The Business of Virtuosity
Things that fall under the purview of ‘woo woo’ are popular right now, and you have probably encountered more popular interest in things like astrology, crystals, and spiritual beliefs that are akin to ‘The Secret.’
A recent study of millennials and Gen Z participants conducted by Vice states that: “80% of those surveyed said they have a sense of spirituality and believe in some sort of cosmic power.” The shift toward this culture of self-empowerment could perhaps be correlated to the search for more purposeful living within a 24/7 ‘always on’ culture.
However, as always, advertisers and marketers will do what they can to muster those connections they so desperately seek with young people despite the movement acting, it seems, as a rebellion to the very thing that marketers are pushing in the first place.
Despite this, as “digital natives” it isn’t an option to disconnect completely and instead we see trends towards online resources that aid in the nurturing of soul and wellbeing such as To Be Magnetic and Headspace.
What’s more stirring is the appearance of these trends in campaigns from big corporations such as NAB’s most recent, ‘More Than Money’ which uses the power of mindfulness and manifestation to appeal to their audience. The assumption is right according to the Vice study which says that 54 percent of participants said they are looking to connect with brands that enhance their spirit and soul, while 77 percent said they want to buy from brands that align with their values.
Burn some palo santo and take a moment. What does your brand do to better the world and the people in it?
