the discovery of the world around the news subscribed to the w documentary on you to the me. ah, this is the news. these are our top stories. international leaders have been meeting in berlin for a new push to secure a lasting peace deal in libya. the leaders discussed the withdrawal of foreign fighters and upcoming elections in december. it's hope that the vote will bring stability to the country. libya has been in turmoil since 2011, when a nato back uprising toppled long time dictator. mar, duffy me. the united nations is warning that tens of thousands of people in that

a gas are on the brink of starvation. the world food program said acute mount attrition is almost doubled over the last 4 months. as the southern part of the island faces its worst route in 40 years, the world food program says climate change is to blame me. germany has advanced to the knockout stage of the euro 2020 football championship after drawing to 2 against hungry germany was on the verge of elimination, but scraped through the late equalizer from the nail and raska world champion, france and european champions. portugal are also through from the group after their game finished. and another 2 to drug this is, do you have the news from berlin? more on our website, d, w dot com. mm. ah, the head of the european commission today called hungary new law. the critics say

equates gays and lesbians with peta files. a shame the german chancellor said the legislation is wrong and not in line with her values. and what about the values of european football? where tonight in munich, germany and hungary faced often the euro, 2020 tournament lighting up the stadium in rainbow colors would have sent a signal against the hungarian law. and for l. g b t rides. but that did not happen. european football bosses said no to the rainbow . i bring gulf in berlin. this is the day the i think this little is wrong, very and bill is a shape. it compatible with my idea of politics. it goes against all the values, the fundamental values of the european union,

the for me, if it's something i reject politically and i strongly believe in a european union where you are free to love. you want also coming up. it happened exactly 5 years ago today. on june 23rd 2016 voters in the u. k said yes to leaving the european union. it was the day breaks it began. today. my idea is since this country, it's really the opinion that i take back control of issues, but matters of the people of the united kingdom but to our viewers on p b. s. in the united states, into all of you around the world. welcome. we begin the day with you in footballs. rainbow route tonight, germany and hungary clashed in the euro 2020 soccer tournament. the city of munich

wanted to protest hunger reads new anti l g b t law by lighting up the alley, answer read in the colors of the rainbow. but that did not happen. european football is governing body you way for rejected the request saying the political context has no place on the pitch. and that was the beginning of 24 hours of mixed messaging. earlier today you way for reacting to the backlash by not only changing its logo to the pride rainbow colors, but also issuing this statement. today you wave is proud to wear the colors of the rainbow. some people have interpreted you a for the decision to turn down unix request to eliminate the stadium as political . on the contrary, the request itself was political linked to the hungarian football teams presence in the stadium for you wafer the rainbow is not a political symbol, but a sign of our firm commitment to a more diverse and inclusive society hash tag equal game

or critics or calling you wafers, messaging skits, or frantic and confusing, a sharp contrast to the unimed, big us words of several politicians, european commission, president ursula from the lion today said hungary, new law is incompatible with you values the hungarian bill. it's a shame and ivan, a structure to my responsible commission to write a letter to the guy in authorities concerning or expressing our legal concerns before the bill and just into forth. this bill clearly discriminates against people on the basis of their sexual orientation. and it goes against all of the values, the fundamental values of the european union. well, there was criticism from all quarters of the european union today from ireland to

sweden, to france, to the netherlands. here is white german chancellor, angular miracles said today. s, my 1st of all, i think this law is wrong and also not compatible with my idea of politics. if you allow homosexual, same sex partnerships but restrict education about it elsewhere. and that also has to do with freedom of education and the largest players. so for me, that is something i reject politically for leadership abilene, that was the german chancellor speaking earlier today for more i enjoy now by p. r . power, the executive director of the nonprofit network football against racism in europe, which is known as fair b r. it's good to have you on the day these political leaders here in europe. they are clear on where they stand, but you wafer is all over the place today. it even said that the rainbow is not a political statement. do you understand what you wafer is doing?

hi, i'm going to join you not on the program. i think i can, i can see what they're trying to get out. but it isn't on holly mess it they, they have managed this in a way which is very regrettable. they, they've made a mess of a quite simple situation and i think, well, they want to get out is the fact that they have to request to light up. the alley on serena in munich, one was from the german s, i did the f, b. the other was from the mayor of munich. and the 2nd request came in from the mayor after the parliamentary shenanigans in budapest and the passing of this law. and he referred to the new law when he made the request to us. so what they've done has jumped on the fact that the mayor of munich referenced the law and said the essentially saying that he's interested in tit for tat political gestures up before

which they don't want to be a part of it. actual thought, we know that the d f, b, the german f i had asked them long before to light up the stadium on a match day. and as i understand it, that, that, that was also refused. so i can understand the position that they're trying to on the line, even if most of us think it's been done extremely clumsily. and it hasn't really been very well in this tournament. i think it's been, it's great reputational damage for you, a for. and as you can see, if, if any of your viewers have been watching the game tonight, the fines in the stadium made their own statement waving up to 10000 rainbow flags themselves. or do you think that you wafer will now be seen as an organization? condoning homophobia? are people going to be thinking that european football is now anti gay? well, i think that if you are from the the l g b, t i q community,

you already will have some rest reticence before you go out and play wherever you play and add an amateur level or a high level. we have no for example, absolute 0 at 2 players in any of the leagues at the top level who have declared themselves as out and proud apart from within women support. so, so people already place a label on football. i'm not sure this will accuse them, this will lead them being accused of homophobia, but it certainly will lead to the suspicion that they don't quite know what they're doing in these areas that they're not quite comfortable in these areas. and therefore, neither of the mesh that they have in their messaging. but when you consider what we have seen this week from the nfl, you know, we sell carl nasa the 1st in f l player to come out as gay, the n b a and it's players know they are taking on social inequality. that's all going on on the other side of the atlantic on this side of the atlantic. what's

going on here? well, what i would say is, we should confuse you for who have a position on, on issues of discrimination, even if something i'm just not clear. and the stance of many of the players, you've seen, many players who have followed the the players at the nfl in the n. b a in taking stances that are in terms of social causes that are true. they're close to them. whether it's anti racist fancies, or whether that day of their stances that are pro l g b, t i q. community against phobia. anton reasons, for example, one of the biggest thing players in europe was french tweeted yesterday with a strong message in favor of the the rainbow flag. many of the german players have been given support. so the athlete activism that we see in the us, we are also seeing now in football, and that is actually quite new. i would say that plays now saying more than they

ever have done. and that is definitely as a result of movements like black lives matter and the way in which american sports has got behind that movement. the problem comes, i think, in the governing bodies come getting in june with catching up and adjusting their own positions and understanding the sport in europe is no longer just about the league structures. the commercial deals. it has a social i live in, which has always been there, which now needs to become far more from the center p r, a power from the network, football against racism in europe. europe is going to have you on the show. we appreciate your time and your insights. thank you. letter the international leaders held talks here in berlin today a bit, securing a lasting peace deal in libya. the country has been unstable since 2011, with a native bank uprising toppled long time dictator bull market office. leaders

discuss the withdrawal, the foreign fighters and upcoming election scheduled for december. it's hope the vote will bring some stability and some unity to the country. he caught off to a confusing start. the american top diplomat meets his german counterpart in berlin. despite you could welcome both men that they share the same vision for libya. we share the goal of a sovereign stable unified, secure libya, free from foreign interference. it's what the people who deserve it's critical to regional security as well. the table for permanent members of the un security council, together with other regional powers. and for the 1st time, representatives from libby is transitional government. but over on the military and political for the 1st one of the main goals, ensuring elections planned for december. go ahead. we are supporting the election because this is the, this is the, you know,

the way for democracy in libya and build english government. however, we understand there is a lot of security challenges in the ground. one of a challenges is the presence of thousands of foreign troops. the mercenaries inside libya that's finished and we will not let us know and will not rest until the last foreign troops have left libya. and that is why we have gathered here for a 2nd time at the libya conference after you've been that is what we will work towards the bite. and libya has been in crisis ever since the ouster of new market duffy in 2011. following his full armed groups refused to disband, and regional rival with grew elections failed to bring the country. and the closer rival governments was set up in the western and eastern parts of a country. in tripoli, a government recognized by many western nations, one another regime established itself into brook. in october 2020,

the warring sides agreed to a cease fire event formed a transitional government. the elections this december will finally give the libyan people say, some affair. it may only be a small step on the long road for lasting peace. well, i'm doing now by alexandra say she is the manager for libya, advocacy at the norwegian refugee council. alexander, it's good to have you on the program. europe has a huge vested interest in stabilizing libya because any other scenario means wave after wave of migrants leaving libya for europe is this humanitarian crisis, getting the attention that it deserves here in berlin at these talks. if you just need to, she's are not getting great attention that they deserve in berlin or in the media in general. i mean, we've seen significant intention going towards the political dynamics,

the security challenges, the immense political progress, which is incredibly important and the, the se barbara has now been in place for 7 months. but what we haven't seen is attention being placed on the everyday challenges impacting libyans as well the countries migrant and refugee, which make up one in one in 1010 percent of the country population. so they think they need to get challenges every day. we know that wanting 5 people in the country require humanitarian assistance. it's a significant and when we're calling on world leaders to give this the attention it deserved. the goal of this conference is to stabilize libya so that national elections can be held later this year in your opinion with national elections be the right step to addressing libby of humanitarian crisis. elections are definitely important. there haven't been national elections in libya in the years.

however, it doesn't mean that if you have elections that some of the humanitarian needs and the challenges impacting, for example, basic service delivery are going to disappear. it's definitely a step in the right direction. but we need much more attention to be placed on basic service delivery, such as health care, medical assistance, electricity. i mean, we're seeing significant power cuts in libya during a time where there is a lot of heat. i mean, so these are, these are issues that also need to be considered and are not going to go away simply by having election. and we know that the chances of a peaceful election and a peaceful transition of power in libya, they're not that good. what does that mean for the people in libya who are desperate to leave the country? people are indeed desperate. we have 1300000 people in libya who are,

are in need of humanitarian assistance. this is for more than $400000.00 more than last year. they were, you know, just like other countries in the world. they were also impacted by cobra. 1900. you have q 170000 people who are living in damage and destroyed homes. you have 245000 libyan who have been displaced, not just by last years escalation, but am in, in various escalations over the last 10 years. and because of the, the liquidity crisis over the last year, a lot of people also couldn't get their salary, their access to cash. and so you have significant needs on the ground that, that, that need to be addressed today. and, and, you know, it's important that during this transition period in libya, people are supported to can meet their basic needs because there are no guarantees at the seas. bar is going to hold, it has been holding for last 2 months,

but it's certainly fragile. yeah, well we will be following these talks and please, alexander, come back to talk with us again as hopefully the talks progress. alexandra. so i with the norwegian refugee council, we appreciate your time and your insight. see like thank you. thank you. the on this day in 2016 people in britain voted to leave the european union and event known for ever more as breaks it. 5 years on concern is growing for at least 150000 europeans living in the u. k. and tens of thousands of britons residing in the european union who are on the verge of being classified as undocumented migrants, they stand to lose their citizens rights, including right to work, study and rent property. well, some could even phase deportation. well, that's because many have not applied for post breaks that residency in the countries where they are living and the deadlines to do so. in many countries when

that deadline is next week. but today in the u. k. house of commons, prime minister boys johnson chose not to focus on those existential risks. instead, he talked about the benefits of branch, is that i don't take control of issues, but matters are the people of the united kingdom. it has given us the freedom to establish a free ports across the country, driving you investment to develop the cost is back in europe to protect and invest in jobs. mrs. big over 5600000 e u citizens have already applied to our e. u 7 scheme and i would encourage anyone who may still be eligible to apply ahead of the deadline next week or 5 years ago, very few people were predicting that breaks it would pass the results. shocked much of europe and the world. the brakes referendum remains one of the most important news events that we have covered here at d. w. news here is a look back at the evening of june 23rd,

2016. and the reminder of what we were reporting the night that breakfast began of our british identity was always funny because they live on an island. we really haven't had a story like this in our generation have when someone is going to be crying this evening. you think so in a few hours time will know the answer. i'm burnt. go and my name is christopher spring and this is d w. the u. k. ah, we don't really know what that would look like or which direction different european countries want to take or to be even aren't playing down the importance of the, of the british for that though. i mean, we've always talked about and kelly, correct me if i'm wrong, but we've always talked about the berlin terrorist london. you know, this almost this axis here. this is, this is what the e u feeds off of. and if we lose that, we, if we lose london, that's

a 3rd of everything. but it also depends on what several you're talking about. economically. britain might take a hit, but so we'll europe and certainly will germany. the u. k is a vital export country that germany exports into. so there is something to lose across the board. so whatever comes of this, something has been broken. this, this, the spell, if you like, if not questioning the european union being in place has been broken just by putting this question because we broke and, well, well, you just saw him at the big table 5 years ago with me. he is with me again tonight, right here in john worth. he is a germany based british political commentator and blogger is been a part of our breaks coverage from day one. it's good to have you back in the studio for a change. the last half, what went through your mind, john, when,

when you looked back, when you saw that clip there, and you look back at the coverage 5 years ago, i remember being in this very studio that night and at some point, joining me about 3 o'clock in the morning when the results came through that, this is going really badly and actually this could actually really happen. and we still then be pissing through all of the kind of consequences of that. since what i think none of us could really have known is on that, that evening, we could have expected a bumpy ride over the 5 years to come. but perhaps not one that's been so politically difficult, so contorted, has come to pass. did you, did you think that it would take so much time to go from the actual referendum being passed to when breaks it would finally be a reality. i think that's hard to say because we knew on one hand that trying to deal make a trade deal with the european union is a time consuming process. so one level, britton's actually sold back comparatively quickly. what i think we couldn't really

predict it is the amount of political breakdown that britain has to go through in order to manage to get to that point. and actually no one's ever really tried to do anything like this before. so kind of negotiating when the clock is ticking and i think we've only understood in the last 6 months actually doing that. under that time, pressure is a really bad idea because the british and only beginning to discover actually a lot of these problems are lot more difficult than they thought they would be when they were so confident that it would be benefits. when you look at the u. k, in the european union since that fateful night 5 years ago, what do you think has changed the most? i think brittany still playing out that game about breaks it even now breaks it dominates everything is he's not playing a role in britain's corona virus response. and so britain problem being and political system which is between the traditional policy of the last the labor party and the traditional policy, the right, the conservative has become essentially the conservative being the pro, breaks it policy. and everyone else wondering what to do about that. let me repeat

the union side, it's a bit more complicated. it's a bit more nuanced european union at one level stands actually in some things more united than it did back then 5 years ago. is all the 27 remaining countries and said, hang on a minute, we don't actually want that. somebody took the britain to confront and don't want to do that themselves. i mean, some things we can the use current virus response ease budget. the european union is perhaps better place today than was the case 5 years ago, but nevertheless, losing a big mistake. 65000000 people, the economic consequences. of course, that's going to be a major hit. what about the names? david cameron, nigel farrar's, teresa made the speaker of the house of commons, john berg are, you know, or, you know, no one talks about any of these people now. and they were so we thought they were so important just a few years ago. right? but if you look at the leading current testing, the conservative policy, okay, bar, as johnson was at that time, back in 2016 and carried to all of the other leading characters,

particularly the remain figures from the conservative party of all be moved on. so the conservative party is move more to the rights has become more nationalistic, and all of those remain voices that were around david cameron, george osborne as well. his finance name is they've all been shuffled off as a result of the brakes that process. and also if you look at what happened, i think it's just even less time ago to 2 years ago. we wouldn't be in fact here, and probably would have be thought of theresa may as may be a figure of some really cute if we look at to reuse the may now actually looks like she was actually, but particularly with regard to northern ireland, she was actually taking over all the sensible approach to breaks it in comparison to what came to pass for us. john, we have heard many times that if a 2nd referenda breaks it referendum board to be held, the, the brits with vote to stay in the e. u. do you think that there will ever be a 2nd reverend, i think is going to be

a long road back. it was an opinion poll on that topic just came out today that said, 48 percent of the bridge population think it was now the wrong decision and only 40 percent think it was the correct decision. and then those in between don't know. but what's really important you got to ask is, what the european union want this britain back in the moment? because this is a british political system at the moment, which is going through quite some contortions with quite some difficulties. britain is going to put its own political, this function right 1st before it could ever possibly dream of rejoined. let me ask you before we run out of time. you are british, you live here in germany. did brag. cit, alter your sense of identity. somewhat. how i'm perceived he has not changed to other than a few people just asked me, how can the british be that crazy to have gone through with it that way, but i've maintained all along. it's still very much true. it's better through this

price is being a brit spaced in germany. that would be a german citizen based in the u. k. or any other, your citizen based in the u. k. for that matter. so yeah, i know that my own personal and professional and political future will be here now . whereas before the referendum may be returning to britain, one day would have been would have been a possibility. now that's out of the question and brings it was a contributing factor to that. well, john, we're glad we got you on this side of the the channel. anyway, john work you is always good talking with you. good to see you here again for the day is almost done. the conversation continues online. you'll find us on twitter either at the w news. you can follow me at brent golf tv and remember whatever happens between now and then tomorrow is another day. we'll see you then the the, me,

the news ah, they know how you think they know you better than you know yourself. there's no that they'll get your money said even recently, found ways to get inside your head. how business is consumer behavior? and how the pandemic has changed the game made in germany next on d, w,

into the conflict with to sebastian libya has a new government of national unity which promises free election by the end of the year. but the road blocks it faces our arms militia groups, so whole power throughout the country. my guess this week as tommy is bio, maybe as an engineer, how will this new government succeed? conflict 60 minutes. oh, the up to date. don't miss highlight the w program online, the w dot com hi. like how many pushed us out in the world right now? climate change. if any of the story this is life less the waste from just one week

. how much was going to really get we still have time to go. i'm doing all this system scribe movie is like a me, me, me for them. it's a necessary evil, but for others it's a beloved pastime shopping. whether or not you enjoy a stroll down the aisles or a scroll down their online equivalence. it's unavoidable to be human is to shop consumption. why do we buy a question that a lot of us can probably relate to?

and ask thing today on made feeder, we use business magazine. now real world stores, the ones made of bricks and mortar, have had a particularly tough time during the pandemic. often they've had to limit the number of customers they allow in, if they've been allowed to open at all. on the other hand, it's been a boom time for shopping online, and there's another trend that's quietly been gathering steam, social commerce nowadays, it's not unusual for the entire retail experience to happen on social media. there's the media, social media like a mole that has everything. a huge potential in europe alone. i think there is something like a 100000000 users, different things and many of them are very young businesses are really interested in having a presence there. ah, once upon a time social media with a platform to chat with friends and post photos these days, it's

a wash with influencers plugging products. instagram even features its own shop. the way products are promoted is tailored to individual apps. a bit like subliminal window shopping, and when it comes to social commerce, one demographic is especially interesting to businesses. i'm lannie, i'm 17 from hamburg, and i'm a school people like me is on instagram and has their own youtube channel. she's been a social media devoted for 2 years and even does her shopping there to lease days. young people get their fashion tips on social media, especially on instagram time, media and it's on those are so you can say, oh look such and such a thing is in right now, maybe i'll get it. like all for the generation. the refers to today's 11 to 26 year old internet savvy never 1st generation to have grown up with smartphones.

they're known for their environmental activism and consumerism. phases him as a site, i've got the sense that it's also ambulance. on the one hand, everyone wants to do loads to the environment, which is definitely great because that's the way we need to go home. then the mom had told her name on it, but on the other you wind up supporting companies that damage the environment. so these contradictions, the rabbit president present the for the instagram generation shopping, made easy fashion and fashion accessories are their top purchases. beauty products are hugely popular to followed by fitness related. good. so how to companies target individual? the answer lies in algorithms codes. they can recognize users interests and decide which products to show them. lay on these last instagram purchase was made 2 weeks ago. it's called the sunset lamp. when you connect to template cause it's

a beautiful glow that reminds you of a sunset. sunset lamps, promotional video was shown to lay only 20 times the size of it looks so dreamy and made me think of vacations before those companies know exactly what they're doing. and they know repetition raises that profile. it probably lodges in my subconscious . it's always bad because when i see the ads i straight to, i think i've seen that before. and so i view it was a to play and the dog was pulled the tv the trend is only set to continue in the next few years. social commer sales are expected to expand 7 fold. e commerce giant shop, a fi develops marketing strategy for smaller companies with minimal advertising budget. it focus is on platforms like instagram and tick tock. social media is social media is so important for friends because it can make them even more

successful in this. and it's like a virtual high korea helps you know, meet friends with, find inspiration and enjoy shopping and that you can but where does consumer protection come into it? all of these orders. we have our own teams which are constantly on the lookout for what i'd call questionable behaviors. and slides fell level by she's got cases where companies were selling f, f p to mass mass. they didn't even have in stock of cropped up a lot last year on time. and again, we have is where we've done shelves. but isn't questionable to encourage kids to consume. we are moving into the job and we try to encourage parents and guardians to get to grips with the media. and because obviously anyone who can get the smartphone can also view all these offers because shopping as much as it is the videos and everything else. the crucial point was learning to deal with social media responsibly. with the traditional pedestrian shopping zone is nothing more

than a distraction for li only and her best friend hannah. even hear the talk revolves around instagram dazzling display. have you seen those leather coats? the ones on instagram? they're all over the internet. they're lovely. this 18 year old is savvy enough to know why social media shopping function so well to be mentioned with me. thank you . thank times where i think i didn't have to buy that. but in the moment i figured that just what i need right now, which of course isn't true, it's all with time. no, you learn to say ok, that's a lovely picture, but i don't have to have it. instead, i'll wait for something i need and that the 2 friends say happens more and more often these days. now shopping drives economies, that can be no growth without private consumption. and nowhere is shopping, a big part of the economy,

the new and i to states the home of the concept of shop till you drop in 2019 private consumers spending made up a massive 68 percent of the economic output of the us. americans are ravenous, spend some time balancing multiple credit cards or taking out loans to fund their shopping habits in germany, consumers spending makes up a comparatively modest 52 percent of gdp in china is just 39 percent. but it's conversion from an agricultural society is a one centered around services and sales means that likely to change and change. it is exactly what many economies have undergone over the last couple of years. the current of ours pandemic has altered shopping behaviors all over the world. perhaps for ever. here's a look at its impact on germany. because see if my colleague, chris jan persell use the one thing that couldn't be dumped in its tracks during the pandemic was hair growth. with salons, closed sales of electric clippers skyrocketed in germany. sales on

e bay went up by more than 1500 percent in 2020 so how else has the corona virus influences germany's buying habits? as the country went into locked down, e commerce increased by 24 percent in 2020. and the trend is continuing this year. 5 but for many businesses time, her house ma supermarkets were allowed to stay open. other stores were forced to close to limit the risk of infection. this meant to a dip and sales, brick and mortar sales and closing retail for example, shrunk, 23 percent. as offices shut their doors, many employees were forced to turn their homes into their workplaces leading to an increase in tech related purchases. sales of webcams were up by a factor of 8 last year compared to before the pandemic ants. and

so many germans were spending more time at home. li, decorating became more popular. sales of paint supplies for example, increased more than 7 fold. many people also began avoiding public transport for fear of infection, opting for 2 wheels instead. and 2020 more bicycles and the banks were sold than ever before. 61 percent more than in the previous year. still, all in all german spent much less money than usual in 2020. 1 big reason was canceled vacation. and even now, the desire to spend still appears quite muted. so what actually makes us buy won't give us that it resistible as to reach into our pockets and hand over a hardened cash. or that is the art of advertising. experts are able to plant ideas

in our brains, convincing that that product is something we simply can't live without. and it goes way beyond simple branding and catchy ad campaigns. it's enough to make you wonder how much choices are actually our own motto, rover coleman reports on the mind bending concept. mural marketing about a 100 years ago, companies in the western world ran into a problem. consumers had everything they needed. so the companies came up with a great idea, you know, desert, persuade people that they need more things, even things they didn't really know they needed that for the bandwidth. and nowadays companies are studying your brain to get you to keep buying more stuff . this is called neuro marketing and 0 marketing. that's like like the thing on their own companies, nor better than me,

nor those random nowhere else. but in the end of the consumer, you're going to tell you how companies are getting into your head. the 1950 clever markets shook the world with an astonishing experiment. he flushed the messages, drink coca cola and eat popcorn on the cinema screen to briefly for the audience to even notice. he claimed to set people rushing to the countess and drove to buy coke and popcorn. this story sounds too good to be true then. that's because it is. thankfully, we are not that easy to brainwash. turned out that was all the she made that up. there's no such thing as a brain by a button. this is prince human marketing professional. he engineer a scientist met johnson, wrote a book on how companies tailor their marketing to our brains. so the good thing is

we are not mindless shopping on these. but we do make a lot of our decisions subconsciously. and that's where your marketing comes in. companies are trying to better understand how a brain works, to figure out what we really want. traditional marketing studies work like this. someone will ask me, do you want an apple or the one chocolate box? and i say i, of course one of the apple. do i really want the apple that we feel is if we're in control, we deal with the author of our patients and we're thinking very rapidly the study after study. and we are extremely irrational in that work. generally speaking pretty, where the full range of factors was ultimately inform and sometimes actually decide for different behaviors and passively. and so we don't always know what we want. we don't know if we actually want the apple or if we prefer the chocolate. but our brain doesn't lie and that's fine. your marketers have adopted

a range of technologies in the marketing studies to see what's happening under the hood inside consumers brains, functional magnetic resonance imaging and electrons fella, grams measure activity in the brain. i tracking shows where we direct tension and hydrated skin conductance. so what we find exciting for better or worse people are complex from the brain is really complex. human common kinds of scala, whose research revolves around how we make decisions. what nursing does is it gives us access to some of the emotional elements already, the elements that might not be fully conscious. and tell us a little bit more about some of the things that might also be contributing to people the experience administrators. take kiddos for example, one is parent company, free to lay off consumers. how that goes about the brand. many said, well, it's

a bit of a kids snack when they looked at their brains and turns out people got a real kick out of getting their fingers messy with those orange dust that, that covered it. it is fun. there was something subversive about that. or in does on your fingers, there was something a little unusual about it. and people kind of enjoyed it. even though it was that respectable. the, you know, other people are trying to do their laundry. tip free to lay took these findings and built an entire ad campaign around just feeling of sub versus pleasure. those are the whites and the try. if it can, a huge success me more and more businesses are investing in this type of research, most of which is happening in secret through neuro science. but also with the help of psychology and behavioral economics, they get a pretty good idea of what makes us text, and they useless knowledge to get us to buy more of that stuff. i'm going to give

you full examples of this that you've probably seen in your everyday life. one day where you down brain operates in 2 different thinking most. that's what's called system one, which is fast, unconscious and automatic. and then the system to which is deliberate and conscious . it takes a lot of effort to ask you, what is your name? system one will immediately have an answer to that question. but if i ask you what is 23 times 48, you're going to have to switch the system to require effort. why? imagine you're going grocery shop. you have to find your way around the different ios and make loads of decisions in a short amount of time. when you finally get to the checkout counter. you'll tires one way which is.