Strange Tides: When emotions are all over the map, how can brands respond?

Tom White

As unwelcome clouds gather – economic hardship, political confusion, social media fuelled anxiety – marketers risk that the communications put out into the world collide with a strange new tide of audience emotions they don’t properly understand.

There’s now a steady supply of evidence showing us that most of the business of life happens through our emotions, below the threshold of awareness and purely rational decision making.

As consumer decisions continue to trend towards quick, instinctive...

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