Power of Words: Shaping Minds, Shaping Markets

Jessica Prell
Advisor, Fraud Prevention
AARP

Heart+Mind’s Dee Allsop shares a powerful case study from the paper industry of how choosing the most emotionally powerful words can impact a communications campaign and drive change. He demos how Heart+Mind’s Word Equity tool can measure and identify the most emotionally powerful words in any industry and on any topic.

Vanessa Doll from Freshmade presents examples of how word choice on food packaging affects the customer’s experience at shelf, and can make or break the sales of a product.

Kathy Stokes and Jessica Prell from AARP share compelling insights from research done in partnership with Heart+Mind about fraud and victim blaming. Changing the experience of fraud victims begins with changing the language we use to talk about it.