This is how one woman, in a focus group, responded when asked how she felt about money and what it meant to her. Her response perfectly summed up what an emotional topic money is...and unfortunately how many people have negative emotions associated with it. 

If money is such an emotional topic, then so are the decisions that relate to it. So, why is it that we like to think of it as something that is very rational, where there's a single, set answer to every decision? 

Too often people focus on the numbers and expect there to be a perfect formula, but the same decision may not be right for everyone – to rent or buy a property? Buy now or spread the payment?  

If we shift our thinking and refocus on understanding the emotions and context, then brands can respond in a more appropriate and authentic way – and create differentiation. Whether it's the products that we create, the service that we design, the customer experience we deliver or the comms to bring people to our brand. 

If these reflect the emotions and context that people are experiencing, then they have a much better chance of resonating and meeting people's needs