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Society is one big cult: The science of movements

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My #Future15 from #SXSW2015
Video here: https://vimeo.com/themaggiest/cultsci #cultsci

There's an inherent pattern in social movements.
But for brands looking to "create a movement," it’s not as easy as identifying and creating them for your campaign. You have to understand humans as a species before you can get them to do something as a herd.

As a species, we're subconsciously obsessed with patterns. They compel us in both rational and irrational ways, and explain movements in culture, economics and yes, even in cults. Understanding human behavior, and the drivers of mass movements, relies on understanding patterns. Patterns in the choices we make, patterns in the way our brains respond and the patterns in the impact on our economy and society.

Publié dans : Marketing

Society is one big cult: The science of movements

  1. 1. SOCIETY IS ONE BIG CULT THE SCIENCE OF MOVEMENTS #cultsci
  2. 2. @themaggiest MAGGIE GROSS HAVAS WORLDWIDE #cultsci
  3. 3. “LET’S MAKE A MOVEMENT!” #cultsci
  4. 4. BUT FIRST, WHAT IS A MOVEMENT? #cultsci
  5. 5. [moov-muh nt] : a group of people tending toward
 or favoring a generalized common goal #cultsci
  6. 6. [moov-muh nt] : a group of people tending toward
 or favoring a generalized common goal #cultsci
  7. 7. [moov-muh nt] : a group of people tending toward
 or favoring a generalized common goal #cultsci
  8. 8. [moov-muh nt] : a group of people tending toward
 or favoring a generalized common goal #cultsci
  9. 9. [moov-muh nt] : a group of people tending toward
 or favoring a generalized common goal #cultsci
  10. 10. PATTERNS #cultsci
  11. 11. PATTERNS IN THEIR VARIABLES #cultsci
  12. 12. PATTERNS IN YOUR BRAIN #cultsci
  13. 13. FORCE FOR GOOD SOURCE OF HARM #cultsci
  14. 14. 2 31 4 #cultsci
  15. 15. POWERFUL DANGEROUS #cultsci
  16. 16. START WITH A PROBLEM1 #cultsci
  17. 17. BRAINS 
 EVOLVED TO 
 SOLVE PROBLEMS #cultsci
  18. 18. #cultsci
  19. 19. #cultsci
  20. 20. #cultsci
  21. 21. BRAINS IMAGINE
 THE WRONG
 ANSWER #cultsci
  22. 22. PAREIDOLIA #cultsci
  23. 23. #cultsci
  24. 24. #cultsci
  25. 25. #cultsci
  26. 26. BRAINS IMAGINE
 THE WRONG
 ANSWER BRAINS 
 EVOLVED TO 
 SOLVE PROBLEMS #cultsci
  27. 27. UTILIZE MEDIA2 #cultsci
  28. 28. BRAINS 
 FEEL OTHER 
 PEOPLE’S PAIN #cultsci
  29. 29. #cultsci
  30. 30. #cultsci
  31. 31. BRAINS’ EMPATHY 
 CAN BE EASILY
 RE-WIRED #cultsci
  32. 32. #cultsci
  33. 33. http://upload.wikimedia.org/wikipedia/commons/4/43/Posted_Japanese_American_Exclusion_Order.jpg http://www.google.com/url? sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0CAcQjRw&url=http%3A%2F%2Fwww.lookingattheleft.com %2F2011%2F10%2Foccupy-denver%2F&ei=8yr7VOGiG4adgwTskoOQDg&bvm=bv. 87611401,d.cWc&psig=AFQjCNHZZ7HRP2efRLp2pA1eCTHebPlQuA&ust=1425832997767103 http://www.google.com/url? sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0CAcQjRw&url=http%3A%2F%2Fwww.lookingattheleft.com %2F2011%2F10%2Foccupy-denver%2F&ei=8yr7VOGiG4adgwTskoOQDg&bvm=bv. 87611401,d.cWc&psig=AFQjCNHZZ7HRP2efRLp2pA1eCTHebPlQuA&ust=1425832997767103 #cultsci
  34. 34. http://upload.wikimedia.org/wikipedia/commons/4/43/Posted_Japanese_American_Exclusion_Order.jpg http://www.google.com/url? sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0CAcQjRw&url=http%3A%2F%2Fwww.lookingattheleft.com %2F2011%2F10%2Foccupy-denver%2F&ei=8yr7VOGiG4adgwTskoOQDg&bvm=bv. 87611401,d.cWc&psig=AFQjCNHZZ7HRP2efRLp2pA1eCTHebPlQuA&ust=1425832997767103 http://www.google.com/url? sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0CAcQjRw&url=http%3A%2F%2Fwww.lookingattheleft.com %2F2011%2F10%2Foccupy-denver%2F&ei=8yr7VOGiG4adgwTskoOQDg&bvm=bv. 87611401,d.cWc&psig=AFQjCNHZZ7HRP2efRLp2pA1eCTHebPlQuA&ust=1425832997767103 #cultsci
  35. 35. BRAINS’ EMPATHY 
 CAN BE EASILY
 RE-WIRED BRAINS 
 FEEL OTHER 
 PEOPLE’S PAIN #cultsci
  36. 36. GIVE PEOPLE A ROLE3 #cultsci
  37. 37. #cultsci
  38. 38. #cultsci
  39. 39. #cultsci
  40. 40. BRAINS 
 LOOK FOR
 SHARED IDENTITY #cultsci
  41. 41. #cultsci
  42. 42. #cultsci
  43. 43. BRAINS FIND 
 ANONYMITY" TOGETHER #cultsci
  44. 44. ANTERIOR CINGULATE CORTEX #cultsci
  45. 45. #cultsci
  46. 46. BRAINS FIND 
 ANONYMITY" TOGETHER BRAINS 
 LOOK FOR
 SHARED IDENTITY #cultsci
  47. 47. LEADERSHIP4 #cultsci
  48. 48. WITHOUT A LEADER
 MOVEMENTS FIZZLE #cultsci
  49. 49. WITHOUT A LEADER
 MOVEMENTS FIZZLE #cultsci
  50. 50. BRAINS 
 LOOK FOR 
 LEADERSHIP #cultsci
  51. 51. #cultsci
  52. 52. #cultsci
  53. 53. #cultsci
  54. 54. BRAINS DO WHAT
 THEY’RE TOLD
 TO DO #cultsci
  55. 55. #cultsci
  56. 56. #cultsci
  57. 57. BRAINS DO WHAT
 THEY’RE TOLD
 TO DO BRAINS
 LOOK FOR
 LEADERSHIP #cultsci
  58. 58. THINK IT CAN’T HAPPEN TO YOU? #cultsci
  59. 59. Oh here’s to my sweet Satan." " The one whose little path would make me sad," whose power is Satan." " He will give those with him 666." " There was a little tool shed where he made 
 us suffer, sad Satan. #cultsci
  60. 60. IT’S WHY WE’RE HERE #cultsci
  61. 61. " #cultsci
  62. 62. POWERFUL DANGEROUS DO WHAT THEY’RE TOLDLOOK FOR LEADERSHIP IMAGINE THE WRONG ANSWEREVOLVED TO SOLVE PROBLEMS EMPATHY CAN BE RE-WIREDFEEL OTHER PEOPLE’S PAIN FIND ANONYMITY TOGETHERLOOK FOR SHARED IDENTITY #cultsci
  63. 63. THANK YOU @themaggiest #cultsci
  64. 64. THANK YOU (PLEASE DON’T START A CULT, OK?) @themaggiest #cultsci more questions? maggiewgross@gmail.com

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