Here is the one true thing I know about humans having studied them in action and been one myself for many years: we are essentially “good”. Whether we all know it or not, we share a light of truth that binds us to one another in a spirit of belonging whereby we all have the opportunity to thrive.
This is fact. However, if you disagree with this fact, feel free to stop reading and I’ll catch you later once you have experienced proof of concept. Which wont be long now.
So, yes its true that people are naturally inclined to be good. We know that. But for too many of us these days, that light is hidden in shadows or buried altogether. Or at least we think it is. We have a tendency – especially in the more economically developed parts of the world – to dive too deep into the distractions of daily life – letting the shiny things substitute for soul shine and forgetting that the good stuff is on the inside. I suppose we have started to forget we belong to one another –that we are love and we are loved.
But here’s the good news – light and love is contagious. It is downright virally infectious. When one human allows their light to shine through in its purest form – that energy draws out the light in others. It is a reflection of our highest common denominator truth and the more pervasive its exposure the more effective its result.
That’s why I like working in marketing strategy. While some people might think marketing is the art of fabricating persuasive fiction, I see it for it’s potential to give and spread the gift of truth. It is the medium through which those who direct mass-communication can remind a world full of customers to reflect, empower and spread that truth.
You see, brands have an opportunity to be so much more than shiny things that might be granted the favor of our attention for a fleeting moment in our lives.
Companies who market consumer brands have not just an opportunity but also an obligation to be more than an idea attached to the stuff we use. They can and should be the fuel – the nuggets of energy we engage with every day – that help us get stuff done – driving momentum for the positive social change that will allow all humans to thrive.
It really is a pretty simple concept:
A Brand is an idea or collection of ideas that has cultural meaning, represented in products, packaging and marketing communication as well as in the ways that the companies who market them conduct their business. When we see a brand sharing an idea that represents a deeply held human truth, we can feel that sense of belonging to one another being validated.
So, If brands can truly embrace and reflect the highest common denominator truths that exist in their most engaged customers – for example – they can reach thousands, hundreds of thousands or even millions of people with that same light-filled message – since many other humans who might not necessarily be engaged with that brand will also share belief in and commitment to those truths.
This projection of highest common denominator values not only provides an opportunity for that brand to reach more humans, but for more humans to connect to one another based on those shared values.
Its also important to realize that getting at those truth’s is not as difficult as one might think. As it turns out, humans like to share their truth – whether they tell you or show you through their behavior or how they curate their lives. I should know – I have spent the last 15 years listening to eager consumer research participants share their stories. And when a brand shows interest in really understanding the human truths their customers hold dear it creates a bond that builds love – the same way it happens when you are cultivating human relationships. Because we are inclined to bond with people who care about who we are deep down and allow us to shine.
So it stands to reason that when brands and companies seek to understand their customer’s humanity, they are not only building a bond that ensures a loyal following but one that also puts a little more love out in to the world.
Now imagine if even half of the world’s gazillion brands were spreading that kind of light every day…to multiples of millions of people at a time. Imagine the world we could create if people were empowered to radiate that kind of love and light and truth and belonging every day in their interactions with all of the brands and other humans they encounter.
Based on the math alone we can see the big picture and it illustrates a very very bright future for humanity.
My mission is to help find and spread this light and remind humans how much we belong to one another so we can get on the same path toward a better tomorrow. Sure there are several light-spreading callings out there from music to religious practice to art and film. I choose work that communicates through the lens of consumer culture – because I truly believe in the power of marketing love to the world.
Our mission at Culture – the cultural strategy firm where I am a partner – is to cultivate human connection in the interest of shared thriving. We do this by strategically helping companies understand the potential of their brand from the perspective of their best customer’s highest common denominator values. In the process of finding the upside of humanity in the people who support their companies, the humans who run those companies also get the opportunity to bring their own humanity in to their work. It makes for better business and it makes for a better world for all of us.
So yes – brands do have the power to change the world – by elevating the consumer cultural conversation. Because shiny things with fictional stories are simply disposable objects. But brands that share human truths in their communications and their business practices are love machines that have can bring humans into the light and help us achieve the potential we all have to create the world we want to live in – one where we don’t live in fear of our ability to survive but rather embrace our power to thrive.
All it takes is a little love and the willingness to seek out our truth.