More than words: Rethinking sustainability communications through neuroscientific methods

Abstract

In the era when the overarching problem of climate change, threatening the entire humanity and all life on earth, demands actions and behavioural change from all of the societal agents, including governments, organizations, companies and individuals, the world fails to achieve unity on the matter of existence of the problem, cause of the problem and on the solution of the problem. Since the scientific consensus on climate change is achieved, this article tries to examine why it is so hard to convey the message of needed behavioural change. The neuromarketing study presented in this article focuses on marketing communications that try to convey the message that would lead to the consumers' mental, emotional and behavioural change. Effectiveness of the branded environmental videos was evaluated utilizing the neuroscience approach. Electroencephalogram and an eye-tracking device were used to register the implicit brain reactions of the study participants viewing the branded videos. For comparison reasons, the branded videos selected for the study use two different approaches for conveying the message. The first approach relies on narrative, words and logic, whilst the second one appeals primarily to emotions. The aim of the study was to answer the question whether the words are enough or there more to it?