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You might know that your brain’s left half is primarily responsible for speech and abstract thinking (i.e. logic and language), while the right side of the brain is responsible for image processing and spatial thinking (i.e. emotions and creativity).
It looks like, when we communicate sustainability, we tend to use only our "left side" thinking, our logic and rational side which focuses on data and facts.
However, there is evidence that our "right side" is a potent ally when it comes to influencing others: stories and images are memorable and impactful ways to catch someone's attention.
Additionally, every brain is wired in a different way and might prefer visuals vs. written/spoken language or vice versa.
How can we get the best of both worlds to ensure maximum impact?
Regardless of your communication's objective, whether to explain, enlighten, engage or change your audience, you need to give space to your right-brain wisdom.
A few years ago I came across these Forbes visuals which explains it all:
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