Awareness, Public Health Campaigns, and the Tobacco Parallel

Are we living in a world designed to hijack our brains?

In this episode, Dr Emma Yhnell speaks to international best-selling author Nicklas Brendborg about how supernormal stimuli have become the norm in modern society. 

Whether it's food or our screens, Nicklas Brendborg argues that we’re living in an environment that is engineered to keep us hooked. Over centuries, through our agricultural practices we perfected food that appeals to our most basic taste receptors. But we are now in the age of ultra-processed food, which is optimised to be addictive. The same goes for our screens, where colourful social media content hooks us and the constant dopamine hits that are designed to be overwhelming make it hard to unplug from the digital world. It is these habits that are fueling modern society’s epidemics of addiction, loneliness and increasing mental health problems. But Nicklas Brendborg argues that by understanding our biology we can learn to manage our habits, resist the hijacking of our natural instincts, and learn to live with more intention, focus and presence. 

Nicklas Brendborg is a Danish scientist and author. His international bestseller Jellyfish Age Backwards has been translated to more than 30 languages and was shortlisted for the Royal Society Science Book Prize. He is the youngest ever author to have been shortlisted for this award. Brendborg holds bachelor’s and master’s degrees in molecular biomedicine and biotechnology from the University of Copenhagen and is now a PhD student in molecular biology. He has been recognised by, among others, the Novo Nordisk International Talent Programme and the Novo Nordisk Scholarship Programme. His latest book is Super Stimulated: How Our Biology Is Being Manipulated to Create Bad Habits – and What We Can Do About It.

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