I do a job that I love, but it also leads me to ask myself many questions. And I don’t always like the answers I give myself.
It is the chemical substance of “wanting” and desire.
But how does it work?
From an evolutionary perspective, our brain rewards us for everything that increases our likelihood of survival by releasing a neurotransmitter called dopamine.
This is why having sex or eating a big steak is so damn pleasurable: our brain thinks the former equals the continuation of our species and the latter to prolonged satiety.
We design a world of instant gratifications, which we often receive without any effort. All we need is to consume to be immediately rewarded with a dose of dopamine.
As a communication expert, I am also an expert in dopamine: I work to release as much of it as possible, to make people come back more and more.
However, I believe that in recent years the situation has become harsher, and the logic of marketing dominates society.
I am trained to recognize these dynamics, and I have ended up seeing them everywhere.
I don’t like it; I find it unnatural, dirty, and, above all, excessive.
That’s why, throughout my career, I have decided NOT to work for certain product categories – regardless of remuneration – and I try to always keep in mind the impact these techniques can have on people and society.
It is the chemical substance of “wanting” and desire.
But how does it work?
From an evolutionary perspective, our brain rewards us for everything that increases our likelihood of survival by releasing a neurotransmitter called dopamine.
This is why having sex or eating a big steak is so damn pleasurable: our brain thinks the former equals the continuation of our species and the latter to prolonged satiety.
We design a world of instant gratifications, which we often receive without any effort. All we need is to consume to be immediately rewarded with a dose of dopamine.
As a communication expert, I am also an expert in dopamine: I work to release as much of it as possible, to make people come back more and more.
However, I believe that in recent years the situation has become harsher, and the logic of marketing dominates society.
I am trained to recognize these dynamics, and I have ended up seeing them everywhere.
I don’t like it; I find it unnatural, dirty, and, above all, excessive.
That’s why, throughout my career, I have decided NOT to work for certain product categories – regardless of remuneration – and I try to always keep in mind the impact these techniques can have on people and society.
