Can dreams provide insights into our collective unconscious and predict shifts in consumer behaviour?
Dreamwork
A single dream can feel strange, almost disconnected from reality. But we now know that dreams are reflections of our waking lives. The thoughts, emotions, hopes, and fears that dominate our days often resurface at night. Because of their surreal nature, we tend to believe our dreams are unique to us – but they’re not. In fact, most dreams share common themes, particularly within our own community.
Most modern theories of dreaming still echo Freud. He said that these night-time stories contained coded messages from the unconscious. The part of our mind that holds beliefs that we may not be aware of yet. Jung expanded this theory and talked about the collective unconscious. A shared reservoir that goes beyond personal experience, crossing histories and borders. Jung thought dreams might contain personal messages and insights from our shared secret library.
