Revealing the untold story of positive anger

What We Did

In collaboration with BMB, house51 undertook marketing’s first quantitative survey of British anger. Our aim was to take the science of anger ‘out of the lab’ and explore the triggers – behavioural, cultural, brand, technology and so on – that lead to different types and expressions of anger. In a special issue of The Drum magazine in November 2017 we argued that there is too much focus on the toxicity of anger and revealed the untold story of positive anger. At BMB’s State of the Nation we discussed the prevalence of pro-social and anti-social anger and explored how marketers and policy makers can harness anger as a force for good.


Psychological profiling

Survey research

Literature review