There’s nothing more frustrating than working really hard on something only to have that hard work go to waste or not pay off. When that happens it’s easy to take a trip to Negative Town (population: 1) and want to just throw in the towel. But the next time your hard work doesn’t yield the results that you’d like, here are some tips to stay positive:
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I’m not really sure what happened to respect, but it seems to have taken a serious hit in recent years. I remember a time when you could trust that the people and brands around you would respect you as a person. There were understood rules of engagement and standards to live up to, that constituted a sort of social contract. Breaking this contract had real consequences because people would cut ties with acquaintances or businesses that they felt were disrespectful in any way.
But as the internet has continued to grow into the behemoth that it is these days, we seem to have lost that face-to-face connection that respect is built on. Just look at the types of comments you see on online forums and articles or the way some businesses react to critical reviews – these definitely aren’t the types of civilized things that would be said to someone in person! More and more it feels like people aren’t neighborly and friendly as they used to be and brands tend to be out to make the quick buck and move on. Essentially, we’ve created a society where people feel forced into independence because they can’t trust that the social fabric around them will respect them as people so they have to look out for themselves. It’s pretty unfortunate from an anthropological perspective, but it also provides a real opportunity for businesses to gain a competitive advantage by restoring the respect that seems to have been mostly lost. So as a business, how do you climb the mountain of consumer perception to restore respect? If you want to attract and retain customers, you have to respect them in the following ways: These days there’s so much marketing aimed at children that it’s hard to even imagine a world in which brand messages aren’t geared towards our kids. And it’s easy to see why brands go after children – they’re impressionable and naive, which makes them easy to imprint marketing messages on, and they are often able to wield their parents’ extensive purchasing power. But just because we can market to children, should we?
As a mother, this is something that I worry about a lot, and this is the ethical dilemma that marketers of children’s products face every day, but I don’t think that it needs to be an either or. I believe that there’s a way to market to children ethically and that as marketers it’s our responsibility to do so. These are a few key ways that you be sure to pitch your marketing message to children ethically: |
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