Advertising for social good.
Each trend contains an undeniable tension almost to the point of oxymoronic. For culture enthusiasts and market researchers these concepts are ubiquitous, provocative and irresistible. To read about online. To dream about. To wait for some form of acknowledge on a grand scale, that would enable modern culture to progress to the next chapter. If only Walter Benjamin could help us navigate this stuff.
At a macro level, these trends may connect to the rate of change we’re experiencing in the Digital Age. Perhaps the tension it all creates with human nature is finally coming to a head. Maybe Steve Jobs underestimated how dramatic the 2007 iPhone launch would become in hindsight. He introduced it as an iPod, a revolutionary phone, and a “breakthrough internet communication device” but back then who knew what that truly meant?
Watching visions of the future from the past is a trip.
Watching the 2007 iPhone launch in 2016 feels like watching a sequel to the 1927 silent film Metropolis. I remember meeting at the library one night in college to watch it for a Literature course — Modernity and Fin de Siècle. The psychological and emotional gymnastics of watching a 1927 dystopian film as a college junior a few years post-9/11 was disorienting. I remember leaving the library in tears I was so disturbed, and called my mom for comfort. It took a few days to shed the strangeness the film cast over me.
The mindfulness movement, the struggle for brands to sound authentic, Michael Porter’s idea of “shared value” to fix capitalism, the interest in B-Corporations … all of these trends align with a rising need for meaning. The kind of meaning that escorts the realization that you’re small and the world is large. It’s hard to grasp this when instead of contemplation we insert social media and apps into any down time.
According to an upcoming trend report by JWT, 78% of respondents “believe that we’re losing some important human qualities by spending so much time immersed in technology”.
I’m inspired by this statistic. It will exist as a benchmark. Which means we can propose solutions to lower it. To start, I will unpack each apparent “paradox” from the top of this rant in a weekly post…as soon as my graduate thesis is done. Stay tuned!