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Opinion Editorials

How younger folks rejecting religion impacts your marketing efforts

(BUSINESS MARKETING) Is faith-based marketing still a go to for a wide audience, considering that millennials are leaving the religion in droves? Or should it be left behind?

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Religion empty pews

Once upon a time in the 1950s, it was snazzy, zappy, and a clear time to be a marketer. With the recent world events, at that time, along with the growing pursuit of the picturesque vision of “The American Dream,” working in how to target white Chrsitian men was the handy focus group default.

Here are just a few examples of what ads were displayed to the public back then:

budweiser ad
A happy “All-American” family waiting for wifey to finish dinner after a long day at the office.

marlboro man
A typical tough white male enjoying a “good” smoke.

satans cigarrete
A warning of marijuana in how it will affect “religious morals” and “family values,” starting with the wife.

We all know at this point in our lives this fantasy world is no longer real (thank you, cultural progression). But how has this cultural change impacted marketers in targeting the widely known and the almost-as-large-as-baby-boomers-demographic, millennials?

One substantial aspects is chosen religions.

pew research chart

New Pew Research Center uncovered shifting trends regarding attitudes toward religions across the generations.

For generations now, less and less people are participating in (or even believing in) organized religion. It has been a steady drop in behaviors, beliefs, and the importance of religion throughout younger people’s lives overall.

But marketers should take heed of this warning as you dig into demographic data – religion and spirituality are not always connected, nor are they the same thing all the time.

Within this age of nuances, it is important to note that you can choose to believe in something without wanting to follow “traditional” organized beliefs. Meaning, people are not cookie cutters with their beliefs anymore. Just check out any current drama series and you can start seeing the different aspects of a personality, and how people are just downright complex.

What does this have to do with marketers though? When being presented with this information the first response would be, it has become “too complex” or “less effective” right?

Wrong.

Yes, it isn’t as simple as just placing the word “God” somewhere as one once did, and marketers cannot just set out their own religious beliefs, no matter how connected to them they feel. It requires more care and creativity. Less bluntness.

Remember to take into consideration how others who might not feel as connected would perceive the message.

Typically if you come off as “preachy,” save that for your religious meeting place, not the side of my can of soda, thank you. But if you are reminding one to be thankful for the things they have, who wouldn’t like to take a moment of gratitude to say, “you’re right, I am thankful for this”?

As being part of the millenial generation (and yes, I will admit inherent bias), religion can sometimes feel like a step backwards when trying to move forward into more inclusivity. Not because religion is limiting for most people, but the display of judgement that is openly practiced by some followers just isn’t culturally accepted anymore.

No one wants to be criticized about their life, and that is the type of perception that some millennials have with organized religion.

But looking past the differences of religion, the overall messages of love, compassion, and acceptance are the spiritual connections that are important today.

That is what, in this writer’s opinion, marketing needs to lean into for the future.

Staff Writer, Kaiden Gray has experience in product management, strategic planning for non-profits, and can get through a series in a week on Netflix. He has traveled to over 20 countries, and when he's not in between flights, he's busy learning about the mysteries of the universe.

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Opinion Editorials

Hustle culture glorification needs to stop

(EDITORIAL) Our culture stopped considering running on 4 hours of sleep as a badge of honor, so how the hell is the “hustle” culture any different?

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Hustle hashtag with person leaning on car.

We all see on social media the people that tout the “hustle.” You’ve seen it. “Rise and grind,” we’re told. The intention behind these cliches is to inspire people around them to take action (or secretly to brag that they’re people of action, accomplishments).

But isn’t it really just an alternative to the glorification of being “busy” that we have also rejected? Our culture stopped considering running on four hours of sleep as a badge of honor, so how the hell is the “hustle” culture any different? Guys. It’s not.

That gig economy, baby

Being bombarded with the “inspiration” to “hustle” is giving rise to unnecessary stress. “I took an hour and a half off for lunch, I didn’t hustle, I need to hustle, I have to work until 10 tonight if I’m really someone who hustles,” many people think to themselves now.

Further, the rise of the gig economy (which we’ve written about in depth over the years) has people snagging endless “gigs” leading to a new culture of poorly trained workers that feel like they’re on top because they’re “hustling.”

A friend of mine recently Facebooked that she’s “On the hustle,” and bragged that not only is she an Uber driver, she takes gigs on Fiverr, sells Rodan+Fields, and so forth.

All I hear is that she’s banging her head against the wall with maximum effort and minimal return. No skills are being refined and tweaked when people feel like they have to pick up scraps in order to hustle, and very little money is coming their way. Every penny counts, but if you spend three pennies of effort to make one penny come to your bank account, it’s simply not worth it.

The problem is that my friend IS hustling. Hustling her little ass off. But it’s that “hustle harder” mentality (glorified with inspirational quotes on Instagram) that has people feeling like they come up short.

A peek behind the curtain

I’d like to officially reject the idea of “the hustle.” The intention behind the movement is good – work hard, then work harder. It’s much better than the alternative, but it’s time to be more honest about what “hustle” actually means.

I have a challenge for you. Next time you see someone on social media bragging about their hustle (because that’s what it’s become, a means to “play” successful online), consider if the hustle is real. Are they glorifying a fast buck, glorifying being busy, or desperate back patting? Don’t “like” it or chastise them, just move on. Don’t play into it.

You know who hustles?

  • My grandma who wakes up early every day in Kenya to take care of orphans all day, sometimes being the only adult left behind when al-Shabaab storms the village (and the local workers flee), living on spotty electricity and food, all before retiring in a less-than-luxurious bed at night, exhausted but happy.
  • My mechanic who hustles all day, obsessing over the quality of his work, who won’t even let me see my car until he’s pulled all of the protective linings out and he’s washed his hands and straightened his tucked-in shirt.
  • My gal pal who wakes up with a newborn every day, yet juggles social media and recruiting, offering endless free help to people who can’t/don’t pay her to review their resume so they can get a job.
  • My single dad when we were growing up – worked as a designer for a shitty boss (but didn’t quit because he had to feed us), skipped meals when there was only enough to feed us two kids, still sneaks out during lunch to go take lunch to (and eat with) his homeless buds up the street, still volunteers for the tasks at church no one else will do (like weed duty), always took side jobs he hated (illustrations for textbooks, art for the local paper), all for his family.

What real hustle looks like

And what do these people all have in common? They would all cringe at the idea of a selfie with glitter letters proclaiming they’re on the hustle. People that are focused on work, on advancing their life (and the lives of those around them) would be embarrassed to be lumped in with the Instagram selfie people that pat themselves on the back because today, they managed to shower, drive two people up the street for their Uber hustle, write a fake review on Yelp for their Fiverrr hustle, and sent out two aggressive sales emails to cousins to pressure them to buy their Rodan+Fields products in their trunk.

That’s not hustling, that’s what people are being told is hustling. It’s an unfortunate scrapping together of gigs that so many are being tricked into thinking is the only way to live, the only way to survive. The pressure is on to bring on more ways to hustle, and people are being screwed by the gig economy. It’s unfortunate.

And for that, I reject the glorification and glitterification of “hustle.”

This editorial was first published on July 5, 2016.

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Opinion Editorials

The building blocks of creating a company culture when working remotely

(OPINION EDITORIAL) It seems that even a post COVID-19 world will involve remote work, so how can you build and maintain a strong work culture that ensures growth and satisfaction?

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culture remotely

New startups and existing companies are starting to transition to a fully remote (or nearly fully remote) model, but what does this mean for work culture? If you’re not careful, your work culture could easily become diminished as you transition to a remote environment, and if you’re building a company from the ground up, you may not have a strong culture to begin with.

Culture isn’t something you can afford to give up, so how can you build and maintain your company culture while working remotely?

The importance of a strong work culture

Maintaining a strong, consistent company culture is vital, even if your company is operating remotely. With a strong work culture, you’ll enjoy benefits like:

  • Better recruiting potential. A company with strong work culture will seem more attractive to talented candidates. The best people in the industry will want to work at a place with a great team and a great set of values.
  • Like-minded teammates. Establishing a consistent work culture allows you to selectively hire, then maintain employees who are like-minded. Employees with similar goals and mentalities, even if they come from different backgrounds, will be able to collaborate more efficiently.
  • Smoother communication. A strong foundational work culture that establishes goals, values, and beliefs within an organization can enable smoother, more efficient communication. Staff members will be on the same page with regard to high-level priorities, and will be able to exchange information in similar patterns.
  • Lower stress and less turnover. Better work cultures generally mean lower stress for employees, and accordingly, less employee turnover. Of course, this assumes you’re hiring good fits for the organization in the first place.
  • A better public reputation. Your work culture can also boost your public reputation—especially if you emphasize core values that are important to your target audience.

How to build company culture remotely

Traditionally, you can use in-person team-building sessions, regular meetings, and workplace rules to establish and maintain your company culture, but while working remotely, you’ll need to employ a different set of tactics, like:

  • Hiring the right candidates. Building a great culture starts with hiring. You have to find candidates who fit with your organization, and already share your core values. If someone doesn’t agree with your high-level approach, or if they don’t like your rules or workflows, they aren’t going to do their best work. These same considerations should be applied to your third party hires as well; agencies and freelancers should also fit into your values.
  • Hosting virtual team-building events. You can’t host in-person team-building events, but that doesn’t mean that team-building is inaccessible to you. Consider hosting a video conference to introduce your team members to each other, or bond over a shared event. You could also host virtual game nights, or provide team lunches to celebrate wins. Any excuse to engage with each other in a non-work context can help employees feel more connected and part of the team, and there are plenty of options to make it work virtually.
  • Streamlining communication. Good communication is both a constituent factor and a byproduct of effective company culture. If you want your culture to thrive, you have to set good standards for communication, and encourage your employees to communicate with each other consistently and openly. People need to feel heard when they speak, and feel comfortable voicing their opinions—even if they don’t agree with their superiors. There should also be easily accessible channels for communication at all levels. Over time, this foundation will help your employee communication improve.
  • Improving transparency. Workplace transparency is important for any employer, but it’s especially important for remote businesses trying to build or maintain a strong culture—and it’s challenging if you’re operating remotely. If you’re open and honest about your goals and how you operate, employees will feel more trusted and more engaged with their work. Strive to answer questions honestly and disclose your motivations.
  • Publishing and reiterating company core values. One of the biggest factors responsible for making a company culture unique is its set of core values. Spend some time developing and refining your list of core values. Once finished, publish them for all employees to read, and make time to reiterate them regularly so employees remember them.
  • Making employees feel valued. Finally, and perhaps most importantly, make your employees feel valued. Take the time to show your appreciation however you can, whether it’s through a simple thank-you message or an occasional cash bonus, and be sure to listen to employee feedback when you get it.

Building a work culture in a remote environment is more challenging, and requires consideration of more variables, but it’s certainly possible with the right mentality. Spend time setting your priorities, and make sure you’re consistent in your execution.

This editorial was first published in July of 2020.

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Opinion Editorials

Job listings are popping up left and right, so what exactly *is* UX writing?

(EDITORIAL) While UX writing is not technically new, it is seemingly becoming more and more prevalent. The job titles are everywhere, so what is it?

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UX writing

The work of a UX writer is something you come across every day. Whether you’re hailing an Uber or browsing Spotify for that one Drake song, your overall user experience is affected by the words you read at each touchpoint.

A UX writer facilitates a smooth interaction between user and product at each of these touchpoints through carefully chosen words.

Some of the most common touchpoints these writers work on are interface copy, emails, and notifications. It doesn’t sound like the most thrilling stuff, but imagine using your favorite apps without all the thoughtful confirmation messages we take for granted. Take Eat24’s food delivery app, instead of a boring loading visual, users get a witty message like “smoking salmon” or “slurping noodles.”

Eat24’s app has UX writing that works because it’s engaging.

Xfinity’s mobile app provides a pleasant user experience by being intuitive. Shows that are available on your phone are clearly labeled under “Available Out of Home.” I’m bummed that Law & Order: SVU isn’t available, but thanks to thoughtful UX writing at least I knew that sad fact ahead of time.

Regardless of where you find these writer’s work, there are three traits an effective UX writer must-have. Excellent communication skills are a must. The ability to empathize with the user is on almost every job post. But from my own experience working with UX teams, I’d argue for the ability to advocate as the most important skill.

UX writers may have a very specialized mission, but they typically work within a greater user experience design team. In larger companies, some UX writers even work with a smaller team of fellow writers. Decisions aren’t made in isolation. You can be the wittiest writer, with a design decision based on obsessive user research, but if you can’t advocate for those decisions then what’s the point?

I mentioned several soft skills, but that doesn’t mean aspiring UX writers can’t benefit from developing a few specific tech skills. While the field doesn’t require a background in web development, UX writers often collaborate with engineering teams. Learning some basic web development principles such as responsive design can help writers create a better user experience across all devices. In a world of rapid prototyping, I’d also suggest learning a few prototyping apps. Several are free to try and super intuitive.

Now that the UX in front of the writer no longer intimidates you, go check out ADJ, The American Genius’ Facebook Group for Austin digital job seekers and employers. User-centric design isn’t going anywhere and with everyone getting into the automation game, you can expect even more opportunities in UX writing.

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