creation of the caliphate, the perfect, incorrupt, Islamic state, a potentially valid and quick fix alternative to this young energetic unemployed generation that has lost hope in their government. 
 
But at a deeper level, is it only money? Is there any other reason why this happens? Lets look at this from a neuroscience perspective. A fundamental aspect of propaganda is persuasion. 
 
There are various models of persuasion. Recent findings in neuroscience have revealed the importance of emotion in the human decision making process. It is emotions that sway us one way or the other. The ELM model or Elaboration Likelihood model as described by developed by Richard E. Petty and John Cacioppo in the mid-1980s explains that the brain can either process a message superficially, leading to low persuasion or more centrally / deeply, increasing the persuasion. 
 
Unlike TV news flashes, that are generally short in duration and highly edited, social media provides uncensored images of the horror of wars. The youth perceive that superior militarized western nations are conducting war on mostly vulnerable third world nations resulting in countless images of horrifying civilian casualties. 
 
These youngsters watch this social media footage over and over, share it and discuss it. These highly emotionally charged images have the effect of maximizing persuasion and so is the will, among the youth to take up arms and turn to terrorism. 
 
I’m not saying that world is new to terrorism. 
 
What has changed in the last decade is the speed with which terrorist organizations organize and recruits, thanks to social media. 
 
Looking back, social media – since Facebook in 2004 and Twitter in 2006 for Twitter – used to play a very marginal role in shaping public opinion. TV had been the primary tool used to engineer popular consent and quiet the opposition. But in December 2010, Social media suddenly took centre stage and became the trigger behind one of the most influential event of this century: The Arab revolution. The Arab Spring began when a frustrated Tunisian street vendor, Mohamed Bouazizi immolated himself on December 17th 2010 to protest against the confiscation of his merchandises and the constant harassment by municipal civil servants. Social media triggered a chain reaction based on this single event that represented people’s increasing awareness and rejection of massive corruption, nepotism, abuse of power and the absence of rule of law. 
 
So how do we make a better world? I personally disapprove censoring of social media as social media is often the only channel for the oppressed and the weak to alert the world of their suffering. The answer lies in using social media to reach larger numbers of people, and engage them in positive pursuits- such as education and values, offering them a possible inspirational source of dignified livelihood such as entrepreneurship. 
 
Every person working at the grassroots level, should share how they have created pockets of progress, and engaged the youth in meaningful pursuits. It’s also important for religious leaders to increase their online presence and highlight the peaceful nature of all of the world’s religions. Yet social media is only a reflection of reality, it is fundamental that more important structural changes be operated, democracy which implies a high degree of press freedom and transparency need to be promoted so that corruption be curbed. Indeed, peace would be the ultimate way to clean social media of the horror of wars and promote a more human and compassionate world. 
 
About the author: Dr.Nicholas Hamelin heads the neuromarketing lab at SP Jain School of Global Management, Singapore. 
 
<a href="http://www.riskmanagementmonitor.com/wp-content/uploads/2013/12/grenade-1024x774.jpg">Image source</a>

Survey in North Africa: Terrorism more rewarding than entrepreneurship?

<a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=40090&amp;murl=https%3A%2F%2Fwww.thereformation.com%2F" target="_blank" rel="nofollow noopener"></a><a href="https://www.thereformation.com/pages/our-stuff">Reformation</a>Reformation is one brand successfully making sustainability cool.<ul class="summary-list"><li>Sustainability is becoming a big trend in the packaged goods and fashion industry as environmental concerns are increasingly top of mind for consumers. </li><li>The U.S. sustainability market is projected to reach $150 billion in sales by 2021, <a href="https://www.nielsen.com/us/en/insights/article/2018/was-2018-the-year-of-the-influential-sustainable-consumer/" target="_blank" rel="noopener">according to Nielsen</a>. </li><li>We used clothing brand Reformation as a case study of sorts and spoke with experts in consumer behavior and the fashion industry to better understand the sustainability movement, why consumers love it, and how more brands can do their part. </li></ul>A good product is no longer enough to win a consumer's favor. Shoppers want more than just quality, often looking for products and <a href="https://www.businessinsider.com/ethical-clothing-bedding-companies-brands" target="_blank" rel="noopener">brands that align with their personal values</a>. It seems obvious. Why support a brand financially if we don't agree with their social and environmental values? In the face of climate change, those of us who care enough are ready to consider the consequences of our shopping habits.The <a href="https://www.businessinsider.com/fast-fashion-environmental-impact-pollution-emissions-waste-water-2019-10" target="_blank" rel="noopener">fashion industry is one of the biggest culprits</a> when it comes to pollution. According to the <a href="https://www.epa.gov/facts-and-figures-about-materials-waste-and-recycling/textiles-material-specific-data" target="_blank" rel="nofollow noopener">United States Environmental Protection Agency</a>, 26 billion pounds of textiles end up in landfills each year. Realistically, most of us won't quit shopping cold-turkey. We may not even give up all fast-fashion. But, many people are willing to change their habits for the better. Dr. Matt Johnson, professor at Hult International Business School and founder of neuromarketing blog <a href="https://www.popneuro.com/" target="_blank" rel="noopener">Pop Neuro</a>, says, "There is accumulating evidence that consumers are impacted by the perceived sustainability of [a] brand, and further, that consumers are willing to pay a premium for products from a sustainable brand over a non-sustainable competitor brand." Value and ease of purchase are still the main drivers of purchase decisions, but sustainability is becoming a bigger factor. A <a href="https://content-na1.emarketer.com/sustainability-is-factoring-into-2019-holiday-purchases" target="_blank" rel="nofollow noopener">2019 survey led by Hotwire</a> found that 47% of internet users worldwide had ditched products and services from a brand that violated their personal values. Protecting the environment topped that list. <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=40090&amp;murl=https%3A%2F%2Fwww.thereformation.com%2F" target="_blank" rel="nofollow noopener"></a>Reformation/Instagram2019 saw the Global Climate Strike all over the world.<h3>Traditionally, you'd find labels like "organic" and "sustainably-grown" in the grocery aisle, but the same verbiage is becoming popular in the fashion industry, too.</h3>Sustainable fashion doesn't seem like a natural pairing - fashion's trend-driven ways press us to buy new pieces every season, while sustainability asks us to pare down - but more and more brands are bettering their business with eco-friendly practices. <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=40090&amp;murl=https%3A%2F%2Fwww.thereformation.com%2F" target="_blank" rel="nofollow noopener">Reformation</a> is one of the brands leading the charge.Yael Aflalo, Reformation's founder and CEO, was in the fashion industry for years and "really started to dislike a lot of the harmful industry practices - overprinting lookbooks and tossing 80% of them, yards of leftover fabric getting thrown out," she says. "On a trip to China, I saw first-hand the devastating amount of pollution there from manufacturing, and I knew that I had to make a change and stop contributing to the fashion industry's waste."The brand's flowy dresses, dressy tops, cozy sweaters, jeans, and more, are beloved by the "it-girl" set. But, they're also made sustainably - everything from the fabrics used to the manufacturing processes to the hangers used in-store are chosen with keeping a minimal carbon footprint in mind.<a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=40090&amp;murl=https%3A%2F%2Fwww.thereformation.com%2F" target="_blank" rel="nofollow noopener">Reformation</a> is proof that you can be sustainable without sacrificing style. "Without sacrifice" is the key. Aflalo wants shoppers to see how easy it is to live a more sustainable lifestyle. "The success of our sustainability initiatives is determined by how effortless they are to adopt," she says. "We start with small digestible solutions that people can incorporate into their daily lives to make an impact and highlight how those changes can affect the big picture." Buying clothing that you were going to buy anyway, but choosing the item that was made ethically and with less waste is sustainability made easy. There's no significant behavior change, but a simple choice that can ultimately make a big difference. <h3>Even if being sustainable isn't a personal priority, the idea of using a purchase to do good is attractive to many shoppers.</h3>Purchasing expensive products that are environmentally-friendly in some way can help us compensate for the guilt we feel about our self-indulgent spending, Dr. Johnson explains. "A part of us feels guilty about the money we're spending on a new Prius, for example, but the fact that it's a product which has an environmentally friendly angle helps us feel better about the purchase."<a href="https://www.pntra.com/t/TEFNS0VFQUVHR0pGTEFFREhLRE0?url=https%3A%2F%2Fwww.everlane.com%2F" target="_blank" rel="nofollow noopener"></a>EverlaneIn a bid to improve their transparency, Reformation and Everlane give factory tours to let shoppers see the conditions.For many shoppers, though, choosing a sustainable product is a personal priority, and they want people to know it. It's called Social Signaling, a theory that we buy certain things because of what they say about us to the people around us. People buy designer bags not only because they like the style, but because of the message they tell the world when they're holding one and the social status the product imbues.The same goes for the environment. Dr. Johnson shares the example of a new Prius. "We may buy a Prius (at least in part) because it is a purchase reliably associated with environmental consciousness, and we want to signal that we're environmentally conscious," he says. And, it turns out that these social motivations are more important than practical features like gas mileage. In <a href="https://www.nytimes.com/2007/07/04/business/04hybrid.html" target="_blank" rel="nofollow noopener">a 2007 survey</a>, Prius owners proudly reported that the primary reasons for purchasing the car are because it "makes a statement about me" and that "it shows the world that its owner cares."<h3>While we may be willing to pay more for something that is environmentally friendly, the ultimate goal should be for sustainability to be accessible.</h3>Aflalo wants to break down the notion that sustainability is inherently more expensive. By definition, she says, it isn't - instead, it is "related to less waste and material use, which can actually lead to savings ... But there are some aspects of responsible manufacturing and better materials that may lead to marginally higher costs. So as we scale our business, we are committed to making our stuff even more accessible and passing on efficiencies and savings to our customers wherever possible."A $28 <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=40090&amp;murl=https%3A%2F%2Fwww.thereformation.com%2Fproducts%2Fpocket-tee" target="_blank" rel="nofollow noopener">Reformation tee</a> may seem pricey when compared to a fast-fashion option, but the sustainable fashion movement asks us to consider environmental cost, not just the cost to our own wallet. There are plenty of brands capitalizing on the movement. <a href="https://www.pntra.com/t/TEFNS0VFQUVHR0pGTEFFREhLRE0?url=https%3A%2F%2Fwww.everlane.com%2F" target="_blank" rel="nofollow noopener">Everlane</a> has become a popular choice with its self-proclaimed "radical transparency" in everything from pricing to using innovative materials, <a href="https://www.businessinsider.com/everlane-renew-collection-fleece-parka-puffer-review-2018-10" target="_blank" rel="noopener">like recycled water bottles</a>. <a href="https://www.pjtra.com/t/TUJGRk1OR0JGSEhLR01CRktOSEVG?url=https%3A%2F%2Fnaadam.co%2F" target="_blank" rel="nofollow noopener">Naadam</a> is redefining luxury with its <a href="https://www.businessinsider.com/naadam-cashmere-sweater-review-2018-10" target="_blank" rel="noopener">affordable, sustainable cashmere</a> that's better for the environment and its workers. It's not just startups that are getting in on the positive trend. Big-box retailers are adding more sustainable products to their aisles and committing to cleaning up their practices. The "<a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=2417&amp;murl=https%3A%2F%2Fwww.sephora.com%2Fbeauty%2Fclean-beauty-products" target="_blank" rel="nofollow noopener">Clean at Sephora</a>" section of the beauty giant brings eco-friendly, clean beauty products to the masses. <a href="http://goto.target.com/c/196318/81938/2092?u=https%3A%2F%2Fwww.target.com%2F" target="_blank" rel="nofollow noopener">Target</a> has a goal to use 100% sustainable, organic cotton in all products from Target-owned brands by 2022. Nordstrom <a href="https://www.businessinsider.com/nordstrom-sustainable-style" target="_blank" rel="noopener">recently launched a Sustainable Style category</a> to help shoppers easily find responsibly-made products.These efforts surely attract a more sustainably-minded demographic, and it's something worth showing off. Dr. Johnson thinks sustainable brands can certainly use marketing and branding to their advantage. Even though they are typically for-profit companies, he says, with a genuine sustainability foundation, non-profits are more likely to partner with these brands. In turn, this likely adds credibility to sustainability claims. <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=40090&amp;murl=https%3A%2F%2Fwww.thereformation.com%2Fproducts%2Fpocket-tee" target="_blank" rel="nofollow noopener"></a>Reformation/FacebookSustainability is a big part of Reformation's branding, particularly on social media.<h3>For Reformation, sustainability plays a significant role in branding.</h3>"Being naked is the #1 most sustainable option. We're #2."The brand's kitschy slogan is an homage to their sustainable practices, but that's just the start of it. "In recent years," Aflalo says, "we've taken a more formalized approach to transparency through initiatives like RefScale, factory tours, and sustainability reports, educating consumers about the environmental impact of fashion." On the brand's website, you can find plenty of information about its manufacturing, As someone who has started a fashion brand of their own, Aflalo understands it's not always easy to completely switch up production in favor of more sustainable approaches, which is why she suggests starting small. "To start," she says, "[brands] can focus on sustainable materials - so they can source an organic or better material, and just plug that into their same business model ... This one is a bit harder, but look into operations and business impact to offer better transparency around manufacturing processes (which is often the dirtiest part of the industry) and hold your business accountable to start making changes. The big and small changes will add up," she says. "If we want to have transformational change, we all need to participate."The same goes for us, the shoppers. We may not all be ready to be minimalists and pare our wardrobes down. We may not be able to give up <a href="https://www.businessinsider.com/is-eating-meat-bad-environment-2016-3" target="_blank" rel="noopener">eating meat</a>, driving to work, or wearing cashmere, but we can <a href="https://www.businessinsider.com/household-plastic-alternatives-eco-friendly-2018-8" target="_blank" rel="noopener">tweak these habits</a> to make them better for the planet. Carpooling, meatless Mondays, or shopping with an eye for sustainable materials are small changes we can make for the better.<h3><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=40090&amp;murl=https%3A%2F%2Fwww.thereformation.com%2F" target="_blank" rel="nofollow noopener">Shop sustainable fashion at Reformation</a></h3><h3><a href="https://www.popneuro.com/" target="_blank" rel="nofollow noopener">Check out Dr. Johnson's blog about consumer psychology</a></h3><h3>Read more about some of our favorite sustainable brands:</h3><ul><li><a href="https://www.businessinsider.com/patagonia-un-champions-of-the-earth-award-2019" target="_blank" rel="nofollow noopener">Patagonia just won the United Nations' top environmental honor for entrepreneurial vision - here's why we're not surprised</a></li><li><a href="https://www.businessinsider.com/b-corp-retail-companies" target="_blank" rel="noopener">B Corps are businesses committed to using their profit for good - these 14 are making some truly great products</a></li><li><a href="https://www.businessinsider.com/allbirds-tree-runner-skipper-review" target="_blank" rel="noopener">Allbirds' sustainable 'Tree' sneakers were a game changer when they debuted in 2018 - here's how they've held up after over a year of regular wear</a></li><li><a href="https://www.businessinsider.com/everlane-recashmere-review-recycled-cashmere-sweaters" target="_blank" rel="noopener">We tried Everlane's recycled cashmere sweaters - they're more sustainably produced and just as comfortable as the originals</a></li><li><a href="https://www.businessinsider.com/warp-weft-affordable-womens-jeans-review-2018-6" target="_blank" rel="nofollow noopener">A new online startup is quietly making waves in the denim world - its under-$100 jeans and sustainable production practices are 2 big reasons why</a> </li></ul><a href="http://e.businessinsider.com/join/ci/insider-picks">Subscribe to our newsletter.</a> Find all the best offers at our <a href="https://coupons.businessinsider.com/">Coupons page</a>. Disclosure: This post is brought to you by the <a href="http://www.businessinsider.com/insiderpicks">Insider Picks</a> team. We highlight products and services you might find interesting. If you buy them, we get a small share of the revenue from the sale from our commerce partners. We frequently receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising sales team. We welcome your feedback. Email us at insiderpicks@businessinsider.com.

Sustainability sells: Why consumers and clothing brands alike are turning to sustainability as a guiding light

If you're in a <keyword id="1271668" type="UNKNOWN" weightage="100" keywordseo="long-term-relationship">long-term relationship</keyword> — or just a serious <keyword id="6355233" type="UNKNOWN" weightage="100" keywordseo="relationship">relationship</keyword> — and things are going well, then you probably wish that they'll always be that way. In fact, if you've been with someone a long time it can be difficult to imagine what would happen if things go wrong between you. It's not unusual to worry about these things and to wonder how you can always keep your relationship strong. 
 "My mother, my first and most prominent mentor, used to say, '<keyword id="1820333" type="UNKNOWN" weightage="100" keywordseo="smart-people">Smart people</keyword> don't get bored, they get curious,' which aligns with zen psychotherapy," zen psychotherapist and neuromarketing strategist Michele Paiva tells Bustle. "A Buddhist mind is a curious mind." 
 
So you need to start thinking about what you love about your relationship, about what makes your relationship tick, and the best way to safeguard that for the future. Because the best offensive is a good defensive — before problems in your relationship start, you can make sure your relationship is strong enough to deal with them. Hell, it might keep some problems from coming up at all. 
 
The truth is, there's never a guarantee. But there are steps you can take to make your relationship much stronger. Strong enough to deal with anything that comes your way. So here are seven ways to bulletproof your relationship, because complacency is a relationship killer: 
 
1. Nip Boredom In The Bud 
Boredom and complacency have this horrible inertia which means that, once they hit, it's easy to get stuck in them for a long time. So at the first signs of boredom, take action. "Plan something together," life coach Kali Rogers tells Bustle. "Just like people need promotions in their work in order to feel challenged and rewarded, couples need to feel that same adrenaline rush in a relationship." Plan something, try something new, whatever works for you— just make the effort. 
 
2. Keep Your Communication Game Strong 
And it's not just about being honest, although that's obviously important, it's about active listening. Couples who are active listeners fare way better in the long haul. "[They] listen to what their partner says, rather than get defensive without understanding the partner’s point of view or where they’re coming from," Janet Zinn, a New York City–based couples therapist , tells Bustle. As soon as your partner feels you're not really listening, resentment, and distance can build. 
 
3. Touch Base 
You might assume thatyou know each other so wellthat you can tell when things are OK or not. Don't be so sure. Touching base is crucial. Sure, about your relationship generally, but also just throughout the day. "Couples try to get each other’s attention throughout the day, whether it’s for support, conversation, interest, play, affirmation, feeling connected or for affection,"relationship coach and therapist Anita Chlipala tells Bustle. “Each of these moments is an opportunity to connect with your partner. A person should look for someone who responds to them, or at least acknowledges them when they try to get their attention, because it shows that they are meeting your emotional needs —or at least trying to." 
 
4. Stay Independent 
Not only do you need to have time to have separate hobbies, interest, and lives, don't forget to make time just for you. “Taking time for ourselves may seem selfish, as though we're avoiding our partner," clinical hypnotherapist, author and educator Rachel Astarte, who offers transformational coaching for individuals and couples at Healing Arts New York, tells Bustle. 
 
“In reality, brief periods of solitude recharge our soul batteries and allow us to give even more to our partners and to the relationship itself." Being alone makes you a stronger half of a relationship, not a weaker one. 
 
5. Get In Time With Friends And Family 
Spending time with your friends and family isn't just fun, it's nourishing. In fact, especially if you're a straight woman, spending time with your girlfriends gives you something that you just don't get in your relationship. "It's a social thing – a gender role that our culture has perpetuated," Erika Martinez, Psy.D., licensed psychologist from Envision Wellness tells Bustle. 
 
"A lot of times, women are taught to give and to nurture. There is this underlying, unspoken concept from previous generations that you shortchange your husband and your family if you practice self-care. But that idea is changing. Women are realizing they become better mothers, wives, employees, etc. if they do this for themselves." 
 
6. Quality Time Over Quantity Of Time 
Especially if you've been together a long time, you may be guilty of the relationship zone-out. Whether it's 'phubbing'— ignoring your partner for your phone — or just existing together rather than really being together, it can be a problem. While you should be able to be silent and relaxed with your partner, you need quality time too. Make sure you're getting time for date nights, shared activities, and really spending time together. 
 
7. Keep <keyword id="24319" type="UNKNOWN" weightage="100" keywordseo="flirting">Flirting</keyword> 
Flirting is so important in a relationship, for a lot of reasons. "Couples who stop flirting are couples who stop anticipating," Certified Relationship Coach Chris Armstrong tells Bustle. "Things go blasé and what was once an unpredictable stroll is now an expected lull." Firstly, it keeps the sexual energy going— and a healthy, long term relationship needs a healthy sex life. 
 
But even more than the sex side, it helps you be playful and keep the spark alive with each other, which shouldn't disappear just because you've been in a relationship for a long time. A healthy flirt will help your sex life and your connection. 
 
You can't guarantee that you and you partner will be happy forever, but there are steps you can take to bulletproof your relationship. Keep these them in mind during disagreements and you'll be in a much better place to tackle everything that comes your way. 
 
Read the <a href="https://www.bustle.com/articles/198700-how-to-bulletproof-your-relationship-because-listening-goes-a-long-way">original article</a> on <a href="https://www.bustle.com/">Bustle</a>. Copyright 2016. 
 
(Image Credits: Flickr)

6 experts explain simple steps you can take to make your relationship stronger

<div class="image-container display-table float_right click-to-enlarge"><div><div class="image"><a title_source="Draftfcb" title_caption="John Kenny, EVP strategic planning director at Draftfcb Chicago" class="zoomin" href="http://static2.businessinsider.com/image/52ab8ba269bedd70460aafbf-960/john-kenny-from-draftfcb.jpg"></a><keyword id="176654" type="PERSON" weightage="60" keywordseo="Draftfcb">Draftfcb</keyword>John Kenny, EVP strategic planning director at Draftfcb Chicago</div></div></div>Increasingly it seems that in the <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> world, creativity is taking a back seat to science, "big data," and behavioral economics. That may be the primary reason why the topic of the 2013 Northwestern University's Medill School of Integrated Marketing Communication's Annual TalentQ Panel on November 20th was "Who Needs Creativity?"
On the panel, yours truly and creative leaders in the Chicago advertising community discussed how they "balance" art and science in their organizations. However, in characterizing the question in this way, I believe advertising sells itself short. It is guilty of mischaracterizing the role of science and under- estimating the power of art.
For a long time, the advertising industry has had science-envy. Unlike the messy world of creativity that is our bread and butter, the promise of science-driven advertising is risk free, with hard and fast rules, MBA credentials, and CFO respect. But science, especially great science, doesn't work that way. Albert Einstein once remarked that "imagination is more important than knowledge," and that much like great artists, scientists are anything but certain about their rules. Instead, they approach every problem with a critical eye, looking to find something new. Therefore, rather than seeing art and science as diametrically opposed forces that need to be balanced, creative organizations should see them as two routes into finding new creative white spaces for brands to explore.
In the world of art and science collaboration, the benefits of the science of advertising (big data and behavioral economics) can only truly be tapped if explored creatively. The key output has to be new insights about consumer behavior and beliefs that can drive compelling content. Too often, fear and uncertainty lead to advertising that is safe and formulaic - the exact opposite of creativity. The benefits of big data and behavioral economics are that once the insight has been revealed, there is less uncertainty about how true the insight is, enabling agencies and clients to embrace it fully.
The science part of advertising must approach its role humbly. While there have been great advances in understanding what motivates human behavior over the last 30 years, artists have been running experiments on what motivates human behavior for the last 3000 years! Artists and storytellers have a significant head start in their ability to understand and motivate people. Plus, the latest research on behavioral economics and neuromarketing indicates that nothing is more engaging, persuasive, or sharable than a simple story beautifully told.
Advertising shouldn't shy away from being proud of being a creative industry. While we will increasingly recruit data scientists and cognitive psychologists into our ranks, the key filter in any recruitment decision needs to be their ability to use these skills to find new insights and collaborate across disciplines - all motivated by the belief in the power of creativity to transform our clients' business.
John Kenny is an executive vice president for strategic planning at the advertising agency Draftfcb.

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