You hear it, right?
Voices colliding. Ideals crashing into one another like bumper cars. Pleas for “can’t we all just get along?!” hanging in the air like residue from a Taylor Swift concert.
Everyone’s worldview is falling to pieces.
And as marketers, we can’t simply unpause (post protests) our messaging, advertising and continue marketing per ushz.
Not if we want to be part of the solution.
A friend recently told me she wasn’t into social media marketing saying “platforms are always changing and it’s too much work to keep up.”
You know why the platforms always change? Betcha wanna say, “duh, the algorithm.” To which I’d respond, “nope.”
Platforms change because people change. Desire and expectations change. Behaviors change. And right now? Change is a high speed bullet train headed to the promised land (of equality).
Which means that as marketers we’ve gotta change what we say and who we say it to. Because clicking back into “regularly scheduled” doesn’t perpetuate change. It derails it.
In the past couple weeks I’ve been sitting with this one thought (alongside the 25,000 other thoughts ping ponging in my head)…
We can’t create anti-racist work environments without also looking at how we address race in our marketing (beyond adding more faces of color to our feeds & imagery).
Wondering how? Yeah, me too. And while I don’t have an answer yet (I’m working on that) I do know this…
…it starts with how we identify and understand our audiences and their worldview (their *lived* experiences) because marketing to your former self was never a good idea.
Here’s the monster in the closet,that’ll make this new era of inclusion marketing hard:
if we’re not willing to understand the genesis of our own worldview, we won’t stand a chance in hell of understanding our buyers worldview in a real way.
And the bumper cars? They’ll just keep on crashing.