Aromatic plants can evoke autobiographical memories for people around the world but these sources of our scent-fueled memories are at risk. Help bring attention to what these plants mean to us by creating a short video interpreting your memory experience triggered by aromatic flora.

The goal is to spark an emotional response in others that have become indifferent to the natural world. We need everyone to act, restore and conserve plant biodiversity, because it is our united actions that will save the natural world for future generations.

Smells of plants are special because they often bring back specific meaningful memories that otherwise might never have been recalled from long-term memory. The brain regions that process smells, emotions and memories are intrinsically intertwined in a unique evolutionary wiring that has enabled our survival. Smelling aromatic plants not only evokes positive autobiographical memories, but their molecules reduce physiological stress and systemic inflammation, bringing about a sense of well-being. Over time, the scents of some plants have become a critical part of our bio-cultural heritage.

Proust Phenomenon

In Swann’s Way, Marcel Proust (1871-1922) perfectly described how a bite of a madeleine biscuit dipped in Linden tea immediately transported him to a forgotten time in his childhood. How olfactory stimuli can cue autobiographical memories became known as the “Proust phenomenon” and in time scientists found that odor-evoked memories are most often recalled from the first couple decades of life. 

Plant scents not only enhance memory but act as sensorial chemical cues to memory retrieval. 

During difficult times, it is the captivating beauty of a flower’s scent that may lift your spirits and change your mood. That positive feeling of lift and connection is real and scientifically confirmed. Unfortunately, many plants and the magnificent places they grow in are threatened. As global temperatures climb and the destructive effects mount, humankind must transform our impact on the natural world. It is essential that we stop exploiting plants and protect them together as conservationists.

There are many roles aromatic plants play in our lives from time spent in natural landscapes and spiritual practices, to gardening, cooking, celebrations, traditions, self-care and health practices. We love aromatic plants for their beauty and the sense of well-being they bring about in us.

Conservation action not only preserves the natural environment;  it saves culture, traditions, and meaning that can only be known through sense of smell. 

Read more about olfaction, plants, and memory

It’s the smell of the Arnica cream your mother used to rub on your bumps and bruises.

It’s the White Sage along the path of your favorite hiking trail.

It’s the Sandalwood perfume you wear on date night.

It’s decorating the Christmas tree with loved ones.

All of the above plants are endangered.