Society’s Pendulum has shifted

I attended a fascinating seminar last night with speaker Michael Drew. Mike was talking about societal norms and how to market to a new generation. He started out by relating his talk to a book written by William Struass called Generations, in which behavioural patterns are discussed as societal norms.

In Mike’s opinion, we have two dominant cycles which repeat every 40 years:

• Civic (community minded, focused on banding together, regimented and focused on conformity) and
• Idealistic (focused on self expression, individualism, a desire to look and feel good today!). 

Mike demonstrated the patterns through media, advertising and music and helped hammer home his point by playing the words of songs, the focus of advertising and the outcomes each produced in society.  For example, Michael Jackson’s Thriller album won awards in the Idealistic genre – listen to the words of ‘Billy Jean’ and hear a lack of accountability for one’s actions and an unwillingness to accept responsibility.  It is okay to do something just because it makes you feel good.  Contrast that to the song ‘Gotta Be Somebody’ by Nickleback (came out last year on the Dark Horse album) which talks about not being alone but rather belonging – a representation of a more civic minded society.  The movie James Bond represented an idealistic generation but had to be recreated as more authentic and real in a society heading into a civic model.

Mike proposes that it takes 7 years once a new cycle has started for all of society to conform to the new ideals. Lucky for me, the Civic mindset began in 2003.

Instead of focusing on lack of accountability and individualism of the 80s and 90s, 2003 began the return to community, shared values and responsibility – globally and personally.   Phony is out and REAL is in!  Today’s society demands that spokespersons (and businesses) have something powerful to say that is raw, real and relevant.  The focus is on transparency and authenticity.  In other words, we want advertisers to stop telling us all those feel good statements and actually demonstrate value by what they are actually doing!  Our BS Meters are on high alert and we are a society that is rejecting the hype.  If you want to sell or provide services to us, you better provide real definable value or we will tell everyone – through social media – how you let us down and failed to keep your promises.

This fits really well for my personal values.  I believe in word of mouth advertising and rely almost exclusively on it.   Which means that I have to deliver what I say I deliver if I want my reputation to serve me.  I believe that my purchasing decisions should be socially conscious and accountable.  I believe in providing real value not a lot of fluff.  Small actions are more important than big things and we should work with people who share our beliefs and values.

Last night Mike talked about movies that aligned with the pendulum shift.  He recommended watching movies such as:  8 Mile, Juno, Little Miss Sunshine, Napoleon Dynamite and Lost in Translation.  Of these recommends, I have only seen Juno and I would highly recommend it myself. 

I also would like to add to the list with Avatar.  This movie was not anticipated to do well at the box office but has completely taken over since its release in December.  Don’t believe me, just try and get a movie ticket to see it.  The message definitely speaks to a civic based society.  It is all about community mindedness, relationship building, global planet preservation and fighting for what you believe in.

I am excited to be building my business in a civic society.  Why?  Relationships are in and I like those best of all!

Do you believe in this ideology?  If so, where do you see it happening today?  How are you contributing? 

I welcome your comments and thoughts.