Earth Month: Orizon, Predictive Real Estate

A cynical view on corporate profiteering from climate change reveals something interesting about the human psyche.

Screened November 2017 | 86 general population brains | TV | Toronto, Canada | General Content Benchmarks

Screened November 2017 | 86 general population brains | TV | Toronto, Canada | General Content Benchmarks

What engages?

[0:08-0:10; 0:44]

  • Just a single moment resonates – “At Orizon, we see this as an opportunity” – with the visuals a woman holding the hand of her companion as she leads them onto a beach. It’s an optimistic statement. 

  • Note: In the very final second, all scores rise above benchmarks. Due to chart smoothing, this is not represented in the graph.

What fails to engage?

[0:22-0:40]

  • Most of this video performs below benchmark. Virtually nothing connects throughout. 

  • People are paying attention for the first ~20s, looking for something to connect with, as they pick up and encode details (above benchmark Encoding). The following catalyzes the sink across all neural metrics: “Using our predictive search engine, we are able to identify the real estate proposal of today that will become the seafront homes of tomorrow.”

  • Is there something deeply – unconsciously - disturbing about profiting from climate change? Is this the message Greenpeace sought to underline? If so, it unfortunately isn’t likely to be remembered.


For more information on how to read and interpret this analysis, click here