The Science Behind Astonishment
Strategic understanding of the power of awe can guide brands towards their achievements
Few things in life can leave us feeling as captivated and humbled as witnessing the Northern Lights, watching Simone Biles perform athletic feats, or taking in acts of extraordinary heroism and community spirit in the face of adversity. These moments have the power to evoke a sense of awe in all of us, a feeling that unites us emotionally and enhances our happiness and enlightenment. Dacher Keltner, psychology professor at the University of California, Berkeley, delves into the science of awe in his book, Awe: The New Science of Everyday Wonder and How It Can Transform Your Life. Here's how brands can tap into the transformative power of awe, focusing on moral beauty, shared experiences, and the wonders of nature.
Awe-Inspiring Morality
According to Keltner, the events and experiences that evoke the highest levels of awe are rooted in "moral beauty"—acts of kindness, selflessness, and compassion. This directs brands to prioritize making a positive impact through authentic storytelling and storytelling actions. For example, Selena Gomez's Rare Beauty brand demonstrates commitment to story doing by channeling seasonal advertising spend to the Rare Impact Fund, aiming to raise over $100 million to enhance access to mental health services for youth worldwide. This blend of kindness and compassion helps build a community that is eager to make real differences in the world.
Collective Enthusiasm
In second place on Keltner's list of awe-inspiring moments is "collective effervescence," or the joyous shared rites, rituals, and ceremonies that bring people together. Traditionally, brands have sought to create communities with the primary goal of commodification; however, focusing on genuine collective experiences and emotional connections can foster community around shared expressions of joy, as well as meaningful impact. For instance, REI encourages communities through environmental stewardship and outdoor recreation efforts like clean-up events and collective campaigning to protect nature. This not only fosters a sense of joy but also inspires collective action toward positive change.
Awe-Inspiring Nature
Ranking third is "the unexplainable beauty of nature," which promotes feelings of connection and raised consciousness. Brands can capture the awe-inspiring beauty of nature in their campaigns, ensuring their expressions of nature are relevant to their products and audience. As we transition from the Age of Information to the Age of Imagination, brands can elevate the ambition of their communications beyond the mundane, transactional, and repetitious—challenging consumers to ponder bigger questions and feel more interconnected.
Case Study in Brand Awe
Simond, a mountaineering brand owned by Decathlon, seeks to inspire awe in its customers by embodying moral purpose, regenerative behaviors, and community. Born in the French Alps, Simond is witnessing firsthand the decline of glaciers and is taking action to lessen its impact on the environment. By focusing on mountaineering education and support, product repair, reuse, and fewer new product launches, Simond is inspiring awe through its commitment to environmental preservation. The brand also cultivates a sense of community by bringing together alpinists for shared physical activities, emphasizing ethical behavior, and caring for their beloved mountainous home.
Future of Brands and Branding
At FreshBritain, we specialize in regenerative brand design aimed at driving positive brand impact. Embracing the power of awe can be a challenging undertaking, but it offers an opportunity for brands to positively connect with consumers without sacrificing growth. By evoking a sense of awe through moral acts of kindness, collective action, and the majesty of nature, brands can drive regenerative design, fostering a strong connection between consumers and shared values. When consumers find wonder in moral contributions, shared experiences, and natural beauty, they value brands that prioritize these aspects, contributing to a global shift in branding strategy.
Featured image: Selena Gomez, Rare Trust Fund
Enrichment Data:
Leaning into awe as a marketing strategy has numerous benefits for brands, especially when they tap into moral beauty, shared experiences, and the splendor of nature. Here's how brands can maximize the impact of awe, along with a few successful examples:
Utilizing Awe in Marketing
- Emotional Connection through Awe
- Moral Beauty: By showcasing ethical practices or philanthropic efforts, brands can establish an emotional bond with consumers who prioritize wholesome values.
- Shared Experiences: Cultivating shared experiences that inspire awe can engender a sense of camaraderie and loyalty. Events or campaigns that unite participants around an awe-inspiring theme can create enduring connections.
- Awe-Inspiring Nature: Using nature-inspired imagery or experiences can ignite feelings of awe and encourage consumers to appreciate the beauty of the natural world.
Successful Brands and Case Studies
- Patagonia
- Focus: Sustainability and environmental activism.
- Strategy: Patagonia often uses awe-inspiring imagery of nature to highlight its commitment to environmental preservation, supporting ongoing conversations about sustainability. By encouraging shared experiences of environmental activism, consumers develop a strong emotional connection with the brand.
- Impact: Positioning itself as a steward of nature, Patagonia fosters loyalty among eco-conscious consumers who value their efforts to preserve the environment.
- Dove
- Focus: Real beauty and self-esteem.
- Strategy: Dove creates campaigns that challenge conventional beauty standards and promote inclusivity, sparking emotion and awe through moral beauty by debunking societal norms. By fostering shared experiences through empowering consumers to redefine beauty standards, Dove cultivates a community centered around their brand.
- Impact: By adopting a powerful and inclusive perspective, Dove inspires empathy and emotional connections, driving loyalty among consumers who appreciate their message.
- Nike
- Focus: Social justice and empowerment.
- Strategy: Nike incorporates awe-inspiring storytelling into their campaigns, addressing social justice issues and championing athletes who embody empowerment. By encouraging shared experiences around these themes, brand loyalty is strengthened.
- Impact: By embracing compelling narratives, Nike fosters a sense of emotional connection among consumers who value the brand's stance on social issues.
Additional Strategies
- Feature Immersive Nature-Inspired Imagery: Brands can incorporate breathtaking nature-inspired imagery to evoke feelings of awe and connection with the natural world.
- Partner with Environmental Activists: Collaborating with environmental activists or influencers can help brands promote shared experiences focused on nature, sustainability, and community.
- Offer Immersive Experiences: Offering experiences such as virtual reality nature walks or interactive events can foster a deep, emotional connection with consumers, allowing them to experience awe up close.
- Brands can pursue authentic storytelling and actions to prioritize making a positive impact, as demonstrated by Selena Gomez's Rare Beauty, which channels advertising funds to mental health services for youth worldwide.
- REI encourages communities by emphasizing environmental stewardship and outdoor recreation efforts, fostering a sense of joy and collective action toward positive change.
- Simond, a mountaineering brand, inspires awe through commitment to environmental preservation, education, support, and community among alpinists.
- In the evolving world, brands can transcend mundane, transactional, and repetitious communications to challenge consumers with bigger questions and foster interconnectedness.
- Embracing regenerative brand design aims to create positive brand impact, as FreshBritain specializes in.
- Brands can establish emotional bonds with consumers by showcasing ethical practices or philanthropic efforts, such as Patagonia and its focus on sustainability and environmental activism.
- Dove creates campaigns that challenge conventional beauty standards, promoting inclusivity and self-esteem, sparking emotion and awe through moral beauty.
- Nike incorporates awe-inspiring storytelling into their campaigns, addressing social justice issues and championing athletes who embody empowerment.
- Brands can create shared experiences that inspire awe through events or campaigns that unite participants around an awe-inspiring theme, fostering enduring connections.
- Utilizing nature-inspired imagery can ignite feelings of awe and encourage consumers to appreciate the beauty of the natural world.
- Collaborating with environmental activists or influencers can help brands promote shared experiences focused on nature, sustainability, and community.
- Offering immersive experiences, such as virtual reality nature walks or interactive events, can foster a deep, emotional connection with consumers, allowing them to experience awe up close.
