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“Culture is an elevated expression of the inner voice which the different peoples of the Earth have heard in the depths of their being, a voice which conveys the vibrant compassion and wisdom of the cosmic life. For different cultures to engage in interaction is to catalyze each other’s souls and foster mutual understanding.”
Daisaku Ikeda
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Let me get my main points out of the way:
- I believe, unequivocally, businesses should operate in ways that are conducive to a healthy planet and healthier society.
- I don’t believe businesses need to market such operations and initiative. In addition, i DON’T recommend they do so unless they are 100% committed to it. not 99%, 100%.
- Despite gobs of research suggesting young people (Millennials) prefer buying from businesses associated with sustainability & causes I don’t believe the majority would actually pay more nor do I believe it is a true deep-seated ‘preference’ (it is more about assuaging ‘guilt’ – read on for explanation).
- I believe business people confuse Purpose, purpose of a business, causes, environmental responsibility, and a myriad of well intended business actions all the time to the detriment of the action itself.
Anyway. Let me get to my points. There is a lot of research coming out suggesting the importance of Causes & Social Involvement <conflated with Purpose> in consumer choices and what they value. At its most base level this discussion is about cultural & societal concepts tied to future desires <and behavior> of people. It is kind of guessing <in an educated thoughtful way> how people will want to behave with regard to larger Planet-type issues and discussing what behavior will make them happy <from a Maslow type perspective> in the future <and the value associated with it>.
This is good type thinking, not simply mental masturbation.
By the way. Thinking about the future type stuff can be Jetsons type pie in the sky type thinking or it can be more pragmatic ‘rising generations with existing perceptions and how will they act in the future’ type thinking. I tend to be more pragmatic. I do so because it is fun. It is fun in that every every generation rising <young to old> rebel against the norms & ‘standards’ of the older more established generations and as we view ‘trends’ & research it becomes easy to confuse simple rebellion rhetoric and true desires that affect behavior.
Regardless. The windows exist and if you can identify the underlying attitudinal shifts you can be successful by offering things that tap into this attitude <and you can reap the benefits of their behavior>.
Let me get the contrarian conclusion out of the way:
- most people only care about Causes & planet to a point (despite what they say). The majority of young people say they care about Causes with regard to brand choice is out of guilt, not depth of caring. This is NOT to suggest social causes & caring about the planet & sustainability are not important, just that there is a gap between that importance to a individual and other things that matter when decide to make choices & do things. Altruism has limits to the everyday people and the everyday purchase.
- most people care about personal wealth & lifestyle. The majority of young people still want to accumulate money & things, they just don’t want to be seen as greedy as older generations. You would have to be blind, deaf and dumb to miss the attitude among the young that older generations are greedy. That’s easy. The hard part is that we old folk flippantly disregard this attitude as the naiveté of youth. Silly us old folk. The young DO recognize the value of accumulating wealth and the benefits that come along with it, they just don’t want to do it the same way. Conversely, it is silly to not recognize young people want shit – things, money & recognition (yes, they are capitalists too>.
No matter how we may want to couch attitudes in some trite platitudes — people will always want to be valued and fairly compensated for the value they provide. The future challenge is how to let the Reptilian brain ‘accumulate wealth’ and increase personal value all the while balanced with a moralistic <semi altruistic> belief that ‘I want to be fair’ <at its most hedonistic shallow level it would actually be ‘how can I become wealthy and not look like a greedy jerk’>.
Trendwatching in 2013 called it ‘guilt free consumption.’
I imagine the more positive slant on it is a revitalization of some sense of altruism or fairness while still consuming. People, especially younger people, are feeling conflicted between their desire to earn & spend and their aspiration to do the right thing. They are looking for products and services that will deliver value and quality while, at the same time, provide reassurance that their ‘accumulating’ is not seen as greedy or doing a level of ‘harm’ to the greater good <note: that ‘level’ is an individually driven assessment & typically not a societal standard>.
Trendwatching researchers suggested that consumers were experiencing guilt over how they spend, and on what they spend it on, which means they will look at how companies conduct their business, from where they source their products and whether they are engaged in socially-responsible initiatives.
Here is where the cynical me steps in.
The key to addressing consumer guilt is to identify the choices that cause the consumer the most concern and “absolve” them of the guilt.
Once again. This doesn’t mean ‘me’ desires go away. It, in its most simplistic sense, is suggesting a ‘guilt free’ aspect to the desire to accumulate wealth or things. Cynically, a person seeks an implied ‘balance’ — a bargaining with a desire to accumulate.
In a non-cynical way someone has added a belief if that a ‘me’ can make more, earn more & and accumulate/have more and feel good about it if the ‘optimal end game’ is connected to a greater ‘we’ aspect <environment, society, sharing of that which is accumulated with less fortunate>. This mental bargaining is an attempt to alleviate the guilt that gnaws at the conscience of those who, mostly with good intent, want to do the best they can and accumulate the most wealth they can.
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“Guilt upon the conscience, like rust upon iron, both defiles and consumes it, gnawing and creeping into it, as that does which at last eats out the very heart and substance of the metal.”Robert South
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Wealth & consuming is achieved with a balance of ‘what I could have had, but shared.’ This shared aspect shows an innate sacrifice of ‘me’, but not at the expense of success <or actualization>. Instead it shows a sharing of individual success. Successful wealth management <growth> shows ‘not too much’ by ‘I could have had more but I don’t.’
It also meets a Maslow thought: ‘I am successful – not everyone can be successful – therefore by being as good as I can be (which is better than many people) I am contributing to the greater good for those who cannot do what I can do.’
All the psychological mumbo jumbo aside. Guilt free accumulation, despite sounding like some moral relativism, actually does deliver a sense of fairness — fair to me and we. It’s not straight up altruism but its a version of individualistic altruism.
I called this basic attitudinal concept Community Individualism in 2010. And I still call it that. The seeds of this type of thinking have been planted and while it will most likely not prosper in current adult generations it will thrive in younger rising generations. It will be <at least in my eyes> the prevalent psychographic attitude every business will need to attend to in the future.
Hey. Interestingly if you google my ‘community individualism’ concept you will find a number of really well written articles and intellectual papers outlining the battle <tension> between ‘community’ and ‘individualism.’
I say interestingly for 2 reasons:
1. Because I believe there is an entire rising generation who is answering the battle for “us” <versus just ‘me’>. They are living it and have grasped it and are embodying how to be and do both. We <older folk> could not figure it out. They have.
2. I am the only one, I have found, who believes there is no tension, but rather an embracing, between community & individualism in this next younger generation.
Anyway. ‘Community Individualism’ or “Enlightened Individuality.” I will not bore you with everything I have written but give some relevant highlights to align everyone on my thinking.
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The post millennial generation (The Global Generation – others call it “Z”) will have been preceded by the two extremes of community and individualism. The worldwide web will enable a higher level of intimacy between cultures and globally dispersed local communities (or maybe, more specifically, individuals). We see this emerging even today (it just has not matured). Not surprisingly, this technology has transformed our worlds – empowering people with access to extensive circles of population as well as connecting in surprisingly personal and intimate ways.
My thoughts may seem extreme … but I believe the Millennial generation is “too far down the path” to be the Global Generation. They were the early adopters of a web based global community aspect and there will certainly be “cusp” generational citizens, but as a whole they are being bombarded with the vocal minority and don’t have the global counterbalance (I guess what I mean by that is I believe Millenials will still fall back on country cultural cycles as the subconscious place to go). Millennials will be open to a global community (which is the reason why I believe the Global Generation will be successful as they follow in their footsteps).
Remember.
Generations are not set by birth, but by accumulated experience over a lifetime. As Millennials will deal with a Crisis, the Global Generation will deal with the aftermath.
This balance of community and individuality will permit this generation to better accept and respect the choices made by individuals globally and yet strengthen local communities (I actually believe that will be represented by strengthened country patriotism). The community aspect will definitely lead to some cultural or geographical driven conflict yet the respect for individual choices elsewhere will balance the conflict within a “values set of rules.”
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All that said. As noted above I believe that while generations turn and attitudes evolve over time that the advent of the internet has truly enabled a new ‘mixing’ of an attitude and should enable new behavior. Interestingly the internet has not just changed behaviors, but also attitudes <in that we are now better able to judge others’ behaviors>.
Yeah. Transparency doesn’t just go in one direction <towards the bad guys … and ‘evil corporations’>.
And while the internet may appear to sharpen <or cocoon> opinions & beliefs it has actually made us more aware of issues and differences <whether we like or dislike the differences is a different issue>. It may have made us more defensive with regard to our own attitudes it has also encouraged us to go on the offensive to showcase our ‘moral cores.’
By the way.
This doesn’t mean a ‘flatter’ world. It means a more aware world. You can no longer just ‘be me’ and be invisible — me is now always visible.
This comes with some repercussions whether it’s protecting or projecting your image or character. The world today with its internet driven transparency forces us all to take a closer look at not only our behavior, but also what that behavior ‘begets’. Oh. This also includes what we purchase.
In the end.
Guilt free accumulation is an attitude <generating a type of behavior> that needs to be addressed if you are in business and want to innovate products & services … or just want to understand what attitudes which need to be tapped into in order to be successful.
Why should you believe me? I will end with what I started with … “an elevated expression of the inner voice which the different peoples of the Earth have heard in the
depths of their being, a voice which conveys the vibrant compassion and wisdom of life.”
Listen closely.
Branding people may misuse the information and and others, like me, will caution the depth of this caring & inner voice.
But.
The inner voice of fairness is raising its voice to be heard. A lot of us older folk may try to shut it out, but the younger voices will be heard. And in being heard they will drive the behavior of the future.
Ignore this voice at your own peril. Ponder.



Or conclusions.
Suffice it to say you are never really finished putting a puzzle together. You are always looking at new pieces and picking up new pieces. Now. On occasion it may feel like you have almost put your puzzle together only to find some pieces that don’t fit <and they may have even actually fit in the past>. Yeah. Puzzle pieces can change. Oh. And sometimes you can actually want a piece to fit, but it won’t fit into the space you’ve designated for it. Yeah. It gets challenging.
Because I hate it when people say things are “out of their control.”
Yes.
Which leads me to self.
creates a disproportionately wider gap between people making it less than likely someone leans over and offers a helping hand.
Do I really want to base my forgiveness on something as small as a tactic?

In fact.
On a daily basis we are faced with questions of “what we will abandon to save our future & our dreams.”




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process, the presidency itself, democracy, America’s position in the world, and our constitutional rights & freedoms, I tend to believe one of the most egregious actions he did was by doing all of that lying and destroying any semblance of the overall standard of respectful discourse a civilized society typically has.
have listed above which we should now put our big boy & girl pants on .. and solve.
The strength of a country is defined in how it deals with its worst moments. Trump represents the worst, represented the worst and in his wake he left us with the worst. I say that because, well, he is coming back. Twitter is a megaphone for all his shit.


We ‘get away from it all.’ In other words instead of seeking some ‘how we actually live’ balance in our lives we just step away from the way we live our Life by simply not going lightly <if we typically go hard> or not going go hard <if we typically go lightly> and we don’t do anything other than how we live our Life so, ultimately, we just choose to do nothing to ‘recharge.’
anything that could be construed as good <note: even if it is really a crappy balloon>.
You see the balloons. Okay. You see some of them.

Well.
some self-reflection generously dipped in some discouragement.
Yeah. a lot of these routines look really minor and really mundane if you sit down and think them through.
Normal has a shitty reputation.
And, no, I am not suggesting some of the wacky crap society thrusts upon an individual <society tells me how I should be stuff> but rather the fact cultures, civilizations in a broader perspective, define some accepted rules of behavior – some “what I should do” stuff.

I keep seeing research in the United States that says something like 50% of people under the age of 30 do not believe in capitalism.
banks out of business>, but rather personal decisions, choices & responsibility. Yes. I just suggested <again> that people, not the system, will define the better version of capitalism. Adam Smith suggested the three pillars of a society are: prudence, looking after oneself as best as one is able; justice, keeping the law of the land; and beneficence, caring for others and society where there is need. Yeah. Adam Smith deceived in the collective interest beyond self interest.
Yes. Capitalism has certainly vastly improved our lives and our means to live. But it has also fed this insatiability.
I have been thinking about capitalism for a while nudging my mind toward discussing morals and character <society & culture>. In doing so I found it interesting to think about Schumpeter when addressing the youth capitalism challenge.
Second is our propensity to consume <and its self perpetuation>.
certainly stagnated, family disposable income has grown, life standards have improved, health has improved and overall quality of life has improved <and showed a continuous growth>. Unfortunately, at the same time, while families busily lived their lives they also had access to the finest inventory of toys capitalism could provide. Each generation was doing better than the one before, life was good and standard of living acquired a layer of ‘non essentials’ as part of how the people lived a successful & happy life.