20% is not high enough in marketing The neocortex sets humans apart from most other animals. The human being and, therefore, the consumer, has three brains – the reptilian brain, the limbic system, and the neocortex. In general terms, the reptilian brain is responsible for automatic or intuitive decision-making; the limbic brain is responsible for feelings and emotions, and; […]

20% is not high enough in marketing The neocortex sets humans apart from most other animals. The human being and, therefore, the consumer, has three brains – the reptilian brain, the limbic system, and the neocortex. In general terms, the reptilian brain is responsible for automatic or intuitive decision-making; the limbic brain is responsible for feelings and emotions, and; the neocortex is responsible for cognitive activity or actual thinking. Research suggests that while the neocortex sets humans apart from other animals, as few as 20% of decisions are made in the neocortex. In other words, 80% of decisions are emotional, intuitive, or automatic. Further, this is as true in business as elsewhere. As we come to the end of the virus crisis, we should recognise this along with the potential to stop relying on intuition and emotion and increase the percentage of decisions made in the neocortex. I would argue that any business that commits to…