Spin, hype, smoke & mirrors. Stripped.

If a Martian wanted to get a speedy snapshot on humankind, the smartest place to start would be in the echo chamber of our brilliant, projected humanity — the global communications satellites.

But if said Martian tapped into our global communications satellites right now they could be forgiven for thinking that the billions of screens around us simply operate like some highly integrated global music-animal-mobile of musical loops, flashing images and brightly coloured shapes for the human species to stare and point at — a sort of multi-screen calming system for when our species gets a little overwhelmed by the task of simply existing.

Every channel is full of brightly coloured shiny things to have and do, with human perfection always but one more click and digital transaction away.

Said Martian would see a value system that seems to prize shiny and increasingly unnecessary things of decreasing functionality and real value over those human actions, tools, beliefs and behaviours that might help the human race to evolve and thrive.

And they’d see this value system being trained into every human creature from the year dot. (Designer baby onesie anyone? Gucci Gucci goo!)

Many brands and product manufacturers see gold in our addiction to things that prop up our fragile egos. Bigger car. Bigger house. Flawless food. Perfect holidays. Trending clothes. Perfect Facebook lives lived on broadcast.

And, as a highly evolved imaginary being with exceptional intellect and a cold eye on what’s good and what’s not in cosmic evolutionary terms, the Martian would probably ascertain that it’s all kind of screwed, to use a local planetary vernacular.

Consumer product businesses and their Advertisers didn’t invent the human need to assert ourselves over each other intellectually, materially, socially and physically. But they sure as hell learned to monopolise and manipulate our human genetic need to prevail and assert ourselves over our peers to their own profitable ends. The gene pool imperative is a god-send to every advertiser with money to make and stuff to sell.

That’s why an extraordinary amount of the cost of delivering a product or service to market (up to 50% in some cases) lies in the development of a piece of emotional and psychological arm-twisting to make us want and buy one version of something over another — and a whole load of ‘marketing’ to build that myth.

Phones, energy, property, clothes, food, cars, holidays. Every product and service sector is playing the same game with us. And winning. (That a large number of payday loans are taken out to cover the monthly costs of heating and electricity bills is a crime.)

So said Martian would quite rightly see our current status quo as being built upon a cruel insight — that the ‘marketplace’ of humanity is required to be inhuman.

And they’d be right.

We willingly accept and submit to a relentless and toxic tyranny that pressures us to buy stuff we don’t need with money we don’t have. We have lost the ability to find meaning within our means anymore. And we all seem to become complicit — supporting an ever expanding catalogue of consumable madness across 5 credit cards just to feel like we have any self-worth whatsoever.

So what’s that got to do with Insurance and the price of fish?

Well, in the world of Insurance alone, this inability to find meaning within our means is exacerbated by a sales and propaganda machine — designed to seemingly offer Insurance nirvana while offering products that do not always seem to place the customer’s needs first.

In this way, communications is becoming the unkind and unfair advantage of the profiteering few — and the insurance sector seems little different.

Well, at Kinsu, we’re kind of done with it.

At Kinsu, we want to try and break this model by re-appropriating some of the cost of acquisition dollars in collaboration with our partner charity Humankind.

And the model is simple.

HumanKind, our charity partner will promote Kinsu to their community — a community that shares our values and also believes we’d all be better off stripping back the hype, bells and whistles of consumerism — and just deliver something good and valuable that benefits people — something people need, like and can afford without a pay-day loan!

Kinsu will take some of the monies we would have otherwise spent advertising on the usual suspects — data -shrewd search platforms and profit-focused social networks, and the traditional commercial TV channels — and feed it into communities seeking to do good and live better through Humankind’s network.

Who knows. It might fail miserably.

The screen-age generations may be so entrenched in the old model that they just don’t want to change it. But we have to try.

Why? Because if this works it could become a model not just for Kinsu but for wider more conscious distribution. It could help to cleanse our media of infantile messaging, promote authenticity and encourage and facilitate everyone doing the right thing.

This is a revolution rooted in burning down the house of the broken model and doing it in a way that is better and smarter where everyone wins — no losers; no victims.

If we strip away all the oversell and manipulation, all that’s left is smiles, love, Kinsu and Fugees.