Busy Busy Busy.
Everyone is just so busy.
Busy making ads, building campaigns, meeting unhealthy deadlines. A pace set by a society that gobbles through content and consumes at a rate never ever experienced on this planet.
An email account that ticker counts higher and higher, unchecked voicemail disregarded for another day, skipped lunches, missed appointments, what exactly are we racing for? We forego time with friends, sleep, exercise, family; in this race without a finish line.
We measure success in views, impressions, traffic, margins, consumption but importantly, how do we feel about the result we’re hustling toward? Can we call it success? What’s success if it solely lives on a balance sheet?
What if we re-examined what we measured success as? What could a global commercial climate look like if we assigned value to things that can make life actually better. Environmental sustainability, equality, supporting local economies and local employment, introducing of community benefits (not cutting essential services) and general positive change. Today these don’t impact the GDP, but they will. You can see the sun only on a screen on smoggy days in Beijing. Is that the world we want?
Don’t the brand bosses at the top of this globalized food chain want to feel their reign do more than pander to shareholders? What is the true cost of this pace?
If everything is finite, what’s the rush? Our audiences have a finite attention span. Finite time in a day. Finite consumer dollars. And collectively we have only finite resources on the planet. What good is money in a pocket if there’s no water to drink?
Fast fashion. Disposable everything. Plastic Island. White paper cups multiple times daily. Why are smart compatriots allured to advertising? Our generation’s creative capital is being misguided to believe that the only creative opportunity is advertising: strategically create a need and generate landfill. We have the power to demand that brands have positive impact on the lives of their consumers.
Consumption is a necessary mechanism of modern society, are we not ready to experience a grander pleasure in sustainability? Less exploitation. A work life balance. Buying less. Enjoying more. Breathing…
Consider using your dollars and your conscience.