The holiday season is here — that moment in the year when everyone instinctively gravitates toward the table. Kitchens come alive, heirloom recipes return, gatherings unfold, and traditions take center stage. Everywhere you turn, flavors deepen the atmosphere, and food doesn’t just fill our calendars — it fills our homes, our senses, our moods.

In a time when taste surrounds us, it becomes more than indulgence. It becomes an invitation to look deeper — to notice what we crave and why.

Read on to uncover how taste transports us and why flavors forge connections, carry our stories, and stay with us long after the last bite.

This story is part of our Create Better series, where we explore neuroscience and apply it to real-world experiences. Stay tuned for the next drop in the new year.