Tech and Emotions Connect

One of the world’s tech giants, Google, is embracing the power of emotions to tell their new stories. There was a great article about it in the New York Times on January 1st.

Just a few years ago – and still in some quarters today – you might hear, “There’s no room for emotions in the online world of techies. Just the facts and functionality please.”

Not so fast.

There may have been a grain of truth to that statement back in the dark ages of technology – 20 years ago – when the goal was to have mainframes talk to mainframes.

But since about 1995, one of the core purposes of technology has been to help people connect with people. I know some techies who are constantly battling the stereotype of being seen as emotionally disconnected based on statements like the one above.

Google’s new ad campaigns highlight how their tech tools help us get even more connected. For example, one of them shows how we connect with our circle of influence (with Google +).

They hope that showing how stepping up to the keyboard to go online – to strengthen some emotional connections we have with people offline – will help them extend their brand.

The use of emotions has long been a staple in advertising. Emotions can play a big part in our everyday tech interactions, too. New brain science has proven that the emotional part of our brain is wired tightly to the decision making part. In our fast paced tech exchanges, forgetting that can be very damaging for some of our key relationships.

We’ve all sent that text or tweet with our facts and then been surprised by the emotional impact it had on the recipient.

We know we’re in trouble when we get that – WHAT DID YOU MEAN BY THAT? – digital response.

Google’s new campaigns tell stories that demonstrate how we can use technology to strengthen some of our relationships.

Tech and emotions do connect. They always have, and always will, when people are involved.




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