Global Awakening — Spirituality as a Marketing Strategy

Everything that works.

When it comes to design communication, it is hopefully about problem solving along human- or more precisely ‘life-centered’ needs.

In 2012, I published an article that outlines the creative and economic potential of solving social problems by companies. This approach offers an opportunity to demonstrate the core competences authentically, rather than just claiming it. Especially regarding the background not only to do good and tell everybody, but to be observed under the eyes of society.

In times of social media this still applies. But from my point of view a cultural transformation is happening.

Let go

Thus, optimization and meaningful creation shifts from the collective to the individual.

I want to capture this observation along blossoming attitudes such as mindfulness and self-fulfillment. Therefore, it is about directing the resource attention (back) to oneself. Consequently, accompanying appearances such as basic income, crowdfunding, meditation, coaching, co-working, slow food, etc. continue to increase – which is delightful!

With this new freedom it appears to be comprehensible that the aversion to technology and digital presence increases – such as addictions and dependencies in general. In addition, the dissolving of social platforms or the call for decentralized forms of technology is a logical consequence as well.

The progress of digital transformation regarding processes and structures is not a contradiction in this manner – as long as a ‘life-centered’ approach exists.

Which role do companies play in this?
What kind of problems need to be solved?
And what does this all have to do with spirituality?

The opportunity for companies lies in helping people to achieve their own individual goals. Or at least to inspire them what these even are – far from status or income. Being aware of it for yourself as a company is a precondition of course ;)

To get into the right mood, it is about purpose – the light that calls you to follow.

The fact that companies use to maintain an ideal image, that persuades people to identify with, serves a trained phasing that is based on comparison. Neither education nor politics have any interest or, let’s say, the resources to promote the birth-given uniqueness. Although precisely there lies the inexhaustible (economic) potential – even or especially within the alleged flaw. Companies however own next to resources (data richness, specialists and power) hopefully also an interest to care about a sincere relationship.

From ‘Kill your ego’ to ‘You are not your thoughts’ as well as ‘We are all one’.

How could the development of this potential succeed regarding this background? By welcoming a spiritual attitude and transmitting it in your communication. For instance focusing on the perspective of positivity, flipping fears into hope, encouraging for “doing” and self-love.

The whole is greater than the sum of its parts.

Sadly, the scary marketing-demon is still spooking around, claiming that satisfied people do not consume. But what does consumption even mean, if possession, which from a spiritual perspective possesses you, steadily loses its meaning? The benefit is relevant and will be intercepted by disciplines like designing services for instance.

In order to develop desirable markets or improve existing ones, it is important to create (communication) solutions that encourages people to be satisfied with themselves — or, once again, fulfill their own individual goals. Why? Because that creates engagement – along a new sense of a we-feeling.

Awake or remember,
Anton

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