The role of emotion in advocacy and communications

Like over 26 million other people (!) I was moved by the latest beauty-is-more-than-skin-deep salvo from Dove. Their wildly popular video, “Real Beauty Sketches,” compares women’s descriptions of themselves to descriptions given by relative strangers. The video doesn’t push Dove products very hard, but it certainly burnishes the brand as caring about their customer’s physical and emotional wellbeing. Selling is a lot about trust — and Dove seems to build trust very, very well.

The video, and the ensuing chatter (mostly positive, some negative), provoked a range of thoughts from me both on a personal and professional level. My biggest takeaway on a professional level is how important it is to appeal to people’s emotions in order to create positive change. For a non-profit advocacy organization, being influential and winning people over to your view takes likability, a compelling argument and good timing. And quite frankly, I think likability comes first. How do we determine likability? With our emotions. Continue reading