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