I admit, I haven't delved deeply into neurobranding so far, so upon receiving the premises for this column, I did what is perhaps the most normal thing for a modern person – I went to Google and read some relevant articles (well, if I were a Gen Z-er, I might have used TikTok instead of Google...). It didn't surprise me that in a Harvard Business Review article from 2019, among other things, it says: "The field of neurobranding – sometimes known as consumer neuroscience – studies the brain to predict and potentially even manipulate consumer behavior and decision-making."

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Manipulation is the word that caught my eye and pricked me. I read a few more articles and often came across this observation or warning. Neurobranding and manipulation. My thoughts returned to the previous column, where in the context of using artificial intelligence in branding, I emphasized responsibility. And in neurobranding too, I find this to be an extremely important starting point. Companies want to sell as much as possible, and this translates to advertising, public relations, strategic communication, etc. We are seeking ways to present the products and services we represent in the best possible light. We are seeking ways to better understand the consumer, of course with the aim that amidst everything available on store shelves, they will choose ours or our client's product. We are seeking ways to, in order to increase profit, determine how and where to target specific demographics. Where is the limit of permissibility and legitimacy?

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In light of all the challenges our civilization is facing today, it is certainly appropriate to reflect on more responsible behavior. To individuals, companies, organizations, and ultimately to regulators and decision-makers as well. To all of us, including my marketing colleagues, who together shape consumption, let curiosity be what guides and motivates us first and foremost.

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In the mentioned article, I find solace in the information that "it is currently almost impossible to use neuroscientific tools for physical manipulation of people's brains without their consent," but at the same time, the lack of transparency regarding "what is happening in neuroscience laboratories in major companies, especially in technological giants such as Facebook, Google, and Amazon" is certainly alarming. According to data on statista.com, last year the average daily use of social media by internet users worldwide was 151 minutes per day (for comparison, in 2021 we spent 147 minutes daily on social media). I don't need to look far to see how much influence they have on us; just last week, I ordered pants recommended by a stylist I follow on YouTube. The mentioned companies, and others as well, of course, hire neuroscientists, and some are even under scrutiny for conducting experiments without users' consent.

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Neurobranding, for now, despite its beginnings dating back to the beginning of the second millennium, is not very widespread, mainly due to high costs, but this may change with the development of technology – various startups are seeking solutions to, for example, make brain imaging faster and cheaper. As this field (and others) develops, I wish for a broad discussion on safe use and implementation, advantages and dangers, and above all, how to use certain principles or technologies responsibly, perhaps even finding ways to develop something else concurrently with the development of something like neurobranding, which will be of general social benefit.

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One of the main talking points in recent years is sustainability; ESG is already being tweeted about by swallows that will soon migrate to warmer places. We are dealing with climate disasters; about a quarter of the world's population lives below the poverty line, global hunger is increasing and affects almost 10 percent of people worldwide; viruses are on the rise; we are facing energy challenges, disasters strike, and fires rage... In light of all the challenges our civilization is facing today, it is certainly appropriate to reflect on more responsible behavior. To individuals, companies, organizations, and ultimately to regulators and decision-makers as well. To all of us, including my marketing colleagues, who together shape consumption, let curiosity be what guides and motivates us first and foremost. Curiosity for responsible progress. And here we are again with stories. Those good stories driven not only by a desire for profit. On the contrary, and I believe it will be even more pronounced in the future: only good and responsible stories will bring profit; everything else is and will be short-term gains.

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You might also want to read the column 'In the course of development, let's not forget about responsibility!' written by Tamara Pevec Barborič for the magazine Super Brand.

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The column was originally published in the print magazine Super Brand, #11, Fall 2023. You can order the magazine here.