Are you misleading with intention?
Felicity PR: Inspiring Communications
We help wellbeing brands market well. Our virtual business model enables clients to invest in brains, not bricks.
Are you misleading with intention?
A recent article in the Globe and Mail by Nathalie Atkinson questioned our culture’s new use of the word “intentional.” She shone a spotlight on how marketers are using it to emphasize the impact of their products and services on people’s mindfulness, productivity and wellbeing. The desire is certainly there, as most of us are desperate for a bit of balance while our society seeks to cope with complete overwhelm. In fact, more than half of Canadians report “overload” associated with their many roles,?according to the Canadian Mental Health Association. But what happens if what you’re selling doesn’t truly make your consumer more mindful or productive? Could it be possible that you are unintentionally adding excess baggage to our already-overburdened minds??
In other news, consumer values are shifting towards diversity, authenticity and connection, according to the latest trend report from Facebook IQ. To that, we ask: what if consumers are authentically overwhelmed with just one more thing to be intentional about??
This issue of MarketWell is all about intention and attention. How can you strike a balance between building an emotional connection with your consumers, without adding to intention overload?
Read on for some ideas and insight.
Wellbeing from around the web
‘Intentional shopping’ makes products seem life-changing, when they might just be anxiety-inducing
“In the cult of productivity where every moment (and product) must count, intentional purchases feed into the compulsive need to get stuff done,” reads the description of this article from the Globe and Mail. Consumers don’t need any more pushes to feel productive or anxious.?
Image:?Ksenia Chernaya
Culture Rising: 2022 Trends Report
The latest trend report from Facebook IQ is full of interesting insights based on original research and social media analysis. It forecasts how people will “connect, create and consume in the next few years,” and gives a good overview of how values are shifting.
领英推荐
Your authenticity during the Russian invasion on Ukraine
It’s hard to know what to say in person and online during upsetting and distressing times. Marketers have muddled their way through the pandemic, trying to find a balance between selling and support, and now we have a new crisis to navigate. It’s heartbreaking, scary and difficult to deal with on a personal level, let alone figuring out a corporate strategy.
We’ve compiled some resources that can help.?Read the guide.
We are saddened by the attacks on Ukraine and stand in solidarity with the citizens of the country. This month, we will be donating on behalf of our team, our clients, and our MarketWell readers, to the Canadian Red Cross, which is providing emergency assistance on the ground in Ukraine.
Feeling inspired??Share MarketWell?with fellow wellbeing marketers and we’ll make a donation?to the?Canadian Mental Health Association?(CMHA).
As the nationwide leader and champion for mental health, CMHA facilitates access to the resources people require to maintain and improve mental health. The work they are doing is even more important now, than ever.
To your wellbeing,?
Amy Laski
Founder and President
Felicity [Inspiring Communications]