Screen fatigue, surging brain chemicals and why a physical return to workplaces will create more happiness

Getting back in the office and “purposeful” ads are not supposed to be credible ideas right now but they’re both on the rise, linked to a new, emerging sense of community and a search for physical interaction. We know screen fatigue is real through Covid but a neuroscientist, a social researcher and OMA CEO Charmaine Moldrich say they’re having more impact than we think on people and their hunt for happiness. Here’s what it means for marketing and media.

This conversation will get your neurons firing – thousands of them. We’ve talked a lot at Mi3 about industry fatigue that’s dominating much conversation and behaviour as we approach year’s end. We also talk about the amazing changes that are underway in the workplace, the home workplace and consumer behaviour but there’s a gathering body of evidence that says Zoom and Teams meets are counterproductive to how our brains operate, how we best interact with people and how we’re responding to this new world. There’s all manner of implications for brands and communications. To unpack where this is headed for 2021, neuroscientist Dr Fiona Kerr joins consumer researcher Marcus Pritchard from Dynata and Outdoor Media Association CEO Charmaine Moldrich, who’s seeing a raft of new-world advertising messages capturing the shifting public mood.

Source: Mi3 Australia