CHALLENGE To know how to engage consumers and especially the so-called millennials (18-34 years) in a more sustainable lifestyle, there is a need to understand what language will motivate them to choose a sustainable product and pay more for it if required. SOLUTION A worldwide study using the unique com- bination of SMI Eye Tracking and Emotiv brain response technology was designed by Olivier Oullier in collaboration with the WEF, its p

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