Hello beautiful people,
We'll jump straight in.
Every piece of information you consume, is created to influence you. Even this newsletter (hopefully in a way that serves you).
But first, here’s a short story.
2018:
2022:
2024:
….
Present day:
It would be funny if it wasn't so catastrophic.
That brings me to today’s topic: Manipulation.
Not manipulation of the weather, but of ourselves.
If you’re subscribed to this newsletter, then you already know that this is happening.
The question is, how exactly?
Well, there’s one particular framework you’ll be interested in. Why?
It was used on us during the Covid pandemic.
And it was incredibly effective. And yes, I am saying that to make myself feel better (it worked on me).
It’s called MINDSPACE.
Guess who it was developed for?
The Cabinet Office in the UK.
These are the 9 principles of behaviour influence according to this framework:
Messenger: we are heavily influenced by who communicates information
That’s why social media influencers get paid so much to promote endocrine disrupting products.
Incentives: our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses
Basically, this means we have a tendency to go for the path of least resistance (avoiding pain).
Norms: we are strongly influenced by what others do
Undeniable. (read my newsletter on agency here)
Defaults: we 'go with the flow' of pre-set options
That’s why so many people go into £30,000+ of debt to go to University when they don’t know what else to do.
Salience: our attention is drawn to what is novel and seems relevant to us.
The fundamental idea behind advertising.
Priming: our acts are often influenced by sub-conscious cues
As an obvious example, look at the article in 2024, “Conspiracy theories swirl about geo-engineering, but could it help save the planet?” Even if you didn’t read the article, the seed is planted. You’re more receptive to the idea of geo-engineering in the future.
Affect (Emotion): our emotional associations can powerfully shape our actions
If you’re a human being, you are probably guided by emotion.
Commitments: we seek to be consistent with our public promises, and reciprocate acts
We like to do what we say we’re going to do.
Ego: we act in ways that make us feel better about ourselves
Also undeniable.
You might like to know, this is directly mentioned an official document called:
So it’s not a secret that this framework was used to influence you during Covid.
Let’s explore how just a few of these principles were used.
The power of 'Incentive'.
In mid 2021, I was just fresh off my second year at Uni, a young impressionable fool. I spent that year largely caged indoors, no social life, gyms closed, unable to see my family the whole time (they live in another country). I watched a lot of TV and drank a lot of whiskey that year.
I was told the vaccine would help me ‘get my life back’.
And boy, did I listen…
I got the two mandatory vaccines, plus an extra one for good measure!
Thankfully, I’m still alive and kicking.
The power of 'Affect'.
We were shown ads like this
In Australia, they told people,
That sentiment was mirrored in the UK campaigns with loads of news coverage Margaret Keenan, a 90 year old grandmother, getting the first Pfizer jab. Her role as a ‘grandmother’ was heavily emphasised.
The UK Health Secretary at the time Matt Hancock, literally said, “Don’t kill your gran”.
Who wouldn’t want to save their gran?
The power of the 'Messenger'.
Then, we had a whole host of celebrities and influencers promoting the vaccine.
"It's a very special day, I feel euphoric.” Sir Ian McKellen said.
Then there was the NHS ad with Elton John and Michael Caine.
…
That's just three of them.
Whatever your views on the pandemic, it is undeniable that techniques of manipulation were used on us. It probably wasn’t the first time, and it definitely wasn’t the last.
MINDSPACE is just one of the frameworks that governments and institutions use to influence our behaviour.
Can you think of any other examples? Where else do these techniques appear in your life? Reply to this email, we read all of them.
Next week, we’ll explore what you can do about. But the first step to freeing your mind, is awareness.
To your freedom and independence,
Rob
Wild Minds Community
PS.
This newsletter was inspired by the book Free Your Mind, by Laura Dodsworth & Patrick Fagan
If you're ready to make real change in your life, and break free from the mainstream system in under 12 months, you'll love our course The Path to Freedom, with over 4 hours of video tutorials, including the free bonus.
Click here to get The Path to Freedom
Last week, we talked how one particular fear will destroy your chances of success. Click the image below to read it.
