Thursday 19 November 2026

Maybe David Attenborough Understands Content Better Than We Do

Imagine David Attenborough observing a modern marketing department. He would probably be fascinated. Not by AI. Not by algorithms or KPIs. But by how often we seem to forget the one thing that hasn't changed: the human brain. While technology has transformed almost every aspect of communication, the human brain still evaluates trust, relevance, uncertainty and value through biological systems that evolved long before social media, procurement processes and artificial intelligence. Drawing on neuroscience, behavioural economics and memorable cases, Kristina Andreasson explores why facts rarely speak for themselves, and why trust, perception and risk shape decisions far more than we tend to admit. Why did IBM become the safe choice? Why did Avis become one of advertising's greatest success stories without being number one? Why does identical wine taste better when we believe it is expensive? Perhaps the future of content creation is not just about creating better content—but about better understanding the humans consuming it?