Use Emotional Connection and Identity—Not Only Information—to Move People to Act

Consider a time when you came across a sea of statistics about suffering; maybe the sheer numbers left you numb. Then, a single face—a child named Rokia—appears, and something shifts. Suddenly, the noise blurs and all you can see is the need and hope in one story. You remember an incident where a gruff friend ignored advice until it was framed as being 'just what someone like us would do.' Or a stubborn habit finally shifted not because of risks or warnings, but because it was recast as essential to your own group’s identity—like a Texan who would never dare litter.

Emotional ties aren’t sparked by calculation. Research finds that analytical thinking reduces our charity, while a personal, visual introduction makes generosity instinctive. Likewise, many political and social efforts succeed only when they connect with the values, tribes, or deeper purposes people cherish. The 'Don’t Mess with Texas' slogan worked because it defined identity, not rules. If you want lasting action, move beyond facts—reach for the heart, and locate meaning above mere self-interest.

To influence meaningfully, replace big stats with human-scale stories; offer your audience a personal connection. Reflect on what your group really values—not just material gains, but belonging, pride, or purpose. If you must appeal to benefits, show how actions enable people to become someone they want to be, not merely avoid discomfort. Before your next conversation or presentation, imagine the face of a person you want to reach, and shape your message to connect with them directly, as one human to another.