2015 Schedule
Interactive: March 13–17  •  Film: March 13–21  •  Music: March 17–22

Society Is One Big Cult: The Science of Movements

Sunday, March 15
11:30AM - 11:45AM

Austin Convention Center
Ballroom B
Austin Convention Center

There's an inherent pattern in social movements - from the Arab Spring and Civil Rights to Farm to Table and Punk Rock. They begin with a real problem and end with role for the average person in the solution.But for brands looking to "create a movement," it’s not as easy as identifying the common variables of successful movements and creating them for your campaign. You have to understand humans as a species before you can understand how to get them to do something as a herd.

As a species, we're subconsciously obsessed with patterns. They compel us in both rational and irrational ways, and explain movements in culture, economics and yes, even in cults. Understanding human behavior, and the drivers of mass movements, relies on understanding patterns. Patterns in the choices we make (game theory), patterns in the way our brains respond (neuroscience) and the patterns in the impact on our economy and society.


#sxsw #CultSci


Maggie Gross

Dir Brand & Digital Strategy

Havas Worldwide

A Southern transplant, I've worked as a comms, digital, and brand planner for agencies all over NYC on amazing brands like Starbucks, Samsung, American Express, Lysol, Coke, and Special Olympics.


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