Why Sex Sells and Fear Compels

The evolutionary psychology behind two of marketing’s biggest driving forces

Jessie Reyez in a Secret deodorant campaign highlighting fierce strength and unapologetic confidence

The story of human history is driven by a few key factors. For the most part, critical resources have been scarce, competition for mates has been fierce, and dangerous predators have been everywhere. Over the last 200,000 years, evolution has been hard at work updating our strengths…