To be human is to communicate

TO BE HUMAN IS TO COMMUNICATE THE CHANGE IN INFORMATION CONSUMPTION IN THE DIGITAL ERA

Welcome.

Today’s consumer is communicated to by brands, through more media channels, more often. But access to vast and varied sources of information is depleting consumers’ cognitive aptitude and splitting their attention.

Stir has conducted a piece of research into the change in information consumption in the digital era. Developed in collaboration with cognitive neuroscience research lab THECUBE, this paper is a summary of the full report.

The Digital Era defined A time in which there is mass adoption of digital technologies as well as a change in population demographics and their behaviour.

An identifying feature of this era is an increase in the volume and rate at which we consume information, across multiple platforms and at any time, day or night.

The question is, if our brains haven’t evolved at the same rate as technology has advanced, how are we processing brand communication and what are the factors that make one message stand out above another?

The relevance of the study to PR? PR focuses on delivering a message to an influencer, on whom the consumer relies for curated and informed opinion. That influencer could be a traditional print journalist, a 19 year old vlogger who broadcasts to millions from his parent’s kitchen, or an anonymous person with 200k followers on Instagram.

The one thing that unites them‌they are all humans.

PR has human-to-human communication at its core. It could be described as the purist of the marketing disciplines. When we communicate with people on a day-to-day basis, it is an innate cognitive process.

But, what if we were to look consciously at this process, break it down, understand its different elements and then apply it to our communication approach as a PR industry?

Through this research, that is just what we have done.

We believe it will increase the impact of brand messaging, increasing the value of Stir’s work to its clients.

Consumer Behaviour Trends in the Digital Era It is important to note that we have explored digital era behaviours, rather than digital channels. And the change in behaviour identified, is impacting both traditional and new media forms. By not solely focusing on the channels consumers are using, but rather asking why they are used and how people react to information delivered through them, we are better placed to strategise and plan impactful campaigns.

Behaviour change

By 2050, the population is expected to reach 9 billion with two major age groups at the helm.

The first major demographic is the over sixties.

The second is the Millennial generation – expected to be greater in number and wider in age range than any other before it. Millennials have grown up in a time where huge advancements in computer technology and the internet have taken place and consequently, they expect to have access to content immediately.

CONSUMER BEHAVIOUR TRENDS IN THE DIGITAL ERA

They behave very differently to previous generations: • They favour access over ownership and value convenience over possession.

• They consume information across multiple platforms As this behaviour is in response to the digital world in which they operate, we are seeing it permeate to consumer groups outside of Millennial demographic. For example, the digital adoption of people over sixty is on par with Millennials. The only difference between the two groups’ digital behaviour is their preference of platform.

Sharing

Sharing has always been a facet of human behaviour. However the development of social media has given a voice to millions who hadn’t previously had a public platform from which to broadcast. The act of sharing (and that goes beyond the act of just clicking on a “share” button) has become part and parcel of everyday communication. Studies have found that sharing gives individuals a sense of fulfilment, a sense of involvement in their surroundings and allows them to define their identity.

A New York Times Consumer Insight Group reported that “We share more content, from more sources, with more people, more often, more quickly.”

The consumer focus on sharing has led to the rise of the influencer. We mark people who share content that we prefer or respect.

Peer to peer opinion matters more and is more influential than that perceived as coming from the top down.

“We share more content, from more sources, with more people, more often, more quickly.”

A New York Times Consumer Insight Group

Trust

Consumer trust of brands/ businesses is at an all time low. Today’s consumer embraces the opinion of those they trust, such as a friend or influencer, over and above the top down dissemination of brand communication. There is a shift from authority to “everyman”.

However, acknowledging that the influencer holds far greater sway over consumer opinion than direct communication from the brand, puts a business in a far more powerful position, because there is an alternative approach to communicating with the consumer.

Peer to peer influence has taken hold and is now being held in high esteem providing us with new social norms and new consumer preferences.

Disseminating brand messaging through a third party or peer, is the core skillset of PR, which demonstrates the relevance and importance of this marketing discipline in today’s Digital Era.

So the question that brands should be asking is whether and how, are they actually selling products to consumers differently from before?

So, if the influencer’s role is to create relevant and engaging information for their audience, and the consumer has selected to consume information from that influencer due to the trust they have in them, then what is called for, is for PR to skilfully disseminate information to, and work with, that influencer. A wider landscape of media channels (digital and “traditional”) requires a far more sophisticated approach than ever before.

CONSUMER BEHAVIOUR TRENDS IN THE DIGITAL ERA

Given, we have identified that PR has human to human communication at its core, what can we learn from exploring the cognitive mechanisms involved in human communications?

Empathy & Planning Planning

Messaging

Language

Theory of Mind Empathy

Narrative

Information Consumption

Dissemination

Attention Limbic System

Memory Visual Cognitive System

The cognitive mechanisms involved in human communication are: Empathy, language & narrative, attention and memory. Empathy and Theory of Mind are the key cognitive elements for consideration at the point of planning brand communication.

CONSUMER BEHAVIOUR TRENDS IN THE DIGITAL ERA

Empathy is the capacity to understand and respond to the unique affective experiences of another person (Lamm et al, 2007).

There are two main components to empathy: the first is an affective response to another person, in other words you share the other person’s emotional state. The second is a monitoring mechanism that helps “keep track of the origins of the experienced feelings,” as in, you are able to distinguish yourself from the other, yet understand how they experience a specific feeling.

Theory of Mind is the mental capacity to attribute mental states to one self and others.

By mental states we mean thoughts, knowledge, beliefs, emotions and desires (Sodian & Kristen, 2009). This common-sense mentalism is a powerful tool, which we use in everyday social interactions. For example, if you were walking down the street and you needed to ask for directions, you would gauge and observe who would be the most appropriate person to ask.

You would not ask the person walking fast and on the phone, because you would quickly put yourself in their mental state and assess that they would be annoyed to be interrupted.

Digital Influence

Relevance for PR

• In regards to ToM, we actually see a depletion in online interactions. After all, we cannot muster a mental idea of another person’s state accurately when we cannot see their face or observe their body language or actions. This is the reason we are developing other digital tools to be able to do this, such as emoticons and GIFs. The user of these tools indicates their mental state to their audience, making it easier for the receiver to assign the appropriate mental attribution in order to socially engage with the sender in an appropriate manner.

• The PR agency must also show empathy when planning their communication strategy. As they have to translate and disseminate the brand’s message into different media outlets, which in turn have their own specific audience. So, if empathy is executed from the perspective of the consumer, how should consumers best receive a brand’s information?

• We should engage in empathetic behaviour both on and offline. Even online we should study our intended audience in regards to how an audience perceives information and cater language, emotions and format to fit with their perceptions.

• In the case of empathy, the influencer plays a critical role. The influencer is already reaching an audience that is very similar to them and therefore is best placed to empathise with an audience and understand exactly how they will feel about certain messages and brands.

•

In regards to ToM, the role of the PR agency is to evaluate the beliefs, emotions and desires of the consumer in order to assess what the best media platforms are for the brand’s message.

Furthermore this evaluation should also be used to question the brand’s intentions in order to create the most effective message.

Empathy & Theory of Mind in action:

This campaign by Sport England, a government agency, looked at how young women perceive themselves and how it affects their participation in sports. They engaged in an outdoor above the line campaign as well as a strong social media campaign using the hash-tag “ThisGirlCan�.

The campaign was planned with the help of social listening in order to develop empathetic assets across copy and still and moving image. In short it cut to the crux of what is feels to be a young woman. This resulted in the campaign persuading 1.6 million young women into exercising (Kemp, 2016).

Language and Narrative & Messaging Planning

Messaging

Language

Theory of Mind Empathy

Information Consumption

Dissemination

Attention Limbic System

Memory Visual Cognitive System

Narrative

The second element of communication is messaging, which after the planning stage should be established to best instil new information to the receiver. How well a message is composed determines how well the receiver will consume its information. There are many ways to pass on a message; we do it through facial expressions, eye movement, actions and body language. However, the most prominent tool we use for messaging is narrative, which is rooted in language. Human language is incredibly unique in both its complexity and expressive power (Hurford, 2008).

CONSUMER BEHAVIOUR TRENDS IN THE DIGITAL ERA

Language

Language is more than a tool to describe the world around us. It is a way to change perspective, pass on ideas from one person to another, influence the thoughts of others and even used as a tool for self-instruction (Boroditsky, 2011). It is also a social act used to interact with people and pass on pertinent information.

Narrative

This is an account of connected events through the use of written or spoken language.

It was one of the first tools that we used to disseminate information (before language had evolved) and despite technology’s capacity to do a lot of the work around communicating narrative, the brain still relies on constructing its own narrative.

“Since so much of the written language we see is now on the screens of our computers, tablets, and smartphones, language now evolves partly through our interaction with technology” (Reed, 2014)

Digital influence

• Our language is seeing a new evolution due to digital technologies. As language is learned and not biologically transmitted from one generation to the next, new usage and the mass adoption of new usage creates changes in language. It is free to evolve different grammatical systems, structures and meanings within the limits imposed by the communicative needs of a group.

• As our language online tends to be more casual and informal, it allows for more malleability.

The combination of this informality and communicating to a mass audience, due to the remit of social media, creates a recipe for rapid change. “From the introduction of new words to new meaning for old words to changes in the way we communicate and consume information,” (Reed, 2014) digital platforms are having a fundamental effect on the evolution of language.

• Research into language shows that there is still a very strong cognitive alliance with language, written text and printed text are still very powerful. Therefore they should not be discounted as media platforms.

Relevance for PR

• Influencers using strong narrative are essential for disseminating a message.

• As has been discussed, a strong narrative can influence the way people think, therefore it is a crucial part of the PR equation.

• PR agencies should be helping brands create stronger narratives, so influencers are more inclined to adopt the brand.

• A strong narrative can include emotive language, the use of empathy and theory of mind, so the receiver is understood, precisely and personally.

Language, Narrative & Messaging in action:

Jack Daniel’s has been able to transform itself into a global brand through maintaining its small town narrative. Jack Daniel’s makes you believe you are tasting the authentic old south even if you are in the middle of Paris or London. Their narrative is strong, with nostalgic overtones, an accurate use of language and Americana principles. This compels its audience to not just buy the whiskey, but to fit into a very specific narrative; you are being principled, stoic, and nonchalant every time you drink it. PR took this strong brand narrative and applied it to the launch of Sinatra Select - a super Premium edition whiskey, released to celebrate Frank Sinatra’s 100th birthday and his love for Jack Daniel’s Old No.7. The genuine Jack and Frank story was the basis for a three year narrative, that saw an increase in consumer affinity with the brand and record sales of the expression beyond what was expected.

Attention and Information Consumption Planning

Messaging

Language

Theory of Mind Empathy

Narrative

Information Consumption

Dissemination

Attention Limbic System

Memory Visual Cognitive System

How we consume information is quite complex; from how our individual attention systems are organized to how our limbic system, visual cognitive system and motor sensory systems are all organised and work and orchestrate together. They each contribute to the complexity and phenomenology of how we consume information and turn it into perception. For the purposes of this report, we focus on attention, as without it the entire communication cycle falls apart.

CONSUMER BEHAVIOUR TRENDS IN THE DIGITAL ERA

Attention

Sustained attention is the form of attention that allows us to complete a specific cognitive activity.

However, before any stimuli sustains our attention, our attention must first be captured. We therefore have to be aware of the stimuli. One of the elements that drives us to switch our attention is novelty.

Attention is heavily tied to novelty - it is the key to switching our interests over to something that is yet to be discovered. What happens when the effect of novelty wears off; how is attention sustained?

Part of what drives sustained attention is curiosity.

Curiosity is the process of information seeking and is tied to the reward system.

The connection between curiosity and attention is through motivational behaviour. Studies have shown that the more we are interested or curious about a specific task, the longer it will sustain our attention. This is the reason curiosity is encouraged in early child development, because this motivation to seek and focus, helps us learn new things. Without it we would start a new exploration and then abandon it at the first hurdle if it were not for curiosity.

Digital influence

Relevance for PR

• Even though in the physical world we face a multitude of constant stimuli, we are used to them, which means they cause less distraction.

Most physical environments that we navigate are familiar, so the sound and sight of cars, for instance, are not going to cause distraction. In contrast, the digital world is relatively new, therefore most of the stimuli we receive from it are going to be novel, and we are therefore more compelled to react to it.

• Even though a PR agency does not control the frequency of content output by the influencer, it can curate based on this element. In other words, if an influencer generates too much information, or works with too many opposing brands, then they may not be a great choice for the brand as it will lead to confusion from the perspective of the audience.

• Attention capture is very important for the digital environment given all the different distractions, such as other devices, other websites, or other information on the screen. It is the prime task of any communication strategy in the digital era. How do you capture and then sustain the attention of your audience? (Roda, 2011)

• Cognitive load is becoming the major influence of the digital environment, which means that expected information consumption exceeds the cognitive capacity. This is mainly due to our working memory, as we only have a limited capacity for how many items we can process at once. With digital technology we have access to unlimited information, which our brain is unable to effectively process, causing mental fatigue and confusion (Mayer & Moreno, 2003).

• Cognitive load is at the crux of consumer confusion and choice paralysis, which is why brands are turning more and more to influencers who guide consumer choices. A mistrust of brands is sometimes due to confusion caused by too much information.

Therefore the influencer is being used as a filter, thus making it easier for consumers to make a decision on a choice of brand.

• Cognitive load should also be considered during briefing discussions with the brand. For example, how much information is being sent out through one medium is crucial, too much and the audience will feel overwhelmed. It used to be that most people have the capacity for three different concepts, now the safe assumption is one. One main piece of information per platform is the ideal considering cognitive load. In short, there is a need for clean, precise, simple information as complexity and information load increases.

Attention & Information Consumption in action:

Every year Apple showcases their new products in the form of a conference.

These occasions are considered to be the tech event of the season. The anticipation that a brand people are very familiar with is going to unveil a new product, sparks the novelty factor in Apple fans. The lecture format, which explains the products in detail, holds the attention of the audience as they seek to know more information on the capacity of the products. In other words, they are keenly fixed on understanding how the technology will enable new explorations, skills and learning. Apple’s brand has the full envelope from creating novelty, moving consumers towards curiosity, through explaining products in detail and they provide the consumer with a well-designed product that will also sustain visual attention.

Memory & Dissemination Planning

Messaging

Language

Theory of Mind Empathy

Information Consumption

Dissemination

Attention Limbic System

Memory Visual Cognitive System

Narrative

The main element in disseminating information once we have consumed it, is memory.

We cannot disseminate ideas, thoughts, events or actions that we cannot remember.

CONSUMER BEHAVIOUR TRENDS IN THE DIGITAL ERA

Memory

There are many types of memory systems, however, the one most relevant when it comes to the topic of brands and PR is episodic memory. Episodic memory can be defined as the recollection of autoÂŹbiographical events.

For example, your first day at school or your graduation day. The recollection feels like a cinematic experience, where you can recollect people, smells, visuals and sounds related to the event. This type of memory system is what is commonly known, simply, as memory. Without it we would start a new exploration and then abandon it at the first hurdle if it were not for curiosity.

Emotion

The connection between memory and communication is through emotion. If the sender has made a heightened emotional connection with the receiver, that message or piece of information will encode better in the brain of the receiver. One of the reasons behind this phenomenon relays back to curiosity; when we are curious and engaged with the sender of information, whether a person, book or digital platform, we will sustain our attention to it for longer. This sustained attention helps the encoding process. In short, the more we pay attention to something, we will remember it more clearly.

We cannot disseminate ideas, thoughts, events or actions that we cannot remember.

Language

The second tie between memory and communication is through language. Studies have shown that the earliest recollections of episodic memories are “typically from roughly two years of age, when syntactic language begins to develop.

This suggests some interdependence between episodic memory and language� (Hurford, 2008).

We continue to use language as adults to talk about absent things, especially those that have a heightened emotional charge. Language also helps us navigate memory and it creates triggers to memory, or to remember.

Once information has been passed on, it relies on the receiver to remember and disseminate the message. Therefore it is crucial for the sender to create a compelling and memorable message to prompt the memory systems of the receiver.

The digital era does not actually have an impact on the cognitive element of dissemination, as engagement is either memorable or it isn’t. Without this, a memory will not encode and therefore there will be no message dissemination.

Memory and Dissemination in action:

The final best practice case study in the series is the Pestaurant campaign from Rentokil. The unwanted pest extermination company, is the last company one would expect to engage with the trend for pop-up dining.

But that is just what they did with their Pestaurant, serving delights from Wasabi Weaver Ants to BBQ grasshoppers. Disruptive with plenty of novelty, the event created a well-encoded memory in the minds of press and consumers. It has gone on to be replicated in over 18 countries and won a number of marketing awards. It is now used as a vehicle to inform about hygiene in food retail and hospitality.

In Conclusion The Digital Era has impacted the way in which we communicate as humans and therefore the way that businesses / brands communicate with their audiences.

The increase in volume and frequency of information now available to each and every one of us, across an ever growing number of platforms, means that only relevant / empathetic messages, delivered via the most emotive language and narrative, will capture our attention and encode in our memory.

Millennial behaviour, which is permeating all consumer groups within this context, sees a greater emphasis put on peer to peer recommendation, whereby individuals turn to trusted sources to curate information relevant to them.

With this in mind, it would seem that PR’s role has and will continue to become, even more important in the dissemination of business and brand messaging.

Companies that continue to broadcast to an audience from the top down, will fail to be heard.

Whilst to be human is to communicate and communication is an intuitive process, as old as man itself, by bringing it into the conscious and breaking it down into its core elements, PR (and indeed marketing) can develop a more informed approach.

This deeper understanding of human-to-human communication is what will allow the PR industry to perfect what is a careful orchestration - orchestrating influencers, orchestrating content to fit with different communication mediums; in order to orchestrate the consumer shifts in perception, on behalf of brands.

To be Human is to Communicate

The change in information consumption in the Digital Era To receive a copy of the full printed report, please contact Client Services Director, Chris Grabowski: chris.grabowski@hellostir.com

Telephone: 020 7749 2637 Website & blog: www.hellostir.com