Who’s In For Some Mood Geisting?

June 1st 2020

Mood. Or how one word can contain the whole range of human emotions. So how can we use it to our advantage?

The Edge explained: Mood Geisting

Brand, optimize my vibe. In the Age of Anxiety, mood prediction and modulation is a new human behaviour and space for innovation. From hotels with responsive ambient rooms to LSD microdosing to make us smarter and happier at work, we’re getting psyched.

Why is it relevant now?

From cannabis and candles to the explosion of quarantine-themed playlists, a socially-isolated society looks for ways to brighten the mood. On Spotify, the COVID-19 Quarantine Party Playlist boasts 405,292 followers with hits like The Police’s “Don’t Stand So Close To Me” and Bee Gees’ “Stayin’ Alive”.  

What if …

Pessimism got some mood-modulation and businesses innovated ways to psych-up our mental state?


An Edge is a cultural shift or cultural value where brands can identify insights and opportunities to play into. Edges provide direction on emerging and evolving cultural, consumer and category behaviour.

A Trigger is an accurate observation of a fact that occurs in the world around us, but that may be indicative of a possible macro shift in society in the short term or medium-to-long term.

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Laura De Deurwaerder Integrated Brand Strategist TBWA\Backslash

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