Latest Reflections
Is the idea of bad vs. good emotions a misguided illusion?
Luba Kassova | October 06, 2021
Do you ever think about what emotions drive you to behave in the way you do? It’s something I often find myself pondering. In fact I am writing a book about it. And the topic came up again a few days ago, when I attended a session at a book festival...
Is society and feminism letting housewives down?
Luba Kassova | September 29, 2021
I interviewed a woman recently who defined herself as a housewife and mother of four. She shared with me that although she loved her full-time role, she felt archaic because in her view, being a housewife and a stay-at-home mother was not recognised as a...
How to convince a vaccine hesitant, a procrastinator and a rejector to get vaccinated?
Luba Kassova | September 22, 2021
Convincing the population in different countries to get vaccinated against COVID is the biggest communication and marketing challenge that humanity has ever faced but it has a very short creative brief: to build trust between the population and those in...
The future of journalism is in the marriage of words and numbers
Luba Kassova | September 15, 2021
“I’m not a numbers person” is a statement I have heard journalists make more often than I care to remember. I even read it this year in Caitlin Moran’s compelling and highly self-reflective book “ More than a Woman ”,...
Low levels of trust and high avoidance of uncertainty breed vaccine rejection
Luba Kassova | September 08, 2021
Since my father passed away unvaccinated from COVID in April this year in Sofia, I have been spending a great deal of time thinking and writing about the differences that exist between Bulgarians and Britons in their attitudes and policy approaches to...
The material footprint we leave behind
Luba Kassova | September 01, 2021
Nothing loosens your relationship with the material world like clearing your parents’ flat after their demise. You have now become the queen of mortality, the next one to go in the honourable line of existence. All of a sudden, most of the possessions...
Climate crisis, news coverage and emotions: a disempowering mix
Luba Kassova | August 13, 2021
Although predictable and expected, the global news headlines about Climate Change 2021, the IPCC’s Sixth Assessment report published this week, left me feeling depressed, overwhelmed, hopeless and borderline terrified… so much so that it made...
Four lessons from the pandemic
Luba Kassova | August 12, 2021
I was recently asked by a journalist what I thought the key lessons that we should learn from the pandemic were. I really appreciated taking a step back to ponder over this question. I realised that in many ways the pandemic offers similar lessons to...
