I do a job I love, but it makes me 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.
From an evolutionary perspective, our brain rewards us for everything that increases our chances of survival by releasing this neurotransmitter.
It’s the reason why having sex or eating a good steak feels so damn good: our brain thinks the first equals the continuation of our species and the second guarantees prolonged satiety. Advertising and marketing are based exactly on this mechanism.
As a communication professional, I know how to design experiences that release dopamine. Instant gratifications that we receive without making any effort. We just need to consume to be immediately rewarded.
My job consists of making people come back again and again, creating habits, building desire. I’m trained to recognize these dynamics, and that’s exactly why I’ve ended up seeing them everywhere.
In recent years the situation has worsened: marketing logic dominates more and more aspects of society.
When I see it so clearly, I don’t like it. I find it unnatural, dirty and, above all, excessive.
That’s why I’ve chosen to set limits. I don’t work for certain product categories that I don’t consider ethical – regardless of the compensation – and I try to always keep in mind the impact these techniques can have on people.
This isn’t a purist position: I do marketing, I’m aware of it. But my freelance profession at least allows me to choose how and for whom to do it.
