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Monthly Archives: March 2016

Adulting: Because Being a Grownup Should Only Be a Temporary Affliction

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I remember being a kid trying to figure out what set adults apart from the rest of the masses of “watery moles” (Thanks, Florence King,  for that reference I will be using often).  In my best estimation, they were bigger than kids, had breath that smelled like coffee, cigarettes, alcohol or artificial mint, drove cars, watched news and complained about work.

They were there to make us eat vegetables, follow rules, go to bed early, live in fear of saying swear words and make sure our clothes matched.

Another common characteristics of the adults of the human species, in my estimation as well as the estimation of many of my peers – real and fictional (Peter Pan counts), is that they didn’t know how to be silly or have fun or otherwise prioritize imagination, spontaneity and the joys of getting dirty.

Generally speaking, it seemed that being a grown-up meant earning the right to make kids do stuff “because I said so” and avoiding answering questions like “why” – or just generally making the answers up.

Having been a human of adult age for quite some time now, I think it’s safe to say that my burgeoning anthropological-analysis skills were spot on.   Adults are generally just more serious “watery moles” who have entered a life stage seemingly devoid of fun.

Lets consider this concept of the adult / grown-up life-stage for a minute.
It’s one that I have been grappling with a good amount lately, both as a professional who studies culture and consults for companies and brands and as a human resisting the confines of conformity. 😉

I remember when i first started seriously examining the topic.  It was several years ago when, on what felt  like my “bazillionth” project helping clients understand “Millennials” (the seemingly perplexing generation of humans born sometime between the early 80s and the year 2000).  In particular, I had been forced to finally develop a framework (which still works today) that showed the divergent sets of life-stages being occupied by the “adult”-aged sub-sets of Millennials

You see – the world has changed a lot since their parents were kids. Hell – it had changed a lot (and continues to) since their parents had become parents.  There are and were a number of mitigating social, cultural, etc. circumstances that prevented adult-aged Millennials (let’s just go with 21+) from fitting neatly in to the “grown-up” mold.

The term “extended adolescence” had been thrown around for a while.  Lots of talk about “entitlement” (still present) and other forms of behavior associated with being young and naive.  The fact is, however – that there are / were adult Millennials still in a semi-dependent life-stage: relying on their parents for financial, emotional and otherwise logistical support navigating the transition to on-thief-own.  Then there is / was the group who – not even thinking about marriage yet – is / was enjoying the freedom of being on their own, having the money to “play” while exploring career options and working hard to make a name for themselves.  Then there is the group that most closely resembles the standard definition of an “adult” – those who are starting families and getting more serious about their professional lives whilst doing things like buying houses and new cars and starting to explore retirement savings plans.

But here’s the thing that, regardless of life stage,  seems to have come to pass as part of “Millennial” Adulthood and has also rubbed off on “the rest of us”.  The idea that “adulthood” (noun) doesn’t have to be a definitive end.  Rather – you can maintain the trappings of youth that help keep us all curious, creative, energized, fun and otherwise still interested in exploring this human experience from a naive and ultimately rewarding point of view.

You just have to realize that there are certain behaviors that constitute the “responsible” part of being an adult. Otherwise, the rest is crap and you should just scrap all preconceived notions of what an “adult” (noun) looks like.  Rather, just selectively practice the skills / art of “adulting” (verb).

As defined by urbandicitonary.com

Adulting (v): to do grown up things and hold responsibilities such as, a 9-5 job, a mortgage/rent, a car payment, or anything else that makes one think of grown ups.

Used in a sentence: Jane is adulting quite well today as she is on time for work promptly at 8am and appears well groomed.

You see, there are certain kid behaviors and characteristics that are super-valuable if you want to thrive as a human being.  For example:

Play:  this is behavior we do as kids to prepare ourselves for adult responsibilities.  But what separates play from adult responsibilities is that it is done for enjoyment, rather than for a serious or practical purpose.  We do the activities of play because they are fun.  We learn things, we experience consequences and then we brush them off.  Because it’s not so serious.  When we choose to be adults in the traditional sense we tend to take everything too seriously and always have an agenda – win or lose.

Fearlessness:  daring to express ourselves and test our limits without fear of reprisal or injury.  The sheer will to not care what people think and just boldly do what the voice at the core of our being tells us to do.  Because even if you do get scraped up or break a bone or get your heart-broken – all of those things heal and we are better off for ware having had the experience.

Curiosity:  the audacity to ask “why” at every turn – to see the world with fresh eyes as often as prolifically as possible.  The need to have things explained to you “like a three-year old”  because “because I said so” is just not a good enough answer and if you ask “why” often enough you eventually find out that nobody really knows anything – that we are all making it up as we go along and that there is always room for interpretation and there is always more to learn.

Creativity:  perhaps the last bastion of childhood that some lucky and enlightened humans have been lucky enough to carry on in to their grown-up lives.  This is the art of envisioning the reality that you want and making it happen by any means necessary – even if it means coloring outside the lines or putting something out there that might be utterly imperceptible to others or simply allowing yourself to temporarily exist in a fantasy of your own imagining.  It’s the art of making yourself think beyond the tangible by allowing yourself to dream.  It is the behavior that allows newness in to the world. It is probably the single thing at the root of the other three behaviors / characteristics listed above.

But let’s not devalue the importance of “adulting” as a  behavior.  In balance with the childlike behaviors above, these acts are necessary for survival so we may free ourselves up to thrive. Example adulting behavior includes:

Holding down a job: showing up on time, completing tasks and otherwise establishing a track record of being able to support one’s self financial through delivery of a service to others and playing nice with other humans in pursuit of the same.

Paying taxes:  because somebody has to pay for all the things we take for granted, like roads and schools and feeding / caring for those who can’t support themselves.

Voting:  the act of being accountable for creation and direction of government so we don’t become a race of lemmings or victims. Nobody wants to fall off a cliff to their death simply because they didn’t take the time to learn what’s going on and punch a few holes in a piece of paper.  If you choose not to vote for your leaders you give up your right to complain.

Eating right:  deciding that the cake made out of fruity pebbles (it’s a real thing – i narrowly avoided that non-adulting behavior this morning) does not count as breakfast and realizing that in order to actually keep your adult body functioning so you can do all the cool stuff you want to do well in to your old age that you need to be careful about what you put in it.

Listening to others:  being mindful of hearing other people’s points of view and not just putting your fingers in your ears and screaming when someone is saying something you don’t want to hear.  The fact is, we don’t all agree and need to respect one another’s right to divergent opinions so we can get along in harmony.  The side benefit is that sometimes you learn something and often learn to empathize with your fellow humans simply by being open to new words or experiences that might bear similar motivations to your own.

Cleaning up: yourself, your home, your car, your desk,etc.  Because dirt = germs and chaos and cleanliness  = space to think, grow and thrive.  Also – a clean “anything” is more welcoming than a dirty one – which means you will invite more humans in to your world that you can play with. If you can’t seem to create a clean tidy enviroment for yourself, you could always hire from a company like, Denver Concierge’s house cleaning service. Then you just focus on your work and play!

That being said – it is all a delicate balance.  All work and no play makes any human a dull sack of flesh. But all play without accountability for one’s actions can lead to serious consequences.

But i think the new generations of adults (I refuse to use the “M” word anymore) have  taught us a few things about a life well lived.  There’s nothing wrong with choosing the lower paying job because you get to spend more time with your kids or taking the road less traveled because it looks like more fun.   And you don’t have to separate your creative self from your work life or not play at the office.

Life is a curious wonderful time where we spiritual beings get to have this awkward and amazing human experience.  Lets remember to enjoy the ride and – by all means – practice “adulting” responsibly, but NEVER EVER become a full-fledged grown-up!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Categories: American Culture, Anthropology, Uncategorized | Tags: , | Leave a comment

What’s Fueling “The Bern?” The Secret Every Marketer Should Know

Yet another view into the world of a “professional” narcissistic anthropologist at work.  Posted this morning on the company site / linkedin.

On a side note, I was recently inspired by a new blog i found called The Anxious Anthropologist to start writing more of “the fun stuff”…so expect something new soon.

 

catchingfirebernie

As Cultural Strategists, we invest our time and attention understanding the context that drives human behavior: the macroforces, societal trends and ultimately the resulting cultural values shifts that have a tremendous impact on how we exist in the world. This context influences the choices we make: from big life decisions and lifestyle preferences to our behavior in the marketplace.

The political marketplace has increasingly become a cultural focal point and provides a great example of how emerging cultural values have fueled momentum powering a different kind of politician and the movement his brand of politics is creating: Bernie Sanders.

Whatever the outcome of the election season, one objective fact can’t be denied: an unlikely candidate who, for all intents and purposes had been essentially written off by the mainstream political community, has been gaining more ground than anyone anticipated.

But what some might not consciously realize is that “The Bern” represents a critical mass of cultural values shifts that the team at Culture has spent their careers tracking. So, it’s safe to say we saw this coming. 😉

These values shifts result from the interplay of a number of big picture phenomena and trends, such as the rise of a global economy, increasing economic polarization, natural resource depletion, rampant technological and communication advancement, and the speed, efficiency and creativity with which humans have been able to connect, learn from and identify with one another.

Looking at developed world culture – with the U.S. as a prime example – we can highlight a few specific values shifts that underpin the principles and behaviors, which have created an ideal cultural climate for a candidate like Bernie Sanders to shine:

  • From an “us versus them” mentality rooted in “othering” to fostering a global culture and finding common ground as a human civilization
  • From a “humans first” mentality to acknowledgement of the commitment to a shared ecosystem
  • From the belief that power can only be held and change can only be made possible by institutions to the belief in the power and empowerment of individuals and society

 

The Bernie Sanders brand of democratic socialism, which focuses on human rights, climate change action and other socio-political issues, hits squarely on these values. The implications have been far reaching – including forcing the ‘competition’ to begin softening its message to get in line – because this is the direction of change as dictated by the values of our culture.

Even just looking at a few items, quoted from the list of Bernie’s key platform issues, you can see the connection:

  • Income and wealth inequality
  • It’s time to make college tuition free and debt free
  • Getting big money out of politics and restoring democracy
  • Creating decent paying jobs
  • A living wage
  • Combating climate change to save the planet
  • A fair and humane immigration policy
  • Racial justice
  • Fighting for women’s rights

 

But what are the implications for business and brands?

The fact is, values are beliefs that motivate behavior in life and in the marketplace. Values guide how humans react to change and how they will ultimately react to your brand in an increasingly cluttered and noisy landscape.

Which categories are most impacted by cultural values shifts like these? What does the landscape of trends related to those categories look like in relation to these values shifts? What other shifts are affecting your customers’ behavior and what should your brand / company do about them in order to succeed in the marketplace?

These are important questions to ask, and answering them effectively will require some deep exploration of your customers’ worlds.

At Culture, we are expert consultants who have spent our careers tracking global macroforces, trends, and values, working with leading global brands to direct strategy and keeping boots on the ground studying human cultural and behavioral context. Whether you are a client-side executive who needs a high-level but actionable overview of the implications for your business, or an agency looking to supercharge your planning or stand apart in your pitch with quick-turnaround insights that go far beyond trend reports and data-driven proof points, Culture can provide that strategic intelligence by connecting your business realities to the cultural context that is shaping our world.

Are you ready to uncover the “secret” motivations that will fuel your brand’s rise to the next level?

 Let us find the superpowers hidden in your customers’ and your brand’s values that will help it burn even brighter.

Categories: Marketing, Politics, Uncategorized | Tags: , , | Leave a comment

What’s the Real Point of Brand Purpose? A Perspective on Purpose Alignment and Activation

manifest-your-life-purpose-and-love-your-job

This post was originally published for my business, Culture and can be found here

Having spent the last 16 years working with a cornucopia of legacy brand and marketing organizations, helping them connect with their customers and develop truly relevant innovations and communications, I’ve seen the business mindset evolve in so many positive ways.

At some point in recent business history, there was a demonstrative shift in consumer brand (and b2b) corporate culture. Affirmed by studies and books like Grow, by Jim Stengle – the humans that drive the performance of brand and marketing organizations have been realizing the imperative of integrating not just business performance, but purpose, in to their success metrics.

But why is “purpose” so important (and what exactly does it mean) when it comes to the business of marketing and consumer products?

Humans perform at their best when they are motivated from a purpose-driven mindset.

Purpose is what allows people to love what they do.

Love is the force that compels us to belong to one another and relentlessly work towards collective success, fueling:

  • Business performance and sustainable growth
  • Social impact and positive influence on humanity
  • Personal wellbeing of employees and a thriving workplace family

A mindset is a set of values and principles that shape our ay-to-day behavior and routines.

A company or brand’s true purpose is that articulation of love as it is brought to life by the mindset of its most engaged employees

That means it is the embodiment of the shared values and principles that determine how they engage with the world and why they devote mind, body and soul to your company every single day.

The path to purpose alignment and activation starts by asking a few very big questions:

  • Does your company or brand have an articulated purpose or set of values written in to its charter / mission / vision?
  • Was the process of arriving at that purpose inclusive? Did it engage employees and stakeholder
  • Is that purpose being activated to its fullest potential?
    • Does it drive employee/ stakeholder morale, culture and engagement?
    • Is purpose integrated in to performance metrics?
    • How is that purpose translated in to business operations and supply chain strategy?
    • Does your brand’s purpose drive customer / consumer facing communication and engagement?
    • Do the values brought to life in your purpose align with the shared values of your best customers?
    • Are innovation and strategic growth initiatives fueled by a commitment to your brand’s purpose?
    • Can you connect purpose metrics and KPIs to a measurable impact on business performance?
  • Where is there from for improvement and how might that affect your business?

If you are one of the amazing companies or brands (like Patagonia, for example) who is already authentically checking off most or all the purpose criteria above, then I take my hat off to you.

If you’re not – the good news is it only gets better from here. And the team here at Culture can help. We know a thing or two about how to understand the values that motivate people and put them into action that drives business growth and builds brand love.

One thing we know about purpose in particular is that people support businesses that share their values.

Corporations and brands are collections of people whom, when working from a purpose-driven mindset, create businesses people love.

So to all my family of marketers and brand warriors who are putting their heart and soul in to their work every day, what are the ways you see the love in your company or brand’s engagement with the world and what are the possibilities if that purpose was truly leveraged to its fullest potential?

Your brand does have the power to change the world – and thrive in the process.

What is your highest order vision for the future?

Let’s make it happen.

 

Categories: Corporate Culture, Uncategorized | Tags: , , , | Leave a comment

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