Regular readers of this blog may note a recurring theme in the discussion of where advertising seems to be going, based on changes in the media, the technology that accesses them, how we use both, and therefore – from a social and business perspective – how we interact with brands.
While it’s all a lot to handle at once, I would argue that we’re also better off for it. Progress and change is good, as long as it’s grounded in sustainability.
I don’t see anything wrong with consumers finally getting to hold businesses accountable and recalibrating the traditional balance of power. It’s good that our technology is moving us away from over-consumption of our scarce natural resources. It’s sustainable that an iPhone can replace 5 or 6 appliances in one sharp smack.
Don’t you think, overall, we’re getting it right?
Throughout human history there have been people who feared and decried the future. But things seem to be getting better. Constantly.
Personal accountability is up. We’re trying to even out discrimination based on colour, sexual orientation, age and religion. We’re giving up smoking. We’re eating healthier. We’re seeing more of the world, which is breaking down old cultural barriers and ignorance.
In the big picture, across every possible metric, from life expectancy and infant mortality, (these two seem to drive a lot of the imperative for change) to the efficiency of food production, to the amount of man-hours it takes to create the products we use…from the First World to developing nations, things are improving. We’re redressing the over-indulgence of recent human history.
Of course, it’s far from a perfect world. But isn’t change taking us in the right direction?