Our Vagus Nerve is Fresh Air for Meaningful Marketing

Last month I renewed my certificate as a Certified Primal Health Coach. Though my roles at Targa keep my coaching business on the sidelines, I find myself putting many wellness principles into practice. In this blog, I’ll share a bit about the biology of our shared humanity, and how we’re all wired to strengthen connections with our teams, our customers, and our inner circles with family and friends. I think your “vagus nerve” is going to love this!

To start, what if a key to stronger connections—and better business outcomes—lies in something as basic as our physiology? Our vagus nerve is responsible for many human qualities, including those essential for genuine connections: Authenticity, mutual trust, and empathy. We marketers and creatives rely on these qualities to learn and understand audience behaviors (empathy), craft a meaningful story (authenticity), and grow and retain our audience (mutual trust). These qualities and other positive human qualities are hardwired from our vagus nerve, the longest cranial nerve, extending from brainstem to chest and abdomen.

Full article at targamedia.com

Inspiration for our Everyday Work

Our leadership roles make us stewards of people and purpose. Our biggest advantage in this space is that we’re all human—biologically wired to seek connection, understanding, and trust. For instance, the vagus nerve, a key component of your nervous system, plays a critical role in regulating emotions, stress, and even social bonding. When you’re calm and present (i.e. parasympathetic), your body is more attuned to others. You’ll listen better, react less impulsively, and build trust faster. Sounds like solid qualities when collaborating on a creative brief, making product marketing decisions, and beyond.

Lead Your Teams with Empathy

Building connections isn’t just about your customers—it’s about all of your circles of influence. Sales and marketing leaders who prioritize empathy and curiosity create environments where honest conversations thrive. We become more authentic in the stories we tell, and those stories in turn become meaningful and memorable.

Here’s how you can lead with connection:

• Ask Open-ended Questions: Instead of, “Why didn’t this campaign work?” try asking, “What did we hear from the customer?”
• Focus on Resources, Not Results: Instead of, “We need better numbers next month,” ask, “What tools or training would help you succeed next month?” I’ve taken some great cues recently from thought leaders like Brené Brown and Seth Godin.
• Celebrate Wins, Big and Small: Acknowledging progress fosters trust and motivation.
• Celebrate Losses and Near Misses: I embrace the chances that creatives take everyday. Put yourself out there, and bring all your ideas to the table. Messiness is amazing at charting a strong course forward.

Customer connections don’t require abundant experience, but rather a desire to be authentic and gutsy.

How to Call Upon your Vagus Nerve

Here’s the thing: cultivating habits that promote vagal tone can enhance its activity and influence. Our ability to connect, listen, and lead isn’t just a mindset—it’s also influenced by our body’s state. For example, activating your vagus nerve through small, intentional habits can help you stay calm under pressure and present in conversations. Here are a few practices to consider:

• Compassion: Approach interactions with genuine care. Compassion not only builds trust but also reduces stress for everyone involved.
• Authentic “Me” Time: Prioritize moments that recharge you, whether that’s a walk, meditation, or time with family.
• Face-to-face Conversations: Whenever possible, meet customers and colleagues in person. There’s no substitute for the connection of real-world interactions.

No doubt, there are other ways we support the vagus nerve, such as breathwork, mindfulness, and even cold exposure, but I’ll save these topics for a later post. Suffice it to say, these small and simple shifts make a big difference in how you show up for your team, your customers, and most importantly, for yourself.

Build a Culture of Authenticity

In my 25+ years in marketing and creative storytelling, I’ve learned that we find common ground before we sell products. As marketers and communicators, we treat every campaign, every sales pitch, and every customer interaction as an opportunity to connect on a deeper level.

This approach doesn’t require abundant experience or anything near perfection. It simply requires authenticity—and being authentic means being gutsy. When you take the time to understand your audience’s needs and objections, you’re not just marketing—you’re building lasting relationships.

We’ve talked honing our hardwiring for empathy, mutual trust, social engagement, and authenticity. When we approach our work with this mindset, we gravitate to a culture that shares in the important work of storytelling on behalf of our clients.

Bringing it All Together

Human connection is the thread that ties everything together in business. Whether you’re designing a marketing campaign, closing a sale, or leading a team, your success depends on how well you understand and respond to the people you’re working with.

And while techniques and strategies are important, never forget that connection starts with something simpler: our shared humanity. The more we embrace what makes us human—compassion, curiosity, and a willingness to listen—the more meaningful our work becomes.

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Jason Steed

President and CEO

Targa Media, Inc.