According to the United Nations, a majority of the world’s population now resides in urban areas. The trend towards urbanization shows no signs of slowing, either. By 2050, two-thirds of the planet’s population will be urban. Urban areas are organically connecting into megaregions that don’t always respect existing political or natural boundaries. Marketing in megaregions demands that social and public sector marketers think in new ways about their markets.
Back in 2002 Peter Fisher, undersecretary of the U.S. Treasury, described the U.S. federal government as “an insurance company with an army.” After all, if you look at the federal budget, benefits and military spending take the vast majority of funds. Since much of the military focuses on supply chain and distribution, you can modified Fisher’s quote to describe the federal government as an insurance company and a logistics company.
“The roots of altruism and compassion are just as much as part of human nature as cruelty and violence, maybe even more so.”
When she was 19, Abigail Marsh was rescued by a stranger after a freeway car accident. She had swerved her car to avoid hitting a dog. Her car hit the dog anyway, fishtailed, spun until she was facing ongoing traffic in the inside lane, then died. A stranger ran across four lanes of traffic in the dark to help her. He got her car started and turned facing the right direction. Once Abigail was safe and able to be on her way, the stranger left. He never mentioned his name.
How can government policies lead the way towards an economy powered solely on renewable energy? Let me tell you a story.
This blog is premised on our social nature and our innate sense of fairness. Those impulses lead to the design, distribution, pricing and promotion of social goods, or marketing the social good. Trends in demographics and technology are pointing to a major change in our society where there are more people than jobs. As social beings concerned with fairness, should we institute a universal basic income for everyone, regardless of whether they work?
Here is an interesting notion for governing the commons–give natural areas the same legal standing as people.
New Zealand has converted Te Urewera from a national park to a person. Under the Te Urewera Act of 2014, the region is now recognized “a legal entity, and has all the rights, powers, duties, and liabilities of a legal person.”
New Zealand took this step to settle legal claims by the native Tuhoe for whom Te Urewera is their ancestral land and a living entity unto itself.
Lucky Iron Fish is a certified B Corp working to improve health around the world, starting in Cambodia. They’ve made a short video, with the help of Google, to tell their organization’s origin story. The video is a great two-minute organizational narrative example that uses the five parts of Joseph Campbell’s mythological story form to tell an compelling story:
Marketers often benchmark their goods and services against the competition. For countries, the main benchmark for nearly a century has been Gross Domestic Product, or GDP. The United States rules in GDP. While increasing GDP does correlate with some improvement in social conditions, it is purely an economic measure. As the measure of a country, a society, it’s narrow and incomplete.
Government needs to get its shit together and catch up.
That’s Helen Van Dyck, leader of the U.S. Digital Service. Her group works as a technology start-up within the federal government, applying the design and implementation approaches of Silicon Valley to disrupt the delivery of social goods for the better.