New Persuasion

Plastic Bags are a Waste

Inhabitat had a great post this morning about declining plastic bag usage in Ireland...

Ireland plastic bag usage drops dramatically after plastic bag taxes are instated!

With all the recent bans on plastic bags around the world, it’s natural to wonder just how effective all the bag banning will be. Instead of simply enacting laws to phase out plastic bags - which seems like a wishy-washy attempt at most, Ireland has implemented a tax-based incentive to cut plastic bag useage — and it seems to be working wonders. Between the government tax on bags, an effective advertising campaign, and public support, plastic bag usage has dropped 94% in a matter of weeks.

I am so glad to see some of the new things being done to decrease the use of plastic bags around the world!  I know what a huge problem they have caused and continue to cause to our environment, and can't wait to see the types of things we will do in the U.S. to make a difference for ourselves.

We Are Not the Only Ones...

I discovered a very surprising article released by BBC News recently regarding the obesity epidemic around the world (below):

Overweight 'top world's hungry'

There are now more overweight people across the world than hungry ones, according to experts.

US professor Barry Popkin said all countries - both rich and poor - had failed to address the obesity boom.

He told the International Association of Agricultural Economists the number of overweight people had topped 1bn, compared with 800m undernourished.

Speaking at an Australian conference, he said changing diets and people doing less physical exercise was the cause.

Professor Popkin, from the University of North Carolina, said that the change had happened quickly as obesity was rapidly spreading, while hunger was slowly declining among the world's 6.5bn population.

The biggest increases are being seen in parts of Asia with certain populations more susceptible than others Professor Tony Barnett, of Birmingham University

He told the conference at the Gold Coast convention centre near Brisbane: "Obesity is the norm globally and under nutrition, while still important in a few countries and in targeted populations in many others, is no longer the dominant disease."

He said the "burden of obesity", with its related illnesses, was also shifting from the rich to the poor, not only in urban but in rural areas around the world.

China typified the changes, with a major shift in diet from cereals to animal products and vegetable oils accompanied by a decline in physical work, more motorised transport and more television viewing, he added.

And he urged governments to begin to develop better strategies to combat the problem.

He said food prices could be used to manipulate people's diets and tilt them towards healthier options.

"For instance, if we charge money for every calorie of soft drink and fruit drink that was consumed, people would consume less of it. "If we subsidise fruit and vegetable production, people would consume more of it and we would have a healthier diet."

And University of Minnesota's Professor Benjamin Senauer, who has compared lifestyles in the US, which has high obesity rates with Japan, which has low rates, agreed.

"The average Japanese household spends almost a quarter of its income on food compared to under 14% in the US."

'Cheap food'

While a direct tax on food in the US to reduce obesity would not be politically acceptable, agricultural subsidies which resulted in cheap food could be reduced, he added.

But he said other factors, such as exercise, also played an important role.

"Japanese cities are based on efficient public transport and walking. The average American commutes to work, drives to the supermarket and does as little walking as possible."

Professor Tony Barnett, head of the diabetes and obesity group at Birmingham University, said: "It is becoming increasingly clear that the number of overweight outnumbers the malnourished.

"What is also clear is that this is not just happening in developed countries, the developing world also has serious problems.

"The biggest increases are being seen in parts of Asia with certain populations more susceptible than others. If we do not get to grips with this, problems associated with obesity, such as diabetes and cardiovascular disease, are going to increase rapidly."

It is very shocking to know that although we see so much in the news about America when it comes to obesity and overweight citizens, other countries are having big problems too.  This is a serious problem with serious consequences to come...

Filter for Good

While doing some research this morning I came across a website representing a campaign called "Filter for Good."  According to the website,

Brita and Nalgene have partnered to present FilterForGood. Take the pledge to make a small change in your life that could be part of a big change nationwide.

If you're ready, take the pledge. Still not convinced? Learn the facts about why reducing bottled water waste is so important.

And, if you purchase a FilterForGood refillable bottle, you'll also be supporting the Blue Planet Run Foundation, a nonprofit organization working to provide safe drinking water to 200 million people for the rest of their lives by 2027. For every FilterForGood refillable bottle purchased between August 10th and December 31st, 2007, a donation of $4, up to a maximum of $25,000, will be made to the Blue Planet Run Foundation.

This site offers some really great statistics about why bottled water waste is a concern and what we can do as individuals to help the big picture.  This shows that our society is aware of the environmental issues gaining media attention as well as ways in which we can make a difference.  I think that emphasis on the environment is only going to become more and more important over the upcoming decades-- especially because of the continuous coverage of the impact humans have on global warming.  It is good to know that companies are teaming up to give us options as consumers without taking away the convenience element that we love.

How Big is Your FOODprint?

There was a great TreeHugger post last week about conflicting opinions and reducing your global economic footprint when it comes to food and meal habits.  Vegetarians often feel that they are doing the best possible job of reducing their global impact by avoiding all types of meat, but a study using the state of New York showed that this may not be true-- depending, of course, on where you live as well as other outside factors.

In New York, the diet combination with the smallest possible footprint includes portions of both dairy and meat products.  According to the post,

Cornell scientist Christian Peters is the lead author on the study showing that although a low-fat vegetarian diet has a much smaller footprint than a typical New Yorker, a little meat can go a long way in reducing the ecological footprint. By taking advantage of crop rotation and better land management strategies, grazing animals actually decrease the amount of land needed to obtain the same calories.

The recommended 'dose' for a sustainable small foodprint is to eat only about 2 oz cooked meat or eggs a day. A single serving of meat is often estimated to be about 3 oz, or the size of a deck of cards. (insert quick math calculation here) This, leaves you with eating about 2 servings of meat every 3 days.

It is great that someone took the time to research many different aspects of a person's ecological footprint and has calculated other options for people that love the taste and the health benefits of eating a diet which includes meat.  Americans are usually willing to make minor changes as opposed to major lifestyle alterations, and knowing that it's not necessary to completely cut out meat in order to do something good for our planet is a big step.  While we are becoming more aware of our surroundings and of the health of our planet, it is important to note that there is sometimes more than just one option to consider-- many of which are positive. 

Baby steps add up to big strides over time.

Firsts

Here at McGinn MS&L we find it important to keep track of the first time important things occur in our society.  These changes tell us a lot about things that may be surprising or even overdue, and are a great indication of where we stand.

Some recent firsts that are significantly important are:

Ø      On July 25, 1978, Louise Joy Brown, the world's first successful "test-tube" baby was born in Great Britain.

Ø      For the first time at least since World War II, there were more failed marriages than lasting ones at the 25-year mark: Slightly more than half of the men and women who got married in the late 1970s were separated or divorced -- or widowed -- before they reached their 25th anniversary.

Ø      The 2008 edition of “America’s Best Black Colleges” marks the first time U.S. News & World Report has released a stand-alone ranking of historically black colleges and universities.

Ø      John Edwards appeared in the first MySpace/ MTV candidate forum. The Democratic presidential hopeful was the first in a string of candidate dialogs planned by those two stalwarts of modern culture.

Ø      The number of violent crimes increased by a larger amount than expected last year, extending the first significant rise in murders and robberies in a dozen years.  Robberies surged by 7.2% and murders rose 1.8%.

Ø      The number of people living past 100 in England and Wales reached almost 9,000 last year for the first time ever.  The number of Centenarians had increased ninety-fold since 1911 when there were only 100 total in the country.

What does this all mean?  Well, advances in technology have made things like the "test-tube baby" and the record number of Centenarians possible.  It also is the main factor behind the MySpace/ MTV political influence which signals a huge shift in society and the things that we emphasize as a nation.  Technology is changing everything about our world and we are taking notice.  It's great to see that we are taking advantage of our ability to communicate to mass audiences and political leaders are taking the time to speak to these audiences-- young and old.

The rise in the number of murders and robberies could be because of a larger issue, such as Hurricane Katrina or the terrorist attacks on September 11th.  We are starting to realize that we should stop and enjoy life, and how important is really is to remember that everyone is an individual with their appreciation for the world around them.  This could be the reason for the record number of failed marriages as people begin to explore what they find most important in life.  We are encouraging individuality and uniqueness, as well as embracing positive changes such as the first edition of U.S. News and World Report releasing a ranking specifically for the nations Black Colleges and Universities.

As new firsts emerge and these changes continue to become an integral part of the way we live, it's important to just stop and take in these shifts before years go by and we never even realize they occurred.

Luxury in the Dorm

This past weekend I had the occasion to visit a dorm at George Washington University.  I hadn't been in a dorm in years and was shocked at how nice it was.  Each room in this particular dorm had its own kitchenette and bathroom.  Some rooms have their own washer and dryer.  Apparently, this is the norm.  When I was in college we were crammed into tiny rooms with no amenities and  sharing a bathroom with 6 other girls was the norm.  We shared the laundry room with the entire dorm. 

Apparently, today's college students have grown up with certain standards and aren't going to lower them just because they are in college and away from the comforts of home.  In fact, they expect those comforts to follow them there.  When deciding where to go to college, dorms and dining halls play as much a part as do the classes and football team.

A recent article in the LA Times studied this trend:

Back-to-school shoppers will spend $5.4 billion this year, a figure that has nearly doubled since 2003, according to the National Retail Federation. On average, about $1,500 of that will come from each freshman gearing up for life in a residence hall that is nicer than most parents  ever imagined.

The trend toward the four-star dorm is a convergence of several factors: a generation of
students who have grown up sharing neither the bedroom nor the bathroom with siblings, parents who are accustomed to high tuition costs and don't object to paying a few hundred more per month for better accommodations, and universities competing for enrollment and using posh new residence halls as marketing tools.

Callaway Villas, in College Station next to Texas A&M, is a gated ACC complex of three-story town houses plus a 16,000-square-foot clubhouse, a resort-style pool, basketball courts, a sand volleyball court and shuffleboard. Living units have faux-hardwood floors, ceiling fans and, for those light sleepers, white-noise generators.

Another trend that I find amazing is that more and more schools are furnishing dorms with
double beds!  An article in today's Washington Post explains:

University officials hoping to keep students on campus and compete with off-campus housing are trying new room designs and all manner of amenities to appeal to the millennial generation, especially those seeking the comforts of home while in school. Some have given single rooms to students not used to sharing. Others have offered maid service and microwaves. Now they're giving them a larger space on which to lay their heads.
At AU, the move toward double beds came after complaints by students that the twins were too small and too childish, said Rick Treter, director of residence life. When a dorm designed with suites of larger single bedrooms was built, the double beds were the ticket.

I think this is just another trend showing that luxury really is everywhere in society.  Gen Y
students have grown up expecting certain things and living quarters are no exception. They are not willing to compromise and expect college dorms to be no different than what they are used to.  Colleges have taken notice and in order to attract the best students, have outfitted dorms accordingly.  I can only imagine what they will think of next.

The Importance of Home

Ikea's latest advertising campaign features the tagline "Home is the most important place in the world...it's a place where holidays are celebrated, where friends and family meet to celebrate life's happiest moments."  They conducted a survey and found that:

     94 percent of us say home is the most important place in the world.   

The IKEA campaign goes on to say:

     IKEA believes that homes are not just made of bricks and mortar with four walls.  Home is an emotion - a feeling of security, safety, comfort, peace, about being yourself and being together with your loved ones. Home is the place where memories are made, relationships are built, where children and families grow together. IKEA believes that regardless of where you live or who you are, home is the most important place in the world.

This is a trend we've been seeing a lot of here at New Persuasion.  Over the past several years, and maybe because of 9/11, people are investing more money in their homes and spending more and  more time there. 

• In the U.S., about 2 million children are being homeschooled today, and that number is growing 7 to 15% each year.
• In 1992, 2 million Americans worked from home. Today, there are 24 million working from home.
• Ten years ago, four million women with young children were working outside the home. Today, that number is down to about three million.
• The average size of an American home has grown from 983 square feet in 1950 to 2,349 square feet in 2006.
• 17.5% of Adults currently engage in what the Census Bureau calls “cooking for fun."
• Movie attendance is down as people instead watch more movies from home.

What we used to have to leave home to do we can now easily do in the comforts of our own homes. We like the security and predictability of our own homes.  We have designed them to our  likes and dislikes and want to enjoy them.  There is so much chaos in the world outside of our homes that we will do what we can to avoid that chaos by staying home.   Anything that can add to the luxury and comfort of home will surely be a success.

Pollution Scares Me!

I was shocked by an article Science Daily released today regarding a huge number of human deaths around the world.  The article claims that "about 40 percent of deaths worldwide are caused by water, air and soil pollution." 

Other points specifically mentioned include:

• "Nearly half the world's people are crowded into urban areas, often without adequate sanitation, and are exposed to epidemics of such diseases as measles and flu.
• With 1.2 billion people lacking clean water, waterborne infections account for 80 percent of all infectious diseases. Increased water pollution creates breeding grounds for malaria-carrying mosquitoes, killing 1.2 million to 2.7 million people a year, and air pollution kills about 3 million people a year. Unsanitary living conditions account for more than 5 million deaths each year, of which more than half are children.
• Air pollution from smoke and various chemicals kills 3 million people a year. In the United States alone about 3 million tons of toxic chemicals are released into the environment -- contributing to cancer, birth defects, immune system defects and many other serious health problems.
• Soil is contaminated by many chemicals and pathogens, which are passed on to humans through direct contact or via food and water. Increased soil erosion worldwide not only results in more soil being blown but spreading of disease microbes and various toxins."

This is scary information.  I think that news like this is shocking but makes a lot of sense when you look at the raw facts.  The importance of clean water and air is huge.  We are beginning to realize the types of things we do to contribute to different kinds of pollution (buying bottled water, wasting gas by driving short distances, etc...) and are hopefully trying to slowly turn things around with baby steps.

You're Renting What?

Springwise had an interesting post today about a type of rental service that I've never heard of before.  It just seems to make sense. 

"German Lütte-Leihen came up with a solution [to the costly adventure of newborns growing out of their clothes every few months]: a layette rental service for a fixed fee per month. Parents can choose from different sets of onesies, pajamas and outerwear. The clothes are delivered by post (or by hand to Hamburg and its suburbs). Once babies grow out of a size, the set can be exchanged for the next size up, free of charge. Like NetFlix for baby clothes."

"Lütte-Leihen's 9 – 11 piece sets come in a limited range of neutral colors and patterns, and include everything from bodysuits and pajamas to socks and hats. Pricing ranges from EUR 17 – 26 per month, depending on which set is selected. The clothing may be used, but it’s in great condition; the items are only used for short while by each baby, and there's not much wear and tear in the first six months. Moreover, most of the clothing provided Lütte-Leihen is made from 100% organic cotton."

This seems like a service that so many people have needed at one point or another.  There are plenty of families that are not thrilled about spending money every few months to replace entire wardrobes for their babies, and this seems like the perfect way to always have the right size clothes on hand.  The trend of renting things-- from homes to pets to cars to clothes, is something that is more popular now than ever.  The practical aspect of services like this is something we have grown to appreciate.

Does This Diet Make my Footprint Look Smaller??

As an overachiever, I'm always looking for ways to make myself better.  I am constantly trying to plan for the future, figure out how to do the best I can in the moment, save money, take care of myself, be a good person, take care of others, and stay happy.  Sometimes this is a tough thing to accomplish without becoming stressed-- which can make me act like a different person.  It's like a vicious circle.

I think a lot of other people feel the same way I do.  We are all so busy and we feel that we have capabilities to fill roles that we couldn't fill in the past and are trying to take full advantage.  Technology has changed our lives and has made a lot of things easier-- but this doesn't mean we want to do less.  We always want more.  We want to accomplish more during our days but we also want more sleep.  We want to save money but we still want to spend it on luxury items we may not necessarily be able to afford.  We want to be successful at work but we still want family time.  We want huge homes but we don't get to spend time in them because we have to work so hard to be able to pay our mortgages.  Basically, we want everything. 

Because the environment has been a topic that has gotten lots of attention lately, and global warming is on a lot of our minds, the concept of carbon offsets has become big news to a lot of people.  When I think of carbon offsets I immediately think of travel by plane and the option of paying for carbon offsets from our flights-- that sort of thing.  Apparently, I need to think outside the box.  The Washington Times published a short piece on a unique diet coined by Laura Stec, a chef from San Francisco, who has created "The Global Warming Diet."

She realizes that food choice has a big effect on climate change and wrote a 250-page  book packed with vegetarian items, scientific claims from the United Nations and the Union of Concerned Scientists, as well as guides for "discussion" parties.  She says, "One of the most positive effects you can have on the environment begins on your dinner plate."

Here are some shocking statistics from the article:

• It takes 10 times more fossil fuel to produce a calorie of meat than a calorie of plant protein.
• Flatulent cows and methane-producing manure piles contribute to 18% of all greenhouse gases-- the equivalent of 33 million cars on the nation's roadways.
• 11 pounds of grain and 2,500 gallons of water go into making a hamburger.
• The average meal travels 1,500 miles to get to your dinner plate.
• Americans consume more than 1 billion pounds-- and 1 trillion calories of food each day.

The fact that our idea of a "diet" may not just revolve around losing weight, but also focus on the good of the environment is a good sign.  Cutting out meat altogether seems like an extreme move to me, but I would be willing to buy locally and make vegetarian meals every now and then.  We will probably see more of this type of thing in the future as more attention is paid to our world and the impact we have on our environment.  Making a few small changes is definitely doable, but I can't see myself hosting a "discussion party" anytime soon.

Loyalty, Nascar style

Nascar racing fans are a breed like no other, especially when it comes to supporting the sponsors of their favorite drivers.  Nascar drivers are much more dependent and loyal to their sponsors than other athletes are to their sponsors.

If Tiger Woods were to lose a sponsor, his golf game probably wouldn't be affected very much.  However, if a NASCAR driver loses his sponsor, there is the very real possibility he won’t be racing until a new sponsor steps in.

After a big victory, a Nascar driver will immediately thank his sponsor, whereas Tiger would probably thank friends and family first.

And because fans feel so connected to their favorite drivers, they want to support what he supports.

A recent article states:

Fans feel they owe the sponsor something for providing them with the sport they love.  "It's the same mechanism as if someone buys you a  beer at the bar.  There's also the impulse, you're going to buy one back."
There are sponsors emblazoned on every car, jersey and piece of equipment. Everything from the gasoline the drivers put into their tanks to the memorabilia sold in the stores has a sponsor's branding.Corporate sponsorship in NASCAR will reach $2.9 billion this year, a 5.5 percent increase over 2005, according to the Associated Press. Companies continue to see value in the sport, largely because fans keep flocking to the sponsors.

Outside the races, the companies cross-promote with other NASCAR sponsors in order to increase fan appeal. Home Depot teamed with fellow NASCAR sponsor Coca-Cola to create an orange Powerade flavor in honor of Stewart.

Another study showed that:

89% of NASCAR fans believe, “When I see a NASCAR logo on something, I know it will be a quality product.”  And fans are three times as likely to try and purchase NASCAR sponsors’ products and services than a non-fan.

Sponsors of other sports would love to have this fan base and this much support.  Even though athletes are paid millions of dollars in endorsements, very few seem to create the buzz that Nascar sponsors do.  Why do you think that is?

Did you Drink you Nutrients Today?

I don't think the American public will ever get sick of hearing about anything health-related.  We spend hours worrying about dying of cancer and getting mercury poisoning, and we often buy things that we hope will make us live longer and look younger.  Sometimes our priorities are completely off-kilter.

I was really interested when I saw that The Wall Street Journal had an article about getting your daily vitamins through drinking liquids like Propel Fitness Water, Vitaminwater or the new Coke Plus soda.  I feel that we as a nation are always interested in stuffing vitamins anywhere we can, and don't even flinch when we hear that consumers are willing to pay about $2.00 for a drink that may not even be as good for you as it wants you to think it is.

The article points out, "For example, each 8-ounce serving of passion-fruit-and-citrus-flavored SoBe Life Water has 10% of four types of B vitamins, considered essential to helping cells make and use energy.  But a bowl of breakfast cereal or a couple of slices of bread typically offer even more than that amount."

Drinks containing nutrients have more than tripled in volume growth in the United States-- compared with a growth rate of only 5% for the entire beverage industry.  It is important to note also that popular drinks like Life Water and Vitaminwater have about 125 calories per bottle, whereas sodas generally have over 150 calories per can or bottle.  Obviously drinking something with some nutritional value (instead of having a regular soda) is likely better for you, but so is taking a multivitamin with a tall glass of water.

The relief people get from doing something that makes them feel better about their choices is likely to be a driving force behind the popularity of vitamin drinks.  People know about healthy choices and could just as easily make small diet adjustments, but enjoy feeling trendy and doing something that is new and "healthy" without having to change their lifestyle.  I can see why parents would prefer to buy nutrient-fortified products for their children in lieu of soda or other sugary drinks, but I can't see why anyone (like CC Brunk-- mentioned in The Wall Street Journal article) would want to spend money to drink three bottles of Vitaminwater per day. 

I think this trend tells us that we are interested in taking care of ourselves and in being healthy.  It's definitely on our minds-- but obesity rates are definitely up.  We have good intentions, but, unfortunately, good health benefits usually don't come without a little bit more effort.  A part of me believes that if products like these had hit the shelves in the 70s or 80s, very few people would have considered spending money on them.  I guess timing is the key.

Straight from the Tap

We are bombarded with advertisements every single day.  We see ads when we walk around outside, when we read the newspaper, and when we watch TV.  It's a challenge now for advertisers to create ad campaigns we really notice that stand out in the crowd of thousands we are exposed to on a daily basis.

One ad campaign I found out about in Brandweek really surprised me: the new "Get your fill" campaign-- gloriously paid for by the taxpayers of New York City-- promotes tap water to residents and tourists.  Apparently, New York is one of only five U.S. cities that has a federal filtering waiver, yet, many children and adults have the preconceived notion that the city's water is not drinkable.  This may be partially due to the overexposure of people walking around with bottled water (which is still proving to be a very profitable business).  No matter what the cause, Mayor Bloomberg has taken notice and is doing all he can to change viewpoints.

The campaign will spend $700,000 and will post ads throughout the subway system, check-cashing stations and bus kiosks in hopes that use of city water will increase along with awareness. 

I know I have blogged a lot about water (especially bottled water or negative effects on the environment) and I most likely will continue to post articles or information in the future because water is so important.  Water is something that we as a nation often waste and take for granted, and I think the ad campaigns are a little obvious, yet, interesting.  I'm not sure that all taxpayers would agree that this is a good use of $700,000-- but the long-term effects could be worth it.  I think the fact Mayor Bloomberg even feels it's important to advertise tap water shows the way our societal viewpoint is shifting.  We are taking notice of the types of things we should focus more on as unit and are trying to come up with ways to get the word out.  We have realized that togetherness can pay off and that our environment is something that should be on the top of our priority list.

New Words in the Dictionary

  Merriam-Webster recently announced some of the 100 new words they've added to the newest edition of their collegiate dictionary.   If a word appears often enough in the mainstream press, and if they think it has staying power, then the editors there will define it and officially add it to the dictionary. 

So what's new?  Here's the list they released:

1. agnolotti
2. Bollywood
3. chaebol
4. crunk
5. DVR
6. flex-cuff
7. ginormous
8. gray literature
9. hardscape
10. IED
11. microgreen
12. nocebo
13. perfect storm
14. RPG
15. smackdown
16. snowboardcross
17. speed dating
18. sudoku
19. telenovela
20. viewshed

I confess that I've never heard of agnolotti, chaebol, flex-cuff, gray literature, hardscape, microgreen, nocebo and viewshed.  Seems like a lot of these words are basically from pop culture:  telenovela, crunk, Bollywood, speed dating, perfect storm, smackdown, sudoku, DVR.  These words seem so of the moment - yet they are understood by almost everyone in American society.  I guess only time will tell if they are merely historical words - to decribe an event or product or idea that has passed (crunk?) or whether they continue to be used far into the future (ginormous gets my vote).

Sweaters that tell us everything

One thing that we as consumers are beginning to appreciate is the concept of transparency.  We like to feel as if we can find out as much as possible about the products or services we chose to have in our lives, and we love when companies go out of their way to make this possible.

A great example of this is a Springwise post I found about "full provenance sweaters" from the Netherlands.  A company called Flocks by designer Christien Meindertsma gives out specific details to customers about the animal who provided wool for the products purchased.  Each item is tagged with an animal ID number as well as a certificate and picture.  You can even find out about the weight, breed, and birthplace of the sheep that made your sweater possible. 

Our priorities are changing and we are willing to pay a little bit more if we feel more in control of what we buy.  Technology is making it easier for us to feel connected and for us to understand the details that make products unique.  It will be interesting to see if this trend continues to maintain similar levels of popularity in the years to come.  While price seems to play the largest role in overall product selection, transparency often is a little detail that can make a big difference.

Too much of too much

If you asked Americans to describe their daily life in a single word, you would probably get answers such as “busy”, “stressful”, “rushed” or “saturated.” We are a nation of busy people who are constantly on the go and multi-tasking. We are inundated with more information and more choices than ever before. We are recipients of more types of media and media messages than ever before. In a typical day we text friends, email colleagues, surf the web, watch 100+ channels on our TV, listen to our iPod, watch TV on our iPod, plan our next vacation, choose among 30+ flavors of soda, sign our kids up for summer camp and Spanish lessons, compare bank rates online, and then realize we have no time to sleep or prepare dinner.

• A recent analysis of newspaper articles shows that this saturation is apparent every day in everything we do.
• We encounter traffic on our drive to work. New York City is attempting to reduce congestion by enacting legislation that would charge commuters into the city a fee. Suburban sprawl in India results in trains so crowded that 13 people die every day from getting hit by commuter trains.
• We go to the book store to buy a new book. How do we choose among the thousands of titles?
• Our children are involved in more after-school activities than ever. Three year olds are taking Chinese and newborns are on waiting lists for preschool. However, recent studies show that kids need more time for free play and family togetherness. How can we stop the madness and let kids be kids?
• DirectTV now lets you access 185 channels on your CAR’s video system. Do we need to be tuned in at all times?
• An email is no longer just a few quick sentences to confirm meeting plans. Emails now include large digital video clips, photos, PowerPoint presentations and spreadsheets. Yahoo now offers unlimited storage space for its users. Essentially, you never have to delete email ever again. Yet, these innovations are just too much for many people. They can’t keep up with all the email. Adding spam to the mix makes it that much worse. Some people have declared “email bankruptcy” in which they have deleted their entire inboxes and are discouraging friends and colleagues from emailing them.
• Coke and Pepsi together offer about 100 different carbonated beverages.
• 43% of working people claim they’d rather have an extra hour of sleep than an extra hour of free time. Only 26% of adults get the recommended 8 hours of sleep a night.

What does all of this mean for today’s society?

We have too much and too many choices. There is no escaping saturation and there is starting to be a backlash. People yearn for a simpler time and a simpler life. They want their kids to go outside and play in the backyard without worrying that Johnny won’t get into college because he played hide and seek one afternoon. We used to think we wanted it all and more. However, like the old adage “be careful what you wish for”, we’ve gotten it all and now want to get rid of it. There has been a large increase in activities reminiscent of a simpler time. We used to pay people to make our sweaters and now we want to knit them ourselves. We enjoy turning off the lights and eating dinner by candlelight. People daydream about going on vacation somewhere where their Blackberry and cell phone don’t work. With so much information out there to sort through, we are tired. We feel pressured to sort through all the options and make the best decision at all times. We feel we have to weigh all our options, make a decision and then keep searching for more. Satisfaction is no longer an option. Yet, now that we’ve seen all the options, it is hard to go back. We are instead filtering out irrelevant information and trying to focus on just what is important to us and our families and our everyday lives. That is still more than enough.

Personalize Everything for Us Please

The population mark in the United States recently topped 300 million. There are so many of us sharing similar goals and buying similar products. We commute to and from work and see other people with the exact same cars and the same routines we have each day. Sometimes we get tired of this and go to great lengths to make what we have different from what everyone else has. We love finding ways to make things our own and bring our unique styles to the forefront and enjoy standing out. We crave personalization in America.

From custom stamps to clothing to video games and popular websites which are based on the concept of customization like MySpace and Facebook, being able to create a space that is all your own is definitely catching on. And this isn’t something that just kids enjoy—adults are even more obsessed with personalization than kids are in some respects. Companies like Google, which created “iGoogle,” a personalized search homepage that has become the fastest-growing product by a number of new users have realized the importance of this trend. Apparently, about 9,000 iGoogle pages are created each day.

Advancements in technology have made it possible to bring the “make-it-yourself” trend to anyone with a computer and with time to spend. Lucasfilm posted 250 sections of “Star Wars” clips from 6 movies to the Internet for people to edit and rearrange in any order they like best. Fans can then add to or cut the clips and decide if they would like to post them to MySpace or a similar social-networking site. This gives everyone a chance to take their favorite clips and create something that is all their own. Everyone wins.

People who rely on us as customers have also started to take notice of our feelings about personalization. Comedian Jim Gaffigan promised to stay at Blumenthal Performing Arts Center after his stand-up performance until he met everyone who was interested in meeting him. He has kept this same promise every evening after each of his shows on his 30-city concert tour. His connection with his fans on a personal level creates an environment that everyone is happy to be in.

Consumers and businesses see the appeal of personalized products and services and are doing what they can to keep up with competition and create new and innovative ideas that will surprise us. We love anything that will make our lives easier, create shortcuts for tasks and responsibilities that we already have, and represent us as individuals.

Sleep is Serious Business

Consider some statistics about sleep - or lack thereof:

25% of Americans take some type of medication every year to help them sleep   National Sleep Foundation

• 23 % of partnered adults frequently sleep solo because of their loved one’s snoring, kicking or other sleep problem.   National Sleep Foundation

One child in 500 took a pill to fall asleep in 2004. www.medco.com

• Since 2000, the market value of the wholesale mattress industry has increased nearly 40%, climbing to $6.4 billion in 2005.  Associated Press, 3/8/07

Premium-priced mattresses — those costing more than $1,000 —
were 21% of sales in 2005, the latest data available, up from 14% in 2000.  Associated Press, 3/8/07

Some hotels now offer pillow menus.

Nationwide, there are now 1,106 accredited sleep centers, up from 374 a decade ago.  McClatchey Newspapers, 3/4/07

An overnight sleep study costs $800 to $2,400.  McClatchey Newspapers, 3/4/07

This from Business 2.0:  "Sleep is the new sex, it's said, with Ambien filling in for Viagra. (No surprise that drug companies raked in nearly $3 billion last year on 43 million prescriptions for sleeping pills.)  The economic toll of all this tossing and turning is $50 billion in lost productivity and $16 billion in health-care costs, according to the National Institutes of Health."

What's going on here?  It's fairly obvious that we value sleep enormously.  Lack of sleep has become a health issue.  We are willing to pay lots of money for anything- be it bed, pillows, pills, surgery - that will help us sleep.

Is it the wired life keeping us up at night?  Is it our minds still racing from our busy days?  Is it worry, anxiety?  And what about our children - what's keeping them from sleeping? 

I don't know the answers, but with our aging population, expect the category of sleep aids to grow exponentially.

Flickr photo by jdreng

What Talledega Nights Reveals About our Society

From our New Persuasion Intern:  Megan Cifrino

Recently I was assigned to choose a movie I felt embodied our current 2000 decade. I chose Talladega Nights: The Ballad of Ricky Bobby.  The movie was released in August 2006 and starred the famously funny Will Ferrell.   For those of you who have not seen the movie, it is about dim-witted #1 NASCAR driver Ricky Bobby (Ferrell) who wins race after race due to his pact with his best friend and teammate Cal Naughton, Jr. (John C. Reilly).  When French Formula One driver (Sasha Baron Cohen) steps into the picture, Ricky's life crumbles.  The “dumb” humor that comes through in this film is what keeps us laughing so hard.  The raw, racist, sexist, ethnocentric and utterly ignorant humor is something we can all relate to.  Perhaps it has a little of us in every joke? Certainly not! But that’s your neighbor, your sister, your friend, your boss…

The movie exaggerates and pokes fun at several themes that are present in today’s American society.  We live in a material world where being successful is determined by money.  Ricky’s father in the movie is quoted, “It’s the fastest who gets paid…” 

Throughout the movie Ricky lives by his father’s memorable quote “If you ain’t first, you’re last.”  We live in a society where it is important to be the “winner.”  People are always looking for the fastest, easiest way to become rich and famous (American Idol, Top Chef, So You Think You Can Dance, America’s Got Talent).  During his career Ricky remains focused on winning, though sometimes that means neglecting his family, friends and his own safety.  This film wonders what is truly lasting when material gains fade away.

We live in a world where brand names mean everything and product placements and advertising infiltrates every aspect of our lives.  The movie exaggerates this and contains hundreds of today’s products throughout each scene.  One example in the movie is that one endorsement deal stipulates that Ricky mention POWERade at each race.  Another example is when Ricky runs out of room to place sponsor’s ads, he sells his windshield to Fig Newtons.  Essentially the film ridicules the extent to which society could potentially allow advertising to go.

The film also pokes fun at American “Macho” Culture and ignorance.  During the family dinner scene in the movie Ricky two unruly boys, Walker and Texas Ranger, yell and talk back to their grandfather.  Ricky’s wife says, “If we wanted us some wussies we would’ve named them Dr. Quinn and Medicine Woman, okay?” There are several other instances in the movie where the audience laughs due to the character’s extreme ignorance, such as when one of the young boys states the capitol of North Carolina is Washington D.C.   However, one 2006 survey found that more people could name the three American Idol judges than identify three first amendment rights. Guess not everyone’s as smart as they think they are.

Other jokes of the film brush on the topic of today’s growing technology.  We are in a decade of advancement and everyone is looking for the hot new item that they believe will improve their lives.  However the average American can’t keep up and is constantly baffled by several appliances.   A “confusion index” created by Forrester that puts the average consumer confusion at .277 on a 0-1 scale with 1 representing “extremely confused.”   Activities including adding memory to a digital camera and sending text messages from a mobile phone are among such daily activities.  Again the film pokes fun when Ricky says he believes with his income he can afford to live to be “245 or 300 years old with advances in technology.”   Also his buddy Cal is confused by how to use the hot tub and asks Ricky which buttons he should press and where. 

Our lives are becoming increasingly complicated. Maybe we need to all slow down a bit and focus on the more important aspects of our lives.  The film not only shows the transformation of Ricky’s life as he begins losing everyone and everything in his life but also the improvement in behavior and attitude in his children.  The movie centers on themes of self improvement, religion and character development.  Each year Americans purchase millions of books to make them slimmer, calmer, smarter, richer, and more attractive.  In recent years, personal growth as well as health and fitness have topped New Year's resolutions.  Slowly American’s are integrating the superficial aspects of life with what is truly lasting and important, their self worth, health and character.
A New York Times review by A.O. Scott summed the movie up with this quote:

“As a cultural artifact, ‘Talladega Nights’ is both completely phony and, therefore, utterly authentic. Or, to put it differently: this movie is the real thing. It’s finger lickin’ good, it’s eatin’ good in the neighborhood. It’s the king of beers. It’s Wonder Bread.”

Size Matters at Home and at Work

The National Association of Home Builders reports that over the years the average size our homes have gotten bigger and bigger:

1950     983 sq. ft.

1970    1500 sq ft.

1990     2080 sq ft

2006     2349 sq ft

While at the same time,  the International Facility Management Association, tells us that the average size of our offices has gone down:

"In 1987, the space allocated to an executive office was an average of 291 square feet; today [2006] that figure is down to 241. That size sounds lavish compared to today’s senior professional, who must make do with about 98 square feet, or the call center employee who is typically assigned around 50. Predictably, the vast majority of workers toil in cubicles (59 percent), while 7 percent work in open areas with no partitions. Surprisingly, only 34 percent have private offices."

Seems individual office space keeps going down, but collaborative office space is going up.  Why?  Well, managers are encouraging teamwork.  The other reality is that as office grow smaller, office workers have to have somewhere to meet  - hence more conference & meeting rooms.

So what do these two things together mean? 

For one, we can't expect much privacy at work.  We can't relax and veg out at work - someone will see us.  Many of us feel cramped at work.  Is it any wonder that SACS Consulting, a human resources consulting firm in Ohio, has reported that confrontations between employees have been on the rise over the last 10 years. (via New York Times, 4/15/07) 

And home?  It's our refuge.  Our oasis.  Space to think, space to do nothing or everything.  No wonder more and more of us would love to work at home. 

Small Changes Can Make a Big Difference

Everyone knows that kids are easily persuaded.  It doesn't take a rocket scientist to figure this out, and people that may or may not be parents already know this.  It seems like the last people to realize this are companies which market to kids.  Actually, it makes more sense to say that companies know everything there is to know about the young consumer market.  They just use what they know in a different way than many nutritionists and parents would probably agree with. 

I think that in America we are always skeptical.  We always think that there is a catch and that we are going to be taken advantage of.  We question what we read and what we hear and what we see.  We are always wanting to do our own research and ask people we know for advice instead of trusting a salesperson with their own agenda.  Basically, we have huge trust issues.  I think this is semi-depressing-- but in the end, I'm okay with this because the only person that will always be around to look out for me is...me. 

The New York Times did a great piece on companies marketing food ads