Analysis

In conversation with: Gillian Tett

Next in ENGINE MHP’s In Conversation With series, Head of Brand and Reputation Rachel Bower sat down with Gillian Tett, Chair of the Editorial Board and Editor-at-Large for the Financial Times

We were delighted to host Gillian Tett, Chair of the Editorial Board and Editor-at-Large for the Financial Times, and author of the new book, Anthro-Vision: How Anthropology Can Explain Business and Life. This was the latest in our Networked Age series of interviews, exploring the ways in which digital technology is reshaping society and the communications landscape.

In conversation with our Head of Brand and Reputation, Rachel Bower, Gillian explored how anthropological intelligence is an important tool in decision-making for leaders and communicators, why big tech should pay it proper attention, and how anthropology is informing the global response to the COVID-19 pandemic. Among the key takeaways for communicators were:

  • Embrace culture shock to increase self-awareness, challenge your own cultural assumptions and gain empathy
  • Correlation is not causation – layering anthro-intelligence onto data elevates it beyond a tool for tracking or modelling
  • Prepare for a more polarised world as a result of the Pandemic, which has made it harder for all of us to escape our bubbles. Download our Networked Age Guide to Communicating in a Polarised World here.

Catch up on some of the highlights below:

The application of the Nudge theory
The rise of polarisation
The role of communicators in a polarised society