Engage with emotions

Icon - Engage with emotions

Acknowledge the range of powerful emotions that people accumulated during the crisis and consider their potential consequences.

The transition phase of the crisis timeline

What: When communicating with audiences, acknowledge feelings and design your interventions with them in mind.

When: The Transition

Why: Crises usually lead to a build-up of emotions such as grief, anger, or suffering. These can take time to process and can result in collective expressions after the crisis has ended, such as civil unrest, rule breaking or hedonism.

Learn more: Read about the role of emotions in crises in The Disrupted Mind Part 1: Scientific Insights.

How to

Research and monitor the emotions of your audience

Create emotion-based engagement


Shifting emotions tool

The Mindworks tool to help you understand and shift the emotions of your audience.

Learn more →


    Flight shame or train pleasure?

    During the Covid-19 pandemic many people went a long time without flying – a temporary habit that environmentalists would love to become a new normal. However, people feel they have sacrificed a lot and we can expect an outburst of hedonism once the crisis ends. In this situation, changemakers would be more likely to be effective by redefining what creates pleasure rather than showing what people shouldn’t be doing. Taking emotions into account, creating a campaign on how more and more people find pleasure in taking train journeys or on holidays closer to home would be a more powerful alternative.

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