Today we talk to Chelsea Burns —aka The Marketing Psychologist—about the connection between how our brains are wired and the brands we choose. Chelsea is uniquely qualified to talk about this - she has a Masters in Psych, has spent 17 years in marketing and has been in therapy most of her life.
So spoiler alert: most of the purchasing decisions we make, yeah we make them subconsciously. Savvy marketers know this, so we’re all vulnerable to being manipulated into buying things we don’t need. I have a drawer full of late-night Instagram purchases I’m too embarrassed to return. Chelsea shares real-life examples of some of these bad actors, and arms us with the brain science we need to protect ourselves.
But here’s the exciting part. We can use this knowledge for good.
As employees, we can build personal brands that create authentic connections with the people we work with.
As entrepreneurs, we can build ethical companies that give our customers a true sense of belonging, so they never want to leave.
This isn’t just a conversation for marketers. It’s for anyone who wants to be more conscious about the choices they make and the messages they put out into the world.
Please enjoy, Chelsea Burns
Takeaways
From Trauma to Trust: Chelsea shares how her early therapy work helped her understand the wiring of the brain—and how that same wiring shows up in marketing and branding.
Marketing Is Relationship-Building: Whether you’re selling education or granola bars, Chelsea explains how good marketing is really about building healthy, reciprocal relationships.
The Power of Self-Awareness: Only 5% of our decisions are conscious—Chelsea breaks down how emotional triggers and subconscious pathways shape what we buy and why.
Manipulation vs. Persuasion: The line gets crossed when there's no real value for the customer—especially when companies prey on insecurity, fear, or false urgency.
The Role of Belonging: Chelsea’s research showed that a strong sense of belonging increases well-being and business success. Brands that create belonging don’t just sell more—they change lives.
The Cost of Broken Trust: Chelsea unpacks how Target’s rollback of DEI efforts broke trust with values-driven customers (including her 9-year-old daughter), and why regaining that trust isn’t just about PR.
Ethical Branding Is the Future: Brands that invite instead of sell, co-create with their customers, and stay grounded in values are the ones that build lasting relationships—and loyal communities.
Practical Tools for Conscious Consumers: Chelsea recommends the Yuka app to help identify harmful ingredients in everyday products and encourages people to stay informed and curious.
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