Scientists prefer to use toddlers when they want to compare our intelligence with chimpanzees and orangutans. Toddlers have had less time to plagiarize others. A team of German scientists developed a collection of 38 tests with which the participants were tested on spatial insight, arithmetic, causal relationships and social learning: the ability to learn something from another.

These were the results:

No graph that better sums up the secret of man. On almost every mental skill chimpanzees and orangutans score as well as children of 2.5 years old. But when there is something to learn, toddlers are totally superior. Most kids score 100 percent, most monkeys 0.

Children are born to learn, connect and play. Actually, that is an old truth. It is a thought shared by hunters and collectors from all over the world, from the coldest tundra to the hottest deserts. Our ancestors rarely put the individual on a pedestal. They saw man as part of something much bigger, connected to all animals, plants, and Mother Earth. Read also the essay that South African poet Antjie Krog wrote about 'ubuntu', the deep sense of interconnectedness. They understood the human condition better than we do now.

Can it be coincidence that we literally fall ill from loneliness? That a lack of contact is comparable to smoking fifteen cigarettes a day? The fact that loneliness is so unhealthy is evident from research by Professor Julianne Holt-Lunstad, among others? Or that we become healthier and happier from a deeper connection with nature? The BBC recently published an interesting article about the effect of nature on your happiness and health.

People simply yearn for being together and playing together. Our mind needs as much contact as our body needs food. In the end it is that motivation, above all others, that has brought us to the moon.

The fact that we can learn from each other has not escaped the attention of the communication specialists either. Campaigns that are based on the good of people and scientific insight are because of that work that we at Gaga greatly appreciate. In fact, it makes us very enthusiastic. Recent examples are the #LondonNeedsYouAlive campaign to tackle a very specific problem in a well defined tribe, and the example from Iceland that societal coexistence and interconnectedness can help reduce alcohol consumption among young people.

The bottom line is that by focussing on engaging a tribe with the right set of tools, a lot is possible. If a brand becomes a platform of exchange between these people in the tribe, the road is wide open for meaningful and effective communication, which is supported by the examples above.