How emotions can help trucking professionals retain important information and improve focus

Think about something you’ve learned that you’ve never forgotten. In that moment of learning, neural connections were strengthened, creating synaptic changes that left a lasting imprint in your long-term memory. Today, however, many of us struggle to retain information in our short-term memory. We consume large amounts of content through short videos, believing they hold our attention. In reality, this type of content can actually reduce engagement and memory formation.

This decline has even led to new slang. "Brain rot," defined as “the supposed deterioration of a person’s mental or intellectual state,” was crowned Word of the Year in 2024 by Oxford University Press.

What’s going on in the brain shapes how we think and feel. A recent analysis of nearly 100,000 participants found that heavy consumption of short-form videos correlates with cognitive and mental health deficits, including stress, anxiety, depression, and loneliness. Brain imaging studies show physical changes in white and grey matter associated with excessive digital media use. These changes are linked to impacts on mental health and cognitive and affective functions.

Many of us know the feeling of time passing as we scroll TikTok, Instagram Reels, and YouTube Shorts. As a learning scientist, I know that being present and engaged—with each other and ourselves—is critical. In my 2025 TEDx talk, I emphasized the importance of noticing how much time we spend on our devices and how that makes us feel. We spend too much time looking at our phones instead of looking into one another’s eyes.

Digital devices are here to stay, and today’s classrooms are full of brains that look very different from 20 years ago. Content length matters due to the cognitive limits of human memory, but cutting information into shorter videos is not the solution if we want information to stick.

When I observe multiple-day orientations that involve full days of concentrated, passive information delivery, I know that most of the content provided will not be retained. Based on our understanding of how the brain processes information, the answer is not short TikTok videos. Rather, the answer lies in designing learning experiences with emotional resonance—experiences learners carry with them long after the session ends.

How emotional resonance boosts memory and engagement

Emotional resonance creates learning that sticks. To better understand and experience emotional resonance, watch this video. (Trigger warning: it will make you feel something.)

Emotions make learning memorable, and when you can tap into someone’s heart or motivation, the lesson becomes an unforgettable moment. Each brain is composed of interconnected neural networks that draw on prior knowledge stored in long-term memory to support processing in the working, or short-term memory. When learners feel something, they pay closer attention, remember the content longer, stay motivated, and connect that moment to real experiences.

To get the learner’s attention, begin by engaging the five senses:

• Sight: Use vivid visuals, contrasting colors, and clear imagery to capture their attention.
• Smell: Evoke memories and emotions by describing distinct scents.
• Touch: Design interactive elements and simulations to create a sense of tangible engagement.
• Taste: Use analogies or stories related to food to create relatable, lasting impressions.
• Sound: Incorporate meaningful audio, voice narration, or ambient sounds to set the mood.

Then, use the emotional resonance strategies to keep the learner’s attention. These five strategies anchor experience into human-centered moments:

• Make small shifts in wording. To create an emotional connection, shift the framing. Instead of saying or writing, “Always use three points of contact when exiting the cab,” try, “You’re tired, it’s been a long route, and it’s easy to rush. But one small slip can change everything. Slow down, protect yourself, and get home safely.”
• Create short scenarios. A scenario might include a sound cue, a quote from a real driver, a dash cam video, a visual from the road, or a question that taps into lived experiences.
• Incorporate learner reflections. Create prompts such as, “What would you do first in this situation? Has something like this happened to you? What’s at stake if this goes wrong?”
• Use content tools that invite feelings. Flash cards flip to reveal why concepts matter. Immersion experiences enable learners to see themselves in authentic experiences. Audio clips make the content real with a voice, a sound, and a moment.
• Design with values in mind. Tie the lesson and content back to what learners truly care about: family, health, pride in the job, and the team that depends on them.

The goal isn’t to fight technology or eliminate digital tools—the impact comes from using them with intention. Emotional resonance transforms information into experience and experience into memory. When learners feel something, they carry the lesson with them into their decisions, behaviors, and real life. That is how learning moves from content consumption to lasting impact, and how we shift from brain rot to brain resonance.