Earth Month: Our mission

On April 22nd, the world celebrates Earth Day. But with a growing chorus of dire warnings about the state of our planet, the mood may be less celebratory. Indeed, a recent report reveals that Canada is warming much faster than other parts of the planet. The time for action is now.

So what we’re doing at Brainsights is extending Earth Day to Earth Month, and marking each day by publishing insights into how people are responding at the unconscious level to climate communication.

Using publicly available content sources (YouTube and Vimeo) over the last few years, we’ve used air time in our research sessions to screen climate-related content so as to get an understanding of what engages people at a deep, unconscious level – the area of the brain primarily responsible for our decision-making.

By sharing this data, we hope to:

  1. Inspire a conversation and a critical evaluation of climate change communication

  2. Provide deep insights into what people actually respond to, so as to improve its effectiveness in the future and galvanize action to halt the planet’s warming.

Among the topics we’ll cover are:

  • Plastics and the Ocean

  • Humanizing the environment in communications

  • How news outlets cover climate change

  • The communications of businesses and brands

  • Effective government communication

If you have videos/ads you’d like us to analyze related to the environment and climate change, you can send them to us