Keep Running
First off, I'm really excited about the next generation - Generation Z. There's so much talk about Millennials that I think Generation Z has escaped the public eye.. for now. They're incredibly smart, self-aware and are really lucky to be growing up in the time that they are.Really? Now.. during a recession, political unrest, unstable times? Etc. Well.. it's hard for me to personally relate to various generational theories as someone born smack in between Gen X and Gen Y. But I will say that growing up in the 80's, high school in the 90's and entering the work force post dot.com crash meant that the world had great promise. I was fortunate to have missed out on having massive college debt.. but there was still this undertone that us Millennials - or my in-between peers had great promise. That we were going to save the world. Not just be ordinary - but be extraordinary. Beat the system. Excel. Except that other than having Facebook to share and complain - nothing in the world has really changed.
Gender inequality still exists and is a factor that can't be shaken off as those who rule the workforce come from older generations. White men still rule. Many people in power, whether economically or politically, still view those different than them as the "other" - failing to see how the problems of one group of people is a problem for us all. And various groups are still kept down through antiquated, false stereotypes and old unresolved, past battles.
But with this new generation - I believe it's all going to change. A life spent with literally the world at their fingertips has made them more worldly. Instead of pen pals, they literally have a window into someone else's world. In their eyes - will there be an "other?" They have little to stop them in whatever their endeavors. Do they want to code? They can look up a free video or website on how to do it? Become a photographer - download a $2 photo editing app? Learn a new language? The possibilities are endless. They're reaping what we've sowed - the free information that we've created. The insistence on gender neutral toys. The changing perceptions of what it means to eat healthy. What it even means to get an education.
I'm really excited about what's ahead.
[youtube https://www.youtube.com/watch?v=XjJQBjWYDTs]
The Future of Advertising - As Told Through My 2010 Miami Ad School Application
Inspired by Faris Yacob's recent post, I decided to re-read my Miami Ad School Planning Boot Camp application from June 2010. Four years later, my thoughts on how advertising will and should evolve has not changed. This thinking is even reflected in how I answered WARC's 2014 Admap Essay contest on building brands in the digital age, which I can proudly say they added me to the shortlist. Below is my response to one of the application questions - word for word (recently edited for readability and not content). I think many of these predictions will come true ahead of schedule.
How would you evolve the state of advertising to be successful in the year 2020?
CLIFF NOTES
1. Sophisticated customer tracking tools will play a critical role in which products and ads we serve to customers. Customers will be in control of their data and willingly share it in exchange for tailored products and marketing.
2. Ad agencies will be fully integrated with less silos between disciplines such as brand building, digital, innovation, mobile or even employee engagement.
3. The integrity of a product and organization will be paramount as increasing transparency pulls the curtain on what marketing can mask.
4. The role of advertisers will be to entertain, inspire, add value to your life or even serve as a community creator - fostering connections between likeminded individuals.
5. The need for strategic thinking, creativity and brand building won't go away.
In 2010, companies can already track their consumers through browser cookies, smartphones, social networking sites, online shopping, rating sites, and many more devices. By 2020, marketers will have more sophisticated measuring and monitoring tools to predict exactly what brands you relate to, down to the exact style of dress you want, before you even knew you wanted it. Consumers will profit from their private information by selling it to marketers, negating privacy issues. By 2020, I will never receive an ad that wasn’t meant for me.
In order for advertising to be successful in the year 2020, advertisers will need to change their organizational structure. They will need to rely heavily on strategic thinking and continue to develop their client’s brand. Most importantly, advertisers will need to work with clients to offer added value to the consumer, either through the ads themselves or products development. Ads will be engaging, entertaining and social.
Currently, most clients have a long roster of agencies: their digital agency may be based in Boulder while their AOR is in New York. Within an ad agency, coordinating every aspect of the process is challenging – even harder and less efficient when you’re working across multiple agencies. In order for advertisers to be successful in 2020, agencies need to go back to a time when all aspects of advertising were under one roof. The very definition of advertising will change to fall under the umbrella of communications and even innovation, blurring the lines between public relations, product innovation, entertainment and social media. Advertising agencies will become strategic think tanks, understanding their consumer and directing all other branches of the process; digital, print, television, web, media, etc. to interact with the particular consumer - based on their behavioral preferences. Collaborators from all stages of the process will sit in on the initial brain storming session so, for instance, the lead creative understands what the media team can do to execute their vision in the appropriate fashion. While this may resemble an in house agency, I believe it needs to remain separate in order to foster a culture of innovation, allowing strategists to pull inspiration from multiple sources and stay fresh. In keeping with the theme of integration and innovation, advertising agencies will be more horizontal and collaborative with the understanding that good ideas can come from anyone in the organization.
In addition to leading the strategic process, to be successful, advertisers will consult on all aspects of a client’s business that interact with consumers - from the retail floor to customer service, ensuring that the brand’s integrity is held throughout. With the rapid spread of information, there will be no room for disingenuous campaigns that falsely reflect the product or service. The ad agency will not create the retail experience but they will work closely to lead the firm that does.
Based on their strategic insights, advertisers will introduce the right products for the right people, popping up in their daily lives without being intrusive. It will aggregate information from your social networking sites, online persona and previous purchases to determine which brands you affiliate with and which potential new brands interest you. In fact, customers will be rewarded by points they can use to buy products for giving out more of their data – thus ensuring that products will be marketed to them more efficiently. Advertisers will turn into highly trained personal assistants, presenting you with your every need as you go about your daily life. Mobile and geo-location services will be key to alerting you what you need, when you need it and when you’re near it to get you to the purchase. Brands will create stronger communities as they are starting to do now – turning our global economy into a small town feel and giving people the connections that we all seek.
Advertisers will start conversations, entertain, challenge and excite their consumers. They will create social games that engage consumers with the brand. They will NOT be replaced by Google search or Facebook recommendations because consumers need that brand recognition (that comes in the form of advertising) to choose a brand out of the large sea of products. And brands need advertising to differentiate their product. As the tide is shifting now, the customer and advertiser will work together to create better products. This is how I would evolve the state of advertising to be successful in the year 2020.
Moving Towards A Sustainable Future: Interview With Shoko Sekiguchi
In your current job, you help multi-national corporations develop their IT strategy. How did this job lead to supporting sustainability practices?
The multi-national corporations are looking into cost reduction by being efficient. Going green should really bring an efficiency to the corporations when it is planned well. So, many corporations asked me how to be green and efficient in their IT solutions and that is how I started looking at sustainability very seriously.
Sustainability on a corporate level can cover everything from LEED certified buildings, to energy efficient server management and increased recycling. What sustainability efforts can have the most positive impact on the environment?
That is a great question. I believe that starting with the sustainability projects that can be easily translated into cost reduction would most likely have the biggest impact on a CEO's decision to get further involved in the sustainability effort. As a result, it will lead to the most positive impact on the environment.
What companies have served as examples to the sustainability movement?
There are several such as Google and Whole Foods. I am particularly impressed by the effort of Patagonia, an out-door clothing brand. I wrote about them in a post on Ampleen, "What's the Responsible Company?"
Although caring for the environment has gone mainstream, I'm sure it can still be difficult to convince companies to be sustainable especially if there are extra costs involved. How do you do this?
As mentioned earlier, companies, especially public companies, are looking into being efficient and need justification for every spending. But, like the new Bank of America Tower, if the green initiatives can prove great savings over time, the key stake holders are more likely to be receptive about the projects.
What keeps you motivated to become more involved in the sustainability movement?
When I see some positive changes, rather than negatives facts, I feel compelled to get more involved in the movement. For instance, I started seeing more people coming to the Union Sq. green market in last a few years and being interested in what it's all about. I am excited to see the change and like to see more of that.
As we approach the upcoming election, the general sentiment is that Republicans are less likely to support policies that protect the environment. Should we be worried about current sustainability efforts if Romney is elected or is that a misperception.
Yes, I am concern about a shift in the environmental policies. I, however, hope that Romney will see the sustainable issue beyond the political agenda and take it as a universal issue that we face today. For instance, he can't be so blind as to ignore the obvious climate changes happening all over the U.S. We just have to continue our effort to raise the awareness of general public on the real risk of ignoring the issue.
How sustainable are American companies compared to those abroad?
Not speaking strictly to companies, but general American attitude towards sustainability seems to be behind among other developed countries. For example, you have to buy the government approved garbage bag that costs over $20 per bag in Korea - and that helps enforce people to reduce their daily waste.
Despite having a well connected public transportation system, many American cities surpass New York in their sustainability. What change in New York would make the biggest impact?
I wrote a couple posts on NYC's transportation and I believe the implementation of a good rental bike program will impact NYC such as we see in Paris. I am concerned that New Yorkers' individualist mind-set is dangerous since I see many bikers in the city pay very little attention to traffic rules and pedestrians. NYC needs to redesign the traffic path and enforce the rules while we develop the mindset of what it means to be a good community member.
You've created a site and community called Ampleen. What does it mean?
It is a made-up word with ample and green - I envision that my beloved city will be filled with green.
What is your ultimate goal for the site?
I set up this site since I realized that each individual organization is doing wonderful things but, they are dispersed and have a limited exposure to the general public. So, I want Ampleen to be a depository for green information about various organizations and their effort for people who are interested in getting involved with them.
And finally, there are so many groups and resources for those interested in environmental causes in New York City. What is one way that people who are interested in sustainability can get involved and make an impact?
Well, (smile) come to my launch party on Thursday, 10/11, and get connected to the green communities in NYC by emailing info@ampleen.com for more information. Check out Ampleen and find out what's new and exciting.
Some final thoughts about the interview - I found this interview to be particularly interesting because it touched on America's culture of individualism being a hinderance in the environmental movement. While the Korean government can use harsh behavioral economics to convince people to produce less waste, the same tactics in America would be seen as encroaching on individual rights. In Asian countries, people grow up valuing order, propriety and fitting in. In Europe, there may be more emphasis on the individual, but Europeans are constantly reminded of how finite their space is. They value family meals and regular vacations over obtaining more stuff. So how do we change a culture where we are taught to nurture ourselves first. Where one can fly across the country over what seems to be 3,000 miles of uninhabited land. And where our economy is structured around buying more stuff? One can only hope that the slew of heat waves, draughts and extreme weather effecting all Americans will be enough to get each individual on board with realizing they are part of a greater whole.
The Earth Is Full - NY Piece On Climate Change
As I sit in the well airconditioned headquarters of Internet Week while it's a sweltering 93 degrees outside, I thought it was imperative that I re-posted this op-ed piece by Thomas Friedman, The Earth Is Full. As he writes, decades from now, will we look back on these last few years of tornados, extreme heat, floods and other natural disasters and think, "How could we have ignored these warning signs?" I certainly hope not. On Monday, I listened to a presentation by Arianna Huffington and Johnson & Johnson's VP of Corporate Affairs, Brian Perkins speak on the intersection of cause-related marketing and how it relates to brands. Both Arianna and Brian strongly agreed that it's not enough for companies to only think about the bottom line. Consumers want to look into the soul of your brand and see that your brand stands for doing good and giving back to the community. As an account strategist, I strongly believe that for profit organizations have the ability to make a great impact on world issues while still turning a profit and that consumers will want to buy from these organizations. The pendulum from mindless consumerism and "evil" corporations is shifting to a more thoughtful, sustainable future. What a great time to be in advertising!
OP-ED COLUMNIST
The Earth Is Full
By THOMAS L. FRIEDMAN
Published: June 7, 2011
You really do have to wonder whether a few years from now we’ll look back at the first decade of the 21st century — when food prices spiked, energy prices soared, world population surged, tornados plowed through cities, floods and droughts set records, populations were displaced and governments were threatened by the confluence of it all — and ask ourselves: What were we thinking? How did we not panic when the evidence was so obvious that we’d crossed some growth/climate/natural resource/population redlines all at once?
“The only answer can be denial,” argues Paul Gilding, the veteran Australian environmentalist-entrepreneur, who described this moment in a new book called “The Great Disruption: Why the Climate Crisis Will Bring On the End of Shopping and the Birth of a New World.” “When you are surrounded by something so big that requires you to change everything about the way you think and see the world, then denial is the natural response. But the longer we wait, the bigger the response required.”
Gilding cites the work of the Global Footprint Network, an alliance of scientists, which calculates how many “planet Earths” we need to sustain our current growth rates. G.F.N. measures how much land and water area we need to produce the resources we consume and absorb our waste, using prevailing technology. On the whole, says G.F.N., we are currently growing at a rate that is using up the Earth’s resources far faster than they can be sustainably replenished, so we are eating into the future. Right now, global growth is using about 1.5 Earths. “Having only one planet makes this a rather significant problem,” says Gilding.
This is not science fiction. This is what happens when our system of growth and the system of nature hit the wall at once. While in Yemen last year, I saw a tanker truck delivering water in the capital, Sana. Why? Because Sana could be the first big city in the world to run out of water, within a decade. That is what happens when one generation in one country lives at 150 percent of sustainable capacity.
“If you cut down more trees than you grow, you run out of trees,” writes Gilding. “If you put additional nitrogen into a water system, you change the type and quantity of life that water can support. If you thicken the Earth’s CO2 blanket, the Earth gets warmer. If you do all these and many more things at once, you change the way the whole system of planet Earth behaves, with social, economic, and life support impacts. This is not speculation; this is high school science.”
It is also current affairs. “In China’s thousands of years of civilization, the conflict between humankind and nature has never been as serious as it is today,” China’s environment minister, Zhou Shengxian, said recently. “The depletion, deterioration and exhaustion of resources and the worsening ecological environment have become bottlenecks and grave impediments to the nation’s economic and social development.” What China’s minister is telling us, says Gilding, is that “the Earth is full. We are now using so many resources and putting out so much waste into the Earth that we have reached some kind of limit, given current technologies. The economy is going to have to get smaller in terms of physical impact.”
We will not change systems, though, without a crisis. But don’t worry, we’re getting there.
We’re currently caught in two loops: One is that more population growth and more global warming together are pushing up food prices; rising food prices cause political instability in the Middle East, which leads to higher oil prices, which leads to higher food prices, which leads to more instability. At the same time, improved productivity means fewer people are needed in every factory to produce more stuff. So if we want to have more jobs, we need more factories. More factories making more stuff make more global warming, and that is where the two loops meet.
But Gilding is actually an eco-optimist. As the impact of the imminent Great Disruption hits us, he says, “our response will be proportionally dramatic, mobilizing as we do in war. We will change at a scale and speed we can barely imagine today, completely transforming our economy, including our energy and transport industries, in just a few short decades.”
We will realize, he predicts, that the consumer-driven growth model is broken and we have to move to a more happiness-driven growth model, based on people working less and owning less. “How many people,” Gilding asks, “lie on their death bed and say, ‘I wish I had worked harder or built more shareholder value,’ and how many say, ‘I wish I had gone to more ballgames, read more books to my kids, taken more walks?’ To do that, you need a growth model based on giving people more time to enjoy life, but with less stuff.”
Sounds utopian? Gilding insists he is a realist.
“We are heading for a crisis-driven choice,” he says. “We either allow collapse to overtake us or develop a new sustainable economic model. We will choose the latter. We may be slow, but we’re not stupid.”