Wandering Thoughts of Scruples
It’s one of these days.
When I struggle with what I should or should not say on my blog. Yes, it’s my personal space but it’s public too. Given the profile of clients I handle and the work I do, some politically-correct behaviour is expected. Or is it that it’s paid for?
Sometimes, on a good day I think that I’m lucky to have some gift in what I do and what I get paid for. And wonder why god has not given others the same skill. I may not be musically gifted, am not the most creative brain, but have a good grasp of the big picture, seeing things from many angles and tying all the pieces together. That’s what we do as strategic planners. I don’t get involved in execution, don’t burn the midnite oil and don’t’ slave it on weekends (mostly) the way my colleagues do. Only because they have a mind for details and tactics, and I do not.
In the past 2 months I have been doing lots of planning for 2008 for a number of our clients. New strategies, new schemes, new angles. All very exciting. I actually, on most days, look forward to hiding in my loft-room-office, blasting the most sinister music and letting my mind go loose and wander off to new areas, challenging myself and the brand.
Some brands are gratifying experiences, like Johnson’s Natural Parenting. Wholesome idea of parents going back to nature, product being a very subtle proposition.
Other brands make my stomach churn. Some I simply hate, would never use (think “Supersize me!”), others find trivial. My biggest foe, however, the skincare whitening products have come staring in my face just yesterday. Big program. Big money. Big expectations. I have always had an issue with whitening products. They also happen to be a colossal skincare business in Asia. Thriving on the insecurities of Asian women associated with having dark skin = unsophisticated, not worthy, not beautiful. Resulting in girls going to ridiculous extremes, like health compromises resulting in for example chemical peeling or economical burden like spending 10% of your income on the hope of looking whiter. And all this done to build enough confidence to land a good job and a worthy boyfriend. I suddenly hear my ex-mother-in-law updating us; “Nice Indian girl, 2 degrees, overseas grad, good parents. But dark”. I grew up in a society which hires, promotes, loves and ignores people largely due to their skin colour.
See, when you know that the programs you devise impact the behaviour of thousands, or in China, millions of consumers, it makes you ponder.
Am I doing the right things?
My job is to invent reasons for people to re-think their system of believes, making them change their typical behaviour to do stuff we want them to do. We call it ‘aspire’, ‘convert’, ‘realise’. many times over things that we, as marketeers, know do not deliver the HOPE the consumer is paying for. I joke about it on most days. But not today.
My client asked me yesterday what do I use as my skincare regime. I told her I use X which is an inexpensive brand. She seemed surprised. She thought I would be in a more sophisticated category. I repeated my usual line: “Ever since I discovered I had a number of food allergies, I stopped eating eggs and wheat, my skin has drastically improved. No acne. No excessive oil. Oh, and the headaches are gone too.”
She looked at me, smiled, looked away and said “Well, you are one of the most sophisticated consumers then. You figured out the deepest secrets of the skincare industry. Good for you”.
Or is it?
On the way back to the office with Eric, my boss and work soulmate, I blurted out “We are in a bullshitting, conniving and manipulating industry”. He may not share my point of view.
Then I hear this annoying whisper in my ear “So what are you gonna do about it, Magda? Quit your job, give up the comfy life you lead, the industry recognision that fuels your ego, pushes you forward and largely builds your confidence? Are you ready to jump off the cliff and channel your talent and energy to fight the evil empire?”
Then the other whisper comes round and says “It all starts with a thought. It’s good to be angry sometimes. Anger can take you to new places.”
I do not know yet what places this anger will take me to. I’ve been reading a bit of Damai Lama’s stuff lately, which has brought some balance to my thoughts. Taking the middle-way is one such thing. So as for the bloody whitening products, I’m prepared to fight to introduce the small doses of ‘sophistication’ my client says I now possess.
“And for now let the whiskey sooth your soul” are the lyrics from the playing Cracker “Take me down to the infirmary”.
I submit.