Dr Martha Newson

Discover how our deepest psychological needs are shaped by the primal urge to belong. From corporate teams to ancient tribes, this talk delves into the science behind group dynamics, exploring how shared identity, ritual, and connection can dramatically enhance productivity, well-being, and loyalty. Learn how businesses can harness this fundamental aspect of human psychology to foster stronger teams, drive innovation, and create meaningful workplace cultures. 

How can shared struggles create unbreakable bonds? This talk explores the paradox of suffering as a powerful force for group unity. Drawing on examples from sports teams, crisis situations, and corporate challenges, this session shows how adversity can be transformed into an opportunity for stronger connections, greater empathy, and increased loyalty. Perfect for leaders or businesses facing difficult times, this talk reveals the hidden strength in collective hardship. 

Football fandom offers a unique window into human psychology, revealing how tribal instincts drive both cooperation and conflict. This engaging talk explores what businesses can learn from the passionate world of sports to foster loyalty, manage competition, and navigate group dynamics. From fierce rivalries to moments of collective joy, this session demonstrates how to channel these powerful emotions into productive, harmonious team environments. 

Anthropology isn’t just for academics—it holds profound insights for the corporate world. This talk reveals how understanding human cultures, rituals, and behaviours can unlock new strategies for marketing, team building, and leadership. With real-world examples from diverse global contexts, this session provides a unique perspective on how anthropology can be applied to solve today’s corporate challenges, making your organization more agile, inclusive, and effective. 

In an age of big data and personalized marketing, how can companies leverage personalisation without losing authenticity? This talk unpacks the psychology behind personalisation, showing how it taps into fundamental human desires for recognition and relevance. Learn the delicate balance between individualisation and brand consistency, and how to tailor your strategies to foster deeper connections with both customers and employees. 

From the underground rave scenes to mainstream dance festivals, music tribes create powerful social bonds through shared experiences. This talk delves into the psychological and cultural dynamics of rave and dance culture, revealing how music, movement, and community forge deep connections. Businesses can learn from these vibrant subcultures to create immersive experiences that inspire loyalty, creativity, and a sense of belonging. 

In an increasingly interconnected world, how do we build global identities without losing our local roots? This talk explores the complexities of forging ‘superordinate identities’, where individuals feel a deep connection to global causes while maintaining their local and personal affiliations. Learn how businesses can navigate this tension to create inclusive, purpose-driven cultures that inspire loyalty across diverse, global teams. 

Drawing on personal and professional experiences, this talk offers an inspiring exploration of women’s leadership in today’s world. From overcoming obstacles like specific learning difficulties such as dyslexia, AS or ADHD, to navigating male-dominated industries, this session highlights the unique strengths women bring to leadership roles. Learn how to foster inclusive leadership styles that drive innovation, improve decision-making, and empower the next generation of women leaders.