by ellen.dressler -

09 | Neuroscientific impact of sustainability in CSR videos on millenials

During a university workshop where we were able to try out EEG devices for measuring brain waves, I came across an interesting study that looked at how various corporate social responsibility (CSR) videos affect the brain waves of millennials.
The study delved deep into the world of sustainability-focused corporate messaging. The exploration aims not only to unravel the reactions these videos trigger but, more importantly, to extract meaningful insights that will guide the path towards convincing individuals of the criticality of sustainable actions.

The Quest for Millennial Engagement in CSR Narratives

Intriguingly, the study’s findings unveiled a fascinating challenge: millennials‘ brains don’t engage as seamlessly as one might expect with CSR videos. Despite a prevailing consensus that this demographic places immense importance on corporate responsibility, especially regarding the environment, the current state of CSR communication seems to fall short in capturing their full attention. This realization shows that the way in which sustainability should be presented and communicated to this particular audience should be reconsidered.

Likability

Out of the seven CSR videos dissected, only a mere two succeeded in generating positive emotional responses. While females exhibited a more favorable disposition, males showcased fewer positive emotions but demonstrated a higher level of willingness to engage. This divergence in responses emphasizes the need for a nuanced approach that transcends initial negative reactions, tapping into the potential for long-term engagement.

Unraveling the Complexity of Information Processing

Peeling back the layers of brain activity, the study uncovered a significant mental effort required to grasp the messages embedded in CSR videos. The implications are profound; if viewers struggle to comprehend the content due to excessive cognitive load, the risk of message rejection looms large. This realization propels the imperative of simplifying CSR communication, making information more digestible for the millennial mind.

Navigating the Landscape of CSR Communication

In the larger context of CSR communication, these insights reverberate as a call for a new era—commonly referred to as CSR 2.0. The key lies not just in delivering information but in doing so through a lens that not only resonates emotionally but is also scientifically tailored to the audience. To convince the audience of the imperative of sustainable actions, the message must be more than just understandable; it needs to forge an emotional connection and be easily digestible.

For me these findings are important, to get a sense for how sustainability communication should work. Understanding that sustainability communication is not a one-size-fits-all paradigm, especially among millennials, emphasizes the need for tailored, neuro-aware strategies.
The study underscores the paramount importance of not just communicating but doing so in a manner that seeps into the essence of how millennials perceive and process information. With these insights, I am better equipped to decipher the subtleties of convincing people of the urgent need for sustainable action.

References

Janić, M., Ćirović, M., Dimitriadis, N., Jovanović Dimitriadis, N., & Alevizou, P. (2022). Neuroscience and CSR: Using EEG for Assessing the Effectiveness of Branded Videos Related to Environmental Issues. Sustainability, 14(3). https://doi.org/10.3390/su14031347

by dragana.maksimovic -

Can EEG technology shape the future of education?

From the early days of childhood to the challenges of formal education, the brain undergoes dynamic changes. Scientists and educators at Synapse School and Stanford University are joining forces to study how schooling influences brain development, aiming to gain insights that can revolutionize the learning experience. The Brainwave Learning Center, equipped with an EEG laboratory, plays a pivotal role in this journey, providing a unique tool for students to actively engage with the science of learning.

At the Synapse School in Menlo Park, California, students have the opportunity to visit the Brainwave Learning Center—a hub where neuroscience and education converge. Equipped with stretchy caps featuring over a hundred sensors, students engage in educational games and guided meditation while their brain waves are measured in real-time. This interactive experience not only allows children to witness their brain activity but also fosters a sense of ownership and understanding of their own learning process.

Recent advances in neuroimaging technologies, such as MRI and wearable brain-wave sensors, provide unprecedented insights into the developing brain circuits of reading, math, and attention. Large-scale studies, involving thousands of schoolchildren, offer a comprehensive understanding of neurodiversity and how it correlates with educational achievements, home environments, and extracurricular activities.

EEG technology has enabled researchers to explore how specific learning experiences drive changes in brain function and structure. Studies, including MRI imaging of struggling readers undergoing intensive tutoring, have demonstrated the remarkable plasticity of the brain in response to targeted educational interventions. These findings challenge traditional notions of learning disabilities and emphasize the crucial role of tailored educational support in shaping both the mind and brain. Teachers play a central role in guiding students‘ learning experiences. A study involving artificial symbol learning revealed that teachers‘ instructional choices can influence the brain circuits associated with word recognition. This emphasizes the significance of effective teaching methods in directing learning and impacting the changing landscape of brain circuits.

“Kids come to us ready to learn. The question is do we feed that desire to learn by nurturing curiosity and giving them experiences that encourage them to see the value and the power of learning? That’s what we should be doing. That’s what we should be focused on.” – Pedro Noguera, professor of education at UCLA

Synapse School’s partnership with Stanford University extends beyond traditional academic subjects, delving into social-emotional learning, mindfulness practices, empathy, creativity, self-control, and problem-solving. The continuity between the neuroscience lab and the school environment allows researchers to explore how these factors influence brain circuits involved in human development.

As students progress from kindergarten to middle school, the BLC continues to trace their brain circuits‘ development through repeated EEG measurements. The combination of brain measures with behavioral assessments aims to provide insights into individual strengths and vulnerabilities, guiding the development of targeted instructional approaches.

References and relevant links:

https://www.pewtrusts.org/en/trend/archive/spring-2020/putting-neuroscience-in-the-classroom-how-the-brain-changes-as-we-learn

https://www.synapseschool.org/innovation/blc

https://www.pewtrusts.org/en/research-and-analysis/articles/2019/11/01/the-future-of-learning-the-evolving-classroom