Supergood Labs

Persuasion is notoriously difficult to measure. How do you know if your content is actually changing minds and shifting attitudes?

The Persuasion Genome is a tool to help campaigners and communicators apply persuasion best practice to progressive causes – so you can be confident your content is more likely to influence your audience.

Decades of research show that attitude change follows recognisable patterns. Supergood’s Genome consolidates this research into a practical model: a group of elements proven to make content and communications more persuasive, and tips for deploying these elements to maximum effect.

Alongside the Persuasion Genome framework, we’ve developed a suite of supporting resources to help put it into practice, including an activity card deck and a library of social media formats well suited for persuasion.

The Persuasion Genome was initially developed to support Supergood’s own creative practice. We apply the Genome to every campaign we work on. Partner with us for your next campaign to see the Persuasion Genome in action.

If you’re interested in learning how to utilise the Persuasion Genome in your own work, get in touch. We offer introductory workshops for nonprofits, as well as resources to help teams apply it.