Jon Mowatt, Founder, The Hurricane Group
Workshop title: How emotion makes us change our behaviour
Workshop Summary
In a world overloaded with content, it’s not logic that cuts through, it’s emotion. In this engaging session, Jon Mowat shares the real reason people engage, share, click, and buy: how they feel in the moment.
Blending behavioural science with brand strategy, Jon reveals why the most effective campaigns don’t just deliver a message, they trigger a response. From sparking joy to fuelling outrage, emotion is the engine behind action. And if your content doesn’t move people, it’s forgotten.
Expect bold insights, real campaign examples, and practical takeaways on how to harness emotional storytelling to build brand trust, change minds, and drive results.
About Jon
Jon Mowat is the founder of Hurricane social who knows how to be distinctive because dull sucks.
A former BBC director, Jon now helps brands make social content that actually gets seen, shared, and remembered. He’s led video and social campaigns for names like Costa, IUCN, and BMW.
Jon is all about giving straight talking advice on what works (and what doesn’t) when it comes to social, storytelling and using video to drive results.
He’s also the author of two books on video marketing and regular speaker at events across the UK and Europe.
