Tag: youth

  • Moral Signs

    A little more than a year back, I remember writing a post on identity – what exactly constitutes the individual – work, relationships, consumption, combinations of these…….

    More recently, I read a Scott Adams post which actually asks the same question ‘Who are you?’ He also provides his best answer to it ‘You are what you learn’. It’s an interesting point and I do agree that what you learn is what gives you additional perspective. It changes the way you view older experiences and how you react to new experiences. And so, despite believing in being prisoners of birth to some extent, and knowing that the apple never falls far from the tree, and at the risk of generalisation, I would tend to agree.

    Which brings me to learning. In an earlier era, our ‘channels’ of learning were limited – parents, relatives, friends, teachers, literature, some amounts of media, and so on. Limited when compared to the abundance that a media explosion and the internet have brought into our lives. Sometime back, I read a post in the NYT titled ‘If it feels right‘, which discussed a study on the role of morality (rather, the lack of it) in the lives of America’s youth. The author clarifies that it isn’t as though they are living a life of debauchery, it’s just that they don’t even think of moral dilemmas, the meaning of life and such. The study ‘found an atmosphere of extreme moral individualism’, mostly because they have not been given the resources to develop their thinking on such matters.

    It led me to think about the moral frameworks that were instilled in us by our sources when were young. At the very least, value systems existed, though obviously their ‘quality’ would be a subjective affair. I wonder, if in this era of abundant sources, we are missing out on inculcating the basic moral guidelines that are necessary for a society’s sustenance and  evolution. If people are what they learn, then the least we could do is take a closer look at our own moral framework. The next generation, despite the abundance of sources, could be learning from it. Or perhaps this is the way it has always been, between generations. 🙂

    until next time, moral poultice

    PS: a beauuuutiful related video

  • Brands – Maturity, Transparency, Objectivity

    On the day that gay sex was made legal in India, I had wondered aloud on Twitter, whether condom brands like KS, Moods or even a deo brand like Axe – whose communication is all about attracting people (the female gender so far, since its a deo for men) – would use the occasion to provide a bit of a twist in their standard advertisements. As expected, none of them did. Which led me to wonder on the maturity of audiences and those of brands. (‘maturity’ for the lack of a better word, a more elaborate description follows)

    From an experience in an earlier place of work, when we had played on the visuals of Sai Baba and Jimi Hendrix and talked about music and religion, I have seen the fear that marketers have about how the consumer will react to a communication that could be taken as offbeat. In the case above, one could argue about hurting sentiments of followers (Sai Baba’s, according to the client, Hendrix’, worried the copywriter 😀 ), but there really wasn’t anything derogatory. Now that may be a subjective reaction, so let’s go back to the initial example. I’m reasonably sure that even if KS/Moods/Axe had thought of this, they might have decided not to pursue it.

    Is that because of a simple positioning mismatch that they perceive, or is it a fear to push the boundaries, of what they perceive as acceptable to their audience? Something that goes against the image they have created. But, as we keep discussing here, consumers are moving on. They talk to each other, and share their experiences about the brand, which may or may not work in advantage of the brand.

    Meanwhile, I recently read an article in the New York magazine, which got me thinking quite a bit on this subject. The article was titled ‘Say Everything‘, and talked about what the author perceived to be the largest generation gap since the hippie generation. While the extreme scenarios outlined in the article- of the kind of photos and complete transparency, of thinking of themselves as having an audience, of archiving their adolescence, of having a thicker skin than earlier generations- may not be what the average youth indulges in in his community, it does point to a generation which is growing increasingly uninhibited with sharing more and more of themselves with others on the net. The author points out that with surveillance cameras, transaction tracking etc becoming the norm, this complete transparency approach might be a saner route.

    In fact aren’t FB/Twitter status updates, and even online journals that many in my generation indulge in, also cases of living for an audience? The details of what they share might vary when compared to a younger user set, but this seems to be a trend that may not be scaled back, and in all possibilities, would increase. With the social tools that keep improving the ways to communicate, and share, can brands afford to cling to the kind of communication that they are used to delivering to the audience?

    In another article I read, YouTube blogger Kristina Horner, who was criticised for working with Ford Fiesta, makes a wonderfully simple, yet passionate argument that for “both bloggers and brands to be successful they need to accept that traditional advertising is not-effective (and even rejected) and that publishers like Kristina can find a win-win situation where a brand supports their work without compromise.”

    Would being completely transparent (yes, that is a bit of a redundancy, i guess) ensure that brands get a fair deal from the people they communicate to? Like I read in another context, would transparency fulfill the function that objectivity is supposed to?  But as always, transparency is not something that can operate only in communication, it moves to product, and many other functions within the organisation. So, as more and more consumers realise what Kristina has articulated so well, shouldn’t brands also take some initiative in changing themselves, and collaborating with their consumers?  That would take some maturity, i guess. 🙂

    until next time, audible audiences

    PS. For those missing the Tool Aid that is the blog’s staple diet, here are a few interesting reads

    The Sysomos in depth Twitter study that places India in the top 10 countries in which Twitter has been growing.

    The Razorfish Social Influence Marketing report.

    The Wetpaint/ Altimeter list of the world’s most engaging brands, and how there might be a link between engagement and financial performance

  • Collage

    After a really long time, I chanced to see some college kids in action. Some, would be an understatement since it involved half a dozen colleges and a few hundred students. As part of the program, I got to see them in their natural environment, their college. Did that make them sound like animals? Okay, it wasn’t supposed to. It made me think about youth. Not mine, since my memory isn’t too good these days, but the usage of that word to represent the collective.And i realised it doesn’t really do them justice.

    For I saw dreamers, the silent types who sat in the corners of the college quad with either eyes glued firmly to a book, or absorbing the world around in general, sometimes with an amused smile.

    I saw the show-offs, displaying everything from the latest in gadgets and fashion, to the latest in body art, and equating that in some way with what and who they are.

    I saw the absolute rascals, whose single focus was the other gender, and their attention. From what i saw, I thought it was more hormones than nobler intentions of love.

    I saw escapists, who learned very early, that it doesnt matter if the grass is green on the other side, or any damn side, you still gotta have it, the grass that is.

    I saw those who were full of life, participating in all the contests that were happening, eager to prove, not to anyone else, but to themselves, that they had what it took to excel.

    I saw some who had perhaps given up on all that happened around them, some of them with a quizzical expression and some of them trying hard to populate vacant smiles.

    I saw those whose looks had more than a trace of rancour, was it against what they were surrounded by, who they were surrounded by or was it against those who were happy in these surroundings?

    Youth, the collective term for a population that consists of individuals who are perhaps still trying to find out who and what they are.

    And as i sat watching them,  I saw some of them stare back at me, as though asking me how life goes, years after you’ve left college? Whether the world you are part of now, resembles the world you used to occupy then. And I would’ve liked to tell them that the world outside does change, but for better or worse, the world within can stay exactly the way it is, if you’d let it. And that perhaps is why some of us never grow up, and some of us feel that we grew up a long time back. And both of these have nothing to do with our age.

    until next time, growing up…