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You've probably already heard that Starbucks has announced that it will eliminate plastic straws in the world by 2020. The straws will be replaced by recyclable lids or straws made from environmentally friendly materials of the environment. billion plastic straws each year in Starbucks' 28,000 stores.
A billion straws, an important figure, here is another: 275 million tons of plastic waste are found in our oceans in one year. Statistics were important, but the emotional context was even more critical: it is well established in the theory of communication that big numbers do not push people to action because they do not have no element of persuasion-emotion. Without emotion, it is almost impossible to convince people to act. A sea turtle gave the movement the emotion it needed.
The sea turtle that provoked a social movement. The social movement to eliminate disposable plastic straws took off after a video of a sea turtle was posted on YouTube in August 2015. This was not No matter what sea turtle. In the graphic video, we watch marine biologists remove a straw that had lodged in his nose. The video has attracted more than 8 million views. An online petition asking Starbucks to stop using plastic straws drew over 150,000 signatures using – you guessed it – the turtle as animal-poster. A growing number of companies have made similar promises, including: McDonald's, Alaska Airlines and the Bon Appetit food service company
If you have not seen the turtles video, you may want to avoid it. The video, described here, is bloody, rude and disturbing. Again, that's exactly why the video was uploaded to YouTube. The video served as a catalyst for individuals and businesses to take action. Neuroscience explains why it happened.
Emotion is the fastest path to the brain. As an author who has spent the better part of two decades studying the tools of persuasion, I can tell you that emotion is the fastest path to the brain. We can prove it scientifically. In academic terms, an "emotionally competent stimulus" is a video or photo that elicits a strong emotional response. These images can trigger fear, sadness, joy, hope, shock, surprise or disgust. The turtle video triggers several emotions at once.
Once we see or experience an emotionally charged stimulus, the amygdala – an almond-shaped structure in the temporal lobe of the brain – releases neurochemicals essential for feeling the emotion. Dopamine is one of those chemicals. A release of dopamine acts to buffer the information on the brain. In other words, if the content triggers a dopamine surge, it is more likely to stick. You can see why this served as an important evolutionary function. If we do not fear a lion, our species would not have been so far.
The key lesson for anyone trying to convince others to make big changes is to put big numbers in an emotional context. The figure of one billion means nothing to anyone. It's just a number. Add a billion plastic straws, and that still does not mean much without context. Attach the statistic to a disturbing video of a sea turtle and the combination creates an emotional experience that inspires people to action.
Scientists and experts who hope to drive change in any area – environmental, financial, governmental – statistics and emotion. Statistics are good; the emotion is better. The emotion drives the behavior and triggers change
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One billion straws, one important figure, and another: 275 million tons of plastic waste are found in our oceans in Yes, and no, the statistics were important, but the emotional context was even more critical and it is well established in the theory of communication that large numbers do not push people to miss it. a critical element of persuasion-emotion. Without emotion, it is almost impossible to convince people to act. A sea turtle gave the movement the emotion it needed.
The sea turtle that provoked a social movement The social movement to eliminate plastic straws for single use took off after a video of a sea turtle was posted on YouTube in August 2015. This was not any sea turtle. In the graphic video, we watch marine biologists remove a straw that had lodged in his nose. The video has attracted more than 8 million views. An online petition asking Starbucks to stop using plastic straws drew over 150,000 signatures using – you guessed it – the turtle as animal-poster. A growing number of companies have made similar promises, including: McDonald's, Alaska Airlines and the Bon Appetit food service company
If you have not seen the turtles video, you may want to avoid it. The video, described here, is bloody, rude and disturbing. Again, that's exactly why the video was uploaded to YouTube. The video served as a catalyst for individuals and businesses to take action. Neuroscience explains why it happened.
The emotion is the fastest way to the brain. As an author who has spent the better part of two decades studying the tools of persuasion, I can tell you that emotion is the fastest path to the brain. We can prove it scientifically. In academic terms, an "emotionally competent stimulus" is a video or photo that elicits a strong emotional response. These images can trigger fear, sadness, joy, hope, shock, surprise or disgust. The turtle video triggers several emotions at once.
Once we see or experience an emotionally charged stimulus, the amygdala – an almond-shaped structure in the temporal lobe of the brain – releases neurochemicals essential for feeling the emotion. Dopamine is one of those chemicals. A release of dopamine acts to buffer the information on the brain. In other words, if the content triggers a dopamine surge, it is more likely to stick. You can see why this served as an important evolutionary function. If we do not fear a lion, our species would not have been so far.
The key lesson for anyone trying to convince others to make big changes is to put big numbers in an emotional context. The figure of one billion means nothing to anyone. It's just a number. Add a billion plastic straws, and that still does not mean much without context. Attach the statistic to a disturbing video of a sea turtle and the combination creates an emotional experience that inspires people to action.
Scientists and experts who hope to drive change in any area – environmental, financial, governmental – statistics and emotion. Statistics are good; the emotion is better. The emotion drives the behavior and triggers the change.
