Isyana Sarasvati’s media gaffe will give you old people some insight towards “millenial behavior”.
First of all…
Okay. Now that I’ve checked one thing off my bucket list (which is “Reference a forgotten Hollywood thing that happened in a Medium post”) is out of the way. Let’s get to some real talk about Isyana Sarasvati’s recent media gaffe.
Having your company endorsed by a celebrity carries much more risk in the millennial age. Nowadays, “brand” has increasingly become a personal and social thing, in addition of it being a transactional and professional thing. It’s not that it’s harder to buy endorsements to celebrities nowadays (not that I would know, I have neither a company to endorse nor an endorsement to sell). It’s just that it’s harder for that endorsement to be taken to heart by the endorser. Especially if that endorser turns out to be a millennial.
Wealth and security isn’t as important of a value as it used to be. What’s increasingly becoming a more prioritised value is to be comfortable with one’s own self. This rings true in particular with millennials.
Now, now, I’m not saying that millennials want to be living in poverty. And yeah, okay, okay, I see you there shaking your head. “I’m a millennial, and I WANT TO BE GODDAMN RICH” you inwardly say to your computer (or phone, or tablet, or phablet) screen. And yeah, that is a good point.
But, that being said, there is a growing trend that wealth, on its own, is not something that a millennial thinks s/he needs to maximise. Rather than being the goal of a millennial’s life, it is becoming a means to the goal. What is the goal for these millennials, then, you ask?
You guessed it. Personal brand.
Now, to explain what is personal brand is a whole Medium post by itself. So I’d less-than-gracefully skip over that part and just tell you this:
Personal brand is what makes us comfortable with ourselves.
So, in essence, personal brand can vary greatly person-to-person. Personal brand is essentially the thing that makes us proud of ourselves whenever we look at ourselves in the mirror (or, since we’re millenials, our phone screen via the front camera of our phones). It can be the impact you’re making by being a Doctor Without Borders, it can be your startup that you build, it can be your blog on Medium (*self-blushing), your job, favourite football club, whatever. It can also be your wealth.
Though that being said, you’d probably prefer to be Elon Musk kinda-rich rather than the Scrooge McDuck kinda-rich (shit, millennials won’t get that reference I bet).
So what does all this shit have to do with Isyana and her hilarious blunder?
It’s that for you to be in touch with your personal brand, you can’t afford to not be honest. Honest about your thoughts, and also your preferences. And yeah, she’s just a girl that uses (allegedly) an iPhone and doesn’t like to buy stuff online. Honestly, there is little that is wrong with that.
Yes, she is also a girl that got paid a ton of money from a company that don’t want you to use an iPhone and another company that would like you to get over your e-commerceophobia, but she, like most of millennials, aspires to a personal brand. And she wants to be in touch with it somehow. You know, like all of us do.
Of course this doesn’t mean that her gaffe is intentional. That would mean she is acting unprofessionally, which is very hard to believe. It’s just that had she not been in touch with her personal brand, she’d be much better in lying about how she bought all her dresses and shoes and hair products from Tokopedia.
But, isn’t it hilarious?
It’s incredible that this happened to her at this time. I mean, she’s Isyana gosh-darned Sarasvati. Her face is on billboards everywhere. I can’t get thirty minutes on the radio without hearing her in one form or another. She is literally a pickup line that I use routinely on Tinder (with little success, but I doubt it’s her fault).
I think that her superhuman-esque stature nowadays really make people think she is, you know, superhuman, totally incapable of blips and oopsies every now and then. And of course super-humans doing human things is essentially 95% of the humor in the Marvel Cinematic Universe. So this whole ordeal for me has been utterly hilarious.
And sure, we can laugh about it all we want. Just realise that if you’re her age, you’d probably either 1) not do any better than how she did; or 2) hate yourself. And, no, you wouldn’t want 2).
If you find this writing interesting and worth sharing, kindly click the green heart below as a token of support. It will be greatly appreciated, and will take me one step closer to going on a date with Isyana Sarasvati*.
*Although, come to think of it, it would take less steps for me to walk on the moon, but hey at least I’m stepping.