The Proust Effect: How Smell Unlocks Hidden Memories

Why can a single scent suddenly bring back a memory from decades ago with striking clarity? In this episode, we explore the Proust effect—the unique power of smell to evoke vivid, emotional memories.

We’ll uncover the neuroscience of the olfactory system, its direct link to the brain’s emotional and memory centers, and the evolutionary roots of this connection.

Finally, we look at how olfactory memory shapes culture and is being harnessed today in marketing, therapy, and design.