Understanding Awe; A Route-Map to Emotional Brand Connection

Brands can bring us together, and challenge societal conventions.

The Northern Lights illuminating our skies; Simone Biles revealing new levels of human capability at the Olympics; extraordinary acts of bravery and communal kindness in the wake of the Southport murders; the small green shoots of hope at the base of the felled Sycamore Gap tree. These have the power to induce ‘awe’ in all of us. They unite people in a shared emotional response that enhances our happiness and enlightenment. The science of awe has much to teach brands and how they can drive positive impact.