Turning Green With Kindness
ADWEEK|March 26, 2018
Turning Green With Kindness

While social media has created a cultural context based on envy, brands that pivot to virtues will win over customers.

Barry Lowenthal

A cultural context is an event or idea that shapes an era. Sometimes a cultural context lasts years, like Woodstock (peace and love) and 9/11 (fear and terror), or it can last a few months like optimism around the recently concluded Winter Olympics. 

Regardless how long it lasts it shapes how we see the world and how we experience our environment. It even shapes the way brands connect with consumers. Today we’re in the middle of a new cultural context born directly from social media. This new context is envy, one of the most insidious of all the Seven Deadly Sins.

When you search “social media makes me feel,” the auto fill results include: like a loser, bad, inadequate, lonely, jealous, unpopular, depressed. You get similar results when you search Snapchat, Facebook or Instagram “makes me feel . . .” It wasn’t supposed to be this way. Social media was supposed to connect the world and make it a happier place.

Facebook’s mission in 2008 was to help you connect and share with the people in your life. In 2018 its mission has evolved to“Give people the power to build community and bring the world closer together.” This is a wonderful and inspirational mission. It’s magical.


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March 26, 2018