Category: + Fairness

Making Kids Too Competitive?

5/15/2019

by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

Cutthroat Kitchen, The Amazing Race, The Voice—television viewership is one sign that our culture loves competition. However, adult obsessions often trickle down to the littlest in society: Now children are the main participants in contest programs like American Ninja Warrior Junior, which prompts the question: Is marketing making kids too competitive?

It’s been 19 years since CBS’s Survivor kicked off the ‘recent’ reality TV craze, which American Idol and other competition-based programs helped explode. If one considers gameshows, then people first watched competition television in 1938 with Spelling Bee and in 1941 with Truth or Consequences.

It could help at the onset to clarify concepts. Not all “reality TV” involves competition per se, e.g., Keeping up with the Kardashians. Likewise, there’s a broad range of competition TV, some of which is more real/organic, like Deadliest Catch, while other shows are more scripted, e.g., Family Feud.

For many years, adults have been the primary participants in these programs, but more recently that focus has shifted to series showcasing much younger competitors, for instance:

American Ninja Warrior Junior: Athletes in three age groups (9-10, 11-12, 13-14) race through extreme obstacles for a top prize of $15,000.

Chopped Junior: Young ‘chefs’ frantically prepare three courses for a panel of judges, with the chance to win $10,000.

Design Squad: “Contestants design whimsical machines in order to win an Intel college scholarship worth $10,000.”

Food Network Stars Kid: Children cook against each other with the hope of hosting their own cooking show.

Project Runway Junior: Clothing designers age 13 - 17 compete for a “full scholarship to the prestigious FIDM in California; a complete home sewing and crafting studio, plus, the dream machine, all courtesy of Brother; a feature in Seventeen Magazine; and a $25,000 cash prize, to help launch their line.”

So You Think You Can Dance–The Next Generation: Dancers from 8 to 13 years old leap, twirl, and wiggle to win a top prize of $250,000.

The Voice Kids: Young singers compete for prize money worth over $30,000, as well as a trip to Disneyland Paris.

This list is by no means comprehensive; there are many other kid-focused, competition-based television series, not to mention dozens featuring adult competitors, which begs the question: Are these shows telling children that life is all about winning?

Take even a brief look at plants and animals of the natural world and it’s easy to understand the old adages eat or be eaten and only the strongest survive. Life is competitive. However, we’re human beings. Aren’t we above winning at any cost? Shouldn’t we value cooperation over competition?

In her U.S. News & World Report article “How Toxic Competition Is Ruining Our Kids – and What to Do About It,” Katie Hurley identifies four outcomes of over-the-top competitiveness for children: fractured friendships, stress, burnout, and missing out on part of their childhood.

Kids are naturally wired to want to win. Anyone who’s played games with children, whether it’s checkers or chess, knows that you don’t have to tell them to dislike losing. In fact, many kids, even very young ones, loath defeat so much that they have a hard time dealing with not winning: Some throw tantrums or storm out of the room and sulk.

Is kid-focused competition TV fueling that destructive fire? Are these shows encouraging the next generation to exalt winning above all?

First, it’s important to support that competition is fundamentally a good thing. Yes, all life needs to be competitive to survive, but beyond perpetuating existence, competition teaches things like responding to adversity, avoiding complacency, and valuing hard work. And, when participating in a group, competition also can teach teamwork and communication.

It’s natural to think of competition in connection to sports, but the preceding benefits, as well as others, often accrue to individuals who engage in all types of competition, including academic ones.

The last three years, I’ve had the opportunity to involve teams of marketing students in a regional marketing plan competition. First, there’s a wealth of learning that occurs in the preparation process, getting ready to compete. Second, the knowledge that you’re competing against other schools, encourages everyone to ‘up their game.’ Third, you can learn from your competitors: seeing what they do well and emulating those best practices.

Whether it’s academics or sports, competition also is just plain fun, part of which is undoubtedly from the adrenaline rush—you’re on stage, being tested, while others watch. There’s also the pure ‘love of the game.’

Growing up, my favorite sport was basketball. Although, I enjoyed shooting around by myself, there was nothing like playing a game against others. In fact, besides playing on our high school team, I often arranged pick-up games with my peers. There were plenty of times I didn’t win, and I certainly didn’t like losing, but having the opportunity to play was always more important than the outcome. Win or lose, I could congratulate my opponents, telling them “good game” and suggesting “let’s play again sometime.”

Continuing with sports examples, it’s unlikely that just watching competition, live or on TV, does much to make a person more competitive. For instance, there are plenty of older sports spectators sitting on couches who may be passionate about their favorite teams, but they don’t exhibit any signs of becoming more competitive.

On the other hand, younger people are probably more prone to watch competitions they enjoy and want to participate in them, provided they have the requisite skills. It’s really what happens after joining ‘the game’ that makes a person more or less competitive.

In the same “Toxic Competition” article referenced above, Hurley describes how most often super-competitive kids are products of overzealous parents, pushing their offspring too hard to achieve. Most of us who have been around kids’ sports or similar competitive endeavors can relate: It’s really not the kids who are too competitive; it’s their parents.

I haven’t seen all of the kid-focused competition TV programs listed above, but I have watched some of them. From what I’ve witnessed, the shows model healthy competition, e.g., the children are not placed under inordinate amounts of stress, they are frequently praised for their efforts, and any criticism they receive is constructive. The shows also present positive reactions to the outcomes, highlighting both humble winners and gracious losers.

Like most human behaviors, there are probably many factors that contribute to kids’ competitiveness. It’s unlikely, though, that competition TV causes children to espouse winning at any cost. Rather, most of these programs model healthy competition for kids. As such, the shows also represent “Mindful Marketing.”

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Walmart Says Goodbye to Greeters

5/3/2019

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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

When you walk into a Walmart this month, you won’t see someone who’s been a fixture at the front of its stores for decades—the greeter. The world’s largest retailer’s decision to eliminate the iconic position quickly drew harsh criticism, which seemed to take the company by surprise and has made many wonder: Was Walmart right to send loyal employees into unemployment?

In mid-February this year, the big box retailer informed employees that effective April 26, the greeter role would be replaced by an expanded “customer host” position, requiring a greater range of job skills and physical demands like being able “to lift 25-pound (11-kilogram) packages, climb ladders and stand for long periods.”

Those who have worked in organizations for any significant time know it’s not unusual for positions to be added, deleted, and changed. What’s different about Walmart’s move is that its 1.5 million U.S. associates make it the nation’s largest private employer, and many of those who have filled the greeter role have been people with disabilities.

Given that unique employment impact, it’s understandable that many have not liked the change. Fred Wirth, whose son Joe uses a wheelchair and who worked as a Walmart greeter before losing his job, claimed the company’s plan was “just a systematic way of getting rid of all the disabled people.”

Could Wirth’s claim be true? Is the world’s largest retailer intentionally trying to displace workers with disabilities?

To answer that question, it’s helpful to understand the legal context for any such agenda. Title I of the American’s with Disabilities Act “prohibits covered employers from discriminating against people with disabilities in all employment-related activities, including hiring, pay, benefits, firing and promotions.”

Organizations aren’t expected to employ people who cannot perform the functions of a job. However, firms are required to provide “reasonable accommodation” for individuals with disabilities. For instance, a company could modify the height of a service desk in order to allow an individual in a wheelchair to more comfortably interact with customers.

To its credit, Walmart has tried to transition disabled greeters into different positions and otherwise accommodate them. It began to do so in 2015, when it started a pilot program that introduced the customer host position, who not only greets customers but also keeps the entrances safe and clean, assists with returns, and checks receipts as needed. During this program, the company claims it was able to help 80% of affected associates find new positions, many involving promotions.

Greg Foran, president and CEO of Walmart's U.S. stores, says that it’s the company’s goal to offer “appropriate accommodations that will enable these associates to continue in other roles with their store.” For instance, the company was able to offer jobs in self-checkout to three longtime greeters, all of whom have cerebral palsy.

Unfortunately, not every former greeter could be reasonably accommodated or had skills that would readily translate to other work. For these reasons, Walmart has extended the 60 day transition period in order to allow extra time for greeters with disabilities to find other jobs within the company.

Besides what seems to be a good faith effort to continue to employ individuals with disabilities, it’s worth noting that Walmart historically has been one of few employers to actively hire people with disabilities. It’s easy to criticize Walmart for its recent move away from greeters, but how many associates with disabilities do we see working in Target or most other retailers?

It’s also important to recognize retail’s great state of flux. The sector has become extremely competitive, largely due to e-commerce and online giant Amazon, which has helped precipitate store closings for some of the greatest retailers ever, e.g., Sears, Kmart, and Toys R Us.

Furthermore, when consumers do shop in-store, they are increasingly greeted by touchscreen kiosks and self-checkouts, not people. The grocery store where our family shops has a robot, rather than a person, roaming the floors to look for spills and dropped products.

Most of these technological advancements are driven by firms’ desires for greater efficiency and effectiveness. There also are times for most of us when it’s just easier to deal with a machine than a person. Nothing against bank tellers, but most people probably prefer to get cash from an ATM and to have funds deposited electronically into their accounts.

In the digital age, most people also probably don’t care about being greeted as soon as they enter a big box retailer. For some, it may even be a turn-off.

One of the greatest gifts any of us can be given is a job, but employment should be more than biding time to get a paycheck. Work should be meaningful to the person doing it, as well as to the company paying for it and to others ‘consuming’ it. The position of Walmart store greeter once served a more useful purpose, but it has outlived its useful life.

You probably wouldn’t want to sit or stand in the same place, day after day, repeating over and over, “Welcome to Walmart” to largely apathetic passersby. I wouldn’t. Most people, including individuals with disabilities, are capable of much more.

Even certain advocates for the disabled have applauded Walmart’s efforts to transition greeters to other positions. For instance, senior disability specialist at National Disability Rights Network Cheryl-Bates-Harris says, “Walmart is now opening the door to actually help individuals realize their full employment potential.”

So, it’s very unlikely that Walmart is intentionally trying to displace disabled workers. More likely, it wants to remain viable in a fiercely competitive retail arena, which will, in turn, allow it to continue to employ millions of people, including those with disabilities.

Sometimes organizations need to make tough decisions that negatively impact certain people in the short-run. However, offering meaningful work that provides valuable service to others in the long-run equals “Mindful Marketing.”

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Preying on Older People

4/5/2019

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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

As I chatted with prospective students and their parents at a luncheon in our college’s cafeteria, I suspected that something wasn’t going well for one of the families. While others talked and laughed around the table, one mom seemed distracted, checking her phone and whispering with her daughter. Then suddenly she stood up, apologized for needing to make a call, and walked quickly from the room, leaving us to wonder what was wrong.

Sometime later, she returned to the table with a look of relief. After others left, she told me what had happened. Her own mother, a senior citizen, had received a ‘distressed’ phone call from someone claiming to be her grandson, who said he was sick and needed money. Confused but ready to act, the grandmother called and left messages for her son and for her daughter, the mom at our table, who fortunately was able to explain to her mother that someone was trying to trick her.

I told the mom I was very sorry to hear what had happened and was glad she was able to intervene. I also said I could empathize because the same thing had happened to my mother just a couple of years before! Then the real irony of the situation hit me. Here was a family, attending a luncheon to talk with a professor about marketing, all while they became the victims of a ‘telemarketing scam.’ How could their college visit and any interest in marketing be redeemed?

People do some terrible things under the auspices of “marketing.” Granted, most people are probably quick to differentiate this type of telephone scam from any legitimate business; still, these calls and others involving more or less manipulation form a continuum that many likely lump together as telemarketing. Allow me to paint a picture of that spectrum as I see it, then I’ll return to the targeting the older consumers.

On one end of the scale, call it the left, are calls like the one described above, or worse. Some extremely ruthless individuals conduct “virtual kidnappings” in which they contact victims by phone or social media messaging and pretend they have abducted one of their loved ones in order to collect a ransom. Kidnapping is illegal and considered immoral by most rational people, so it’s nonsensical to support it as legitimate business or valid telemarketing. The practice also involves blatant deception and coercion in that the perpetrators lie to their victims and exert pressure to try to force them to act.

On the opposite, or right, end of the continuum are examples like this one: Your bank calls to ask if you’d be interested in a home equity loan or a great rate on a certificate of deposit, etc. You may or may not appreciate such calls, but you do know your bank is a legitimate business that can follow through fairly on its offerings. Furthermore, if product descriptions are accurate and you don’t feel forced to accept them, there is no deception or coercion.

Occupying the middle of the spectrum are a variety of other phone calls with different degrees of deception or coercion. For instance, at our home we regularly receive calls “about our electric bill.” The voicemail messages are vague enough to make me wonder if they’re from our current utility provider, wanting to correct some kind of billing mistake. However, I realize it’s actually some other company, hoping to gain our business.

Those types of calls are probably not coercive, i.e., if I ever spoke with one of their representatives, I could freely choose whether or not to make a switch. The initial calls, however, are deceptive and, therefore, unethical, which is not a good way to begin a business relationship or any other relationship.

Also in the middle of the scale are calls that say your computer’s software is out of date or it memory is running low, etc. Most of us recognize that those claims are untrue and there’s no way such outsiders could know if they were. So, most people see through the deception, ignore the coercion, and dismiss the calls as scams. However, not everyone does.

Not as technologically savvy as those in the younger generations, many older folks are unsure if the supposed computer issues are real or how serious they may be. So, their relative lack of knowledge makes them more easily deceived. Furthermore, concern that something bad may happen to their computer can coerce them to take unneeded action. Fortunately, however, many senior citizens will first call one of their children, grandchildren, or other trusted individual and ask their advice.

Any of us can be duped about products/services that we don’t know well. For older individuals, there’s the added challenge of declining mental and physical faculties. Their minds often aren’t as sharp as they once were. They may not process information as quickly or remember as many details, both of which can negatively affect their decision making.

In addition, declining physical skills further complicate decreased cognitive capabilities. As we age, our vision and hearing decline, which can prevent us from doing things like reading small print on product packages or catching every word a phone caller says. For these reasons older people are particularly vulnerable to illegitimate forms of telemarketing.

That last sentence and my earlier bank example point to my opinion that, despite the many bad examples, there are legitimate forms of telemarketing, namely ones that provide a fair value to consumers, that use honest communication, and that allow freedom in response, all while respecting individuals’ home lives. For instance, someone in need of extra money may appreciate a phone call from their bank informing or reminding them that it offers a good rate on home equity loans.

In contrast, telemarketing that’s fraudulent is against the law. Title 18 of U.S. Code § 1343 identifies such illegal activity as wire fraud, which involves any interstate or foreign commerce that uses electronic communication to gain “money or property by false or fraudulent pretenses, representations, or promises.” Using the phone to scam people is a “common example” of wire fraud. Those found guilty of wire fraud are subject to fines as high as $1 million and up to 30 years in prison.

However, fraudulent telemarketing is not just illegal, it’s also unethical. It’s deceptive to mislead others about who’s calling and the nature of the call. Similarly, it’s coercive to play on people’s emotions and/or to apply unnecessary time pressure in order to force quick action. It’s especially abhorrent to do those things to individuals who are more vulnerable to such tactics.

So, how did this professor try to help marketing save face with a family and young person considering a career in the field? I explained that such occurrences of coercion and deceit don't represent marketing's core tenet of mutually beneficial exchange. At the same time, such examples are good reminders that those of us in marketing need to work harder to distance such illegitimate behavior from proper practice of the discipline.

I also mentioned Mindful Marketing and the possibility of writing a piece related to the incident for the blog. We talked about more typical college visit items afterward, but as the family was leaving, the mom’s attention returned to the telemarketing scam, and she suggested it would be good if I’d write about those issues.

When Gallup presents its annual research about the honesty and ethical standards of various professions, telemarketers typically rank near the bottom of the results. There are legitimate forms of telemarketing, but phone scams aimed at our moms, grandmas, and other older people certainly aren’t among them. Given that these practices hurt those targeted and can land the perpetrators in jail, such schemes make it easy to call them “Mindless Marketing.”

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Paying with Your Personal Brand

3/23/2019

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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

It was shocking to hear the news: TV’s beloved “Aunt Becky” charged with fraud in “the biggest college admissions scam ever prosecuted in the U.S.” Most people understand that a business model based on bribery is wrong, but there’s another angle to this story that's relevant to each of us, as marketers of ourselves.

To summarize the scandal, Lori Loughlin, who played Rebecca Donaldson-Katsopolis on the classic ABC sitcom Full House and the Netflix sequel Fuller House, and starred in the Hallmark's When the Heart Calls, was one of fifty people implicated in the admissions scandal that also netted actress Felicity Huffman, known for her role in ABC’s Desperate Housewives. The mastermind of the manipulation was Rick Singer, CEO of The Key, which promised to help “the wealthiest families in the US” get their children into some of the country’s most prestigious colleges.

Many tutors, SAT prep courses, and other admissions aids honestly and legally help students improve their chances of acceptance to their preferred colleges. So, how did Singer run afoul of the law? He allegedly helped his clients’ children cheat on ACT and SAT tests, and he bribed college athletic department personnel so they would claim that certain students were recruits for their teams, even when some never played the sport in question.

However, perhaps the most devious thing Singer did was create “The Key Worldwide Foundation,” which was supposedly a charity that funded programs for underprivileged children in the U.S. and abroad. In reality, the Foundation served as a front for money-laundering, or a way for the wealthy to pay Singer who then channeled bribes to accomplices on college campus that included USC, Yale, and New York University, among other prestigious schools.

As someone who works in higher education, has one child who recently graduated from college, and has another who is currently making his college decision, the admissions scandal hit close to home. However, the scandal is even more unsettling to me as a marketer.

No, I’m not just talking about what Singer did. His bad decisions to build a business based on cheating and bribery and to operate a fake foundation were certainly appalling and surprising. What was even more amazing to me was the apparent ease in which he secured willing parties to the schemes, not just from the general population but from those representing high society and higher education—people who stereotypically ‘should know better.’

In addition to accomplished actresses Loughlin and Huffman, alleged scandal participants include an array of elite professionals from business, academia, and other fields. Some of the specific individuals implicated, along with their current or former positions, are:

Rudolph Meredith, head women’s soccer coach at Yale University
John Vandemoer, sailing coach at Stanford University
Igor Dvorskiy, director of West Hollywood College Preparatory School
Gordon Ernst, head tennis coach at Georgetown
Donna Heinel, a senior associate athletic director at USC
Jorge Salcedo, the head coach of UCLA men’s soccer
Gordon Caplan, New York attorney and co-chairman of the law firm Willkie Farr & Gallagher
Gregory Colburn, a radiation oncologist in Palo Alto
Robert Flaxman, chief executive and co-founder of Crown Realty & Development, and a Beverly Hills resident
Homayoun Zadeh, associate professor at USC’s Herman Ostrow School of Dentistry and director of the school’s Advanced Program in Periodontology

Why would so many smart and talented people risk their reputations and/or careers to associate with Singer. The motives were likely mixed. Of course, many of the participants were parents who may have been willing to do anything to see their children succeed. Those who accepted bribes, probably wanted the money. Some may have felt pressure to assist for the good of their institution. Maybe some saw or heard of others doing similar things and rationalized ‘there’s safety in numbers.’

Whatever the motive, I doubt that many of the participants, if any, seriously thought that they would get caught. If they did, they probably wouldn’t have participated. Instead, they operated under the delusion that what could be hidden from public view didn’t matter.

That misconception is one of the biggest fallacies of marketing, in general, and personal branding, specifically. In an article I wrote a couple of years ago, I aimed to debunk that myth by suggesting that a personal brand consists of three elements: character, competencies, and communication. I likened the first two components to the layers of a cake and the last one to its icing.

Some individuals erroneously act as if they can overcome flawed character and inferior skills by spreading on a thick layer of overly flattering or even disingenuous communication. Besides being dishonest, this approach only works for so long. Eventually cracks in ‘the cake’ show through the communication. Unfortunately for them and others impacted by their indiscretions, those involved in the college admissions scandal seemed to subscribe to this hollow approach to personal branding.

As I was writing this blog post, my wife shared with me some very sad news. A good friend of ours from early in our marriage had passed away suddenly at home, at the age of 58. Mark Sneff was someone who built his personal brand the right way. Even as he developed his competencies to rise to the top of the HR profession, his character exuded integrity. Mark also was uniquely gifted at communicating “the truth in love”: He could offer an honest critique that felt like a high compliment.

As the outpouring of fond remembrances on his LinkedIn page suggests, Mark was a widely loved individual who many held in high regard. I’m not sure he thought much about personal branding. I am very confident, though, that he never would have resorted to a ruse to advance the educations or careers of his two children, who he loved greatly. Interestingly, Mark was the first person I ever invited to speak to my college classes.

It’s so nice to know people who ‘market themselves’ the right way. The recent college admissions scandal should be a reminder that it only take a moment to destroy a personal brand that took decades to build. Unfortunately, that fact means that Loughlin and all who participated in Singer’s schemes, not only injured themselves and others, they’re also guilty of “Mindless Marketing.”

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How a Blind Marketing Student Sees a Smart Cane

3/8/2019

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by Jason Polansky, Marketing Major at Messiah College

I enjoy each day without something that many take for granted—eyesight. To safely navigate a sight-friendly word, a blind person develops other aptitudes, like a keener sense of hearing, and learns to use technology, such as a smartphone with GPS. Now one company has developed a hi-tech version of a tool blind folks have used forever—the cane. The thought of a ‘smart cane’ is intriguing, but is it Mindful Marketing?

A few years ago, members of Turkey’s Young Guru Academy (YGA), a nonprofit organization aimed at assisting disadvantaged members of society, began to develop WeWALK, a smart cane that uses ultrasonic sensors, microphones, and speakers to help individuals with visual impairments “see obstacles.” More specifically, a WeWALK hardware unit attaches to the handle of a blind person's cane, allowing him/her to more easily navigate outdoor environments.

Despite its recent start, the company has rapidly gained a social media following on Facebook, Twitter, and YouTube. The firm also has been featured on CNN International, NowThis, Forbes, Dr. Oz, and certain New York City television outlets.

What features and benefits does WeWALK offer that have spurred its rapid rise? The following list summarizes key parts of the new product’s value proposition:

vibration and an ultrasonic sensor to detect overhead and chest-level obstacles, such as hanging tree branches and telephone poles
a compass, accelerometer, and gyroscope for GPS technology and Google Maps integration
Bluetooth connectivity, to be paired with an iOS or Android smartphone and integration with apps such as Google Maps
touch controls that allow users to access their smart phone via the device itself, without having to remove the phone from a pocket, purse, or backpack
a microphone and speaker for voice control and Amazon Alexa integration
support for Turkish and English languages
approximately five hours of battery life
charging via a micro USB port
weight of 430 grams
length of approximately one foot
open platform for app developers to add integrations with the device
purchase price of $349 through Indiegogo

I applaud the idea and the innovation behind WeWALK and appreciate several of its strengths. For instance, overhead obstacle detection is a feature that I would find helpful. Oftentimes when I go hiking, or even when I am just walking down the sidewalk in a residential area, I never know when I am going to encounter an overhead object like a tree branch or some low-hanging sign.

In addition, the ability to connect to a smartphone via Bluetooth could save time and provide convenience by not having to hold a phone in one hand and a cane in the other. Allowing a free hand is a plus.

However, WeWALK also has some significant limitations. First, it does not attach to all types of canes that blind people use. I personally prefer a light-weight, rigid, National Federation of the Blind white cane with a metal tip, but WeWALK does not currently attach to this type of cane. Most of the canes that the device attaches to are much heavier and bulkier in nature. However, AppleVis does say that the firm has a goal of attaching to every popular cane in the world.

Another concern is how well the product can withstand the elements. Due to it being an outdoor product filled with many electronic components, one must be aware of rain during all seasons, as well as winter snow and summer heat. A useful addition to the product would be a protective case of some sort that would not muffle the sound from the speaker.

Speaking of the speaker, I would be interested in knowing how much volume can be produced. Outdoor environments can be quite noisy, due to traffic, construction, and other noises that may prevent the user from being able to hear its audio feedback while holding the cane at arm’s length.

It’s also worth noting that a five-hour battery life may not be enough to get someone through an entire day of traveling, especially while on vacation or otherwise being a tourist. Maybe this deficiency could be remedied by charging through an extra external battery that the user could carry in his or her backpack or purse. However, that power supplement would mean a rather long cord attaching the battery to the device, as well as extra weight.

One also must acknowledge the limitations inherent in any GPS product for the Blind. A GPS won’t tell a pedestrian when it’s safe to cross the street, the path to take through construction, nor will GPS directly lead the user across a large parking lot. Just about any blind person who is an experienced traveler would say that possessing strong mobility skills and knowing how to travel safely is essential before attempting to use any GPS product.

Just as when driving a car, a GPS will tell the driver how to get to the desired destination most of the time, but it does not know the rules of the road. It does not tell the driver to stop at a stop sign or obey the speed limit. Thus, I would not recommend this product to a blind person who does not possess adequate cane travel skills in the first place or who is fearful of traveling in unfamiliar environments.

Beyond the preceding limitations, a big turn-off for me is some of the language used on the firm’s about page. The first line says “WeWALK is the world's most revolutionary smart cane developed for the visually impaired people.” Using the word “the” before “visually impaired people” is a rather patronizing way of describing the target market, just as it is insensitive to use “the” before the name of a racial group. Furthermore, I don’t believe “blind” is a negative word, and I feel it’s fine to use “blind” when describing people who are not completely blind.

A better way to phrase the webpage phrase may be:

“WeWALK is the world's most revolutionary smart cane developed for blind and visually impaired individuals, allowing for greater independence and mobility through innovative technology,” or

“WeWALK is the world's most revolutionary smart cane, strategically built with the blind in mind, combining the white cane that you have known and loved for decades with ground-breaking technological advancements.”

In any case, the company should seriously rethink this use of language as it moves forward.

Overall, WeWALK is a decent and well-intentioned product that shouldn’t cause any serious harm. Still, at a price of $349, there are plenty of ways in which the product must improve before it can truly compete within the marketplace of technology and other tools targeted for blind and visually impaired individuals. Sometime in the future, WeWALK may be Mindful, but at this point I see the smart cane as “Simple-Minded Marketing.”

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Just Blew It

2/23/2019

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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

The stage for a college basketball game couldn’t get much bigger: two top-ten teams in a packed arena, one of the best rivalries in all of sports, several projected NBA draft picks in the lineup, two hall of fame coaches on the sidelines, the likely NCAA player of the year on the court, and the 44th president of the United States in the stands. Then a piece of footwear malfunctioned, and the stock price of the world’s most iconic sports brand took a dive.

This past Wednesday, #1 Duke hosted #8 North Carolina for one of the most highly-anticipated men’s college basketball games in recent memory. Tickets were selling at Super Bowl-like prices, not just to see the two storied programs clash, but also to witness what was sure to be a marquee performance by one of the most talented and exciting college athletes ever—Duke’s Zion Williamson.

Just an 18 year old, standing 6’ 7” and weighing 285 lbs., Williamson’s unique combination of extraordinary basketball skill and incredible athleticism had captured the attention of all college basketball fans, international news media, and every NBA team, making him the odds-on favorite to be the first choice in the league’s next draft. Then the unimaginable happened.

Just 33 seconds into the game, Williamson received the ball, took a few dripples, planted his foot near the foul line, and fell awkwardly to the floor, while a look of pain raced across his face. As those watching gasped, the cause of the slip quickly became apparent: Williamson’s foot had burst through his Nike sneaker. Camera footage even caught former President Obama, pointing to the court and saying “His shoe broke.”

The story spread like wildfire over traditional and social media, as sports analysts, basketball fans, and others reacted. Many expressed amazement at the occurrence. Rival sneaker maker Puma tweeted snarkily “wouldn’t have happened in the pumas.”

Nike execs were undoubtedly reeling from what must have felt like their worst nightmare: The best known player in college basketball and a likely NBA superstar had just suffered an injury because of their shoe. Not only did the chances of signing Williamson to a future multi-million-dollar endorsement deal drop precipitously, the endless images of the prodigy wreathing in pain with foot popped through the side of his Nikes, was a picture that athletes and other sneaker buyers would not soon forget.

Nike did wish Williamson well: “We are obviously concerned and want to wish Zion a speedy recovery.” The same company spokesman added, “The quality and performance of our products are of utmost importance. While this is an isolated occurrence, we are working to identify the issue.” Still, the day after the blowout, Nike’s stock fell by 1.05%.

Was Nike simply the sufferer of a very unfortunate accident at one of the worst possible moments? Probably not. It seems that Williamson’s shoe blowout could have been predicted and prevented in light of previous player experiences, as well as others’ product reviews.

In 2016, the foot of Orlando Magic’s Aaron Gordon blew through the side of some Nikes when he landed after a dunk. Two years earlier, in the same NBA season, Golden State’s Andrew Bogut, the Spur’s Manu Ginobili, and the Sixer’s Tony Wroten, all experienced major Nike malfunctions.

Of course, one can argue that Williamson and these professional athletes put more strain on a pair of basketball shoes than the average sneaker wearer does, which is probably true. Many average wearers, however, also have experienced quality issues with their Nikes. Some have been frustrated enough to upload their sneaker stories to YouTube, for instance:

One consumer shows how the soles separated from the rest of his $200 Nikes after limited wear.

Another tells how several different pairs of his Air Jordans have fallen apart after moderate use.

A golfer shows how the soles came off his new-looking Nike golf shoes while playing.

Another user shows how his Nike Shox are falling apart after about six months. He laments, “I spend so much money on a shoe, and this is what it comes down to. I thought better of Nike, but this is what it is, y’all.”

Besides these sad stories, others have posted about similar durability issues with their Nike Air LTD’s, their Nike TN’s, and their Nike SB Diamond Dunks.

Four years ago Nike pulled the Lebron 12 from the market on the day of its scheduled release due to quality concerns. About three years ago KicksOneTwo noted ongoing quality control issues with Nike sneakers.

But, Nike’s annual footwear revenue is over $21 billion, which means it sells hundreds of millions of shoes a year, so aren’t there bound to be some production problems? Yes; however, it’s curious that in so many of the defect videos, the problem is the same even for different kinds of Nikes—the shoes just come apart, similar to the way they did for Williamson and for the NBA players mentioned above.

I’ve also had a similar experience with the brand. It had been several years since I’d gone running, when I decided to put on an old pair of Nike running shoes I owned and take a jog around the neighborhood. It wasn’t long into the run when I started to hear an unusual noise and feel a flapping under my feet. I soon realized the soles were falling off my running shoes. Granted, it was an old pair of sneakers. Still, I’ve owned many different styles and brands of athletic shoes over the years, including ones that I’ve worn much harder, but that’s been the only time anything like that has happened to me.

So, maybe Nike does have quality issues that need to be addressed, but some may be wondering what they have to do with the company’s marketing? Well, effective marketing involves much more than what a company says, or communicates.

Every marketing students learns the four P’s of the traditional marketing mix: product, place, promotion, and price. A primary objective of an entire organization, not just its marketing department, should be to ensure that each “P” meets the target market’s needs, as well as the organization’s goals, ultimately creating a mutually beneficial exchange.

However, if a company’s product is deficient in some way, it may overcompensate with another P, often promotion, which reminds me of a metaphor I've used before—baking a cake. Sometimes a cake comes out of the oven with cracks, which can be hidden with a layer of icing. The deeper the cracks, the thicker the icing needed to cover them.

It seems that Nike shoes on whole have some “cracks,” which the company has adeptly covered over the years through enticing layers of communication, ranging from highly-produced TV commercials, to prominent team sponsorships, to superstar endorsers.

That’s not to say that Nike’s value proposition is just a façade—not by a long shot. The company generally makes good quality products that serve people well, otherwise it wouldn’t be the world’s most valuable sports brand. Still, a significant number of people probably do buy into Nike more because of the icon’s icing than the consistency of its cake.

I still haven’t seen from Nike a true apology to Williamson for the shoe blowout. Saying that it wishes him well and promising to investigate the issue do not constitute a confession. Perhaps for legal reasons, Nike really hasn’t taken ownership of the incident.

No company or product is perfect; accidents happen. However, even for a company as big as Nike, the reoccurrence of such high-profile product malfunctions should give everyone pause, from the guy wanting to jog around his neighborhood to the next NBA superstar looking to ink a multi-million-dollar shoe deal. Nike will recover from the latest incident, but the injury to Williamson and the damage to the company's brand make what led up to the shoe blowout “Mindless Marketing.”

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Whole Grain Isn't the Whole Story

2/8/2019

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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

You’re at a restaurant with friends and order a pepperoni pizza. The waiter brings the pie, which has a single piece of pepperoni in the middle. Your whole table expresses surprise, to which the server replies, “The pizza has pepperoni, so it is a ‘pepperoni pizza.’” Most people would not appreciate that response, yet that appears to be the tack some food marketers are taking in promoting their whole grain products.

You’ve probably noticed the phrase “whole grain” appearing more and more on product packages, ranging from breakfast cereals to bread. What’s your interpretation when you see “whole grain” on the front of a box? It’s reasonable to assume that all of the product’s grain content comes from whole grains, or at least that whole grain is the primary/first ingredient. However, when you turn the box around to read the Food and Drug Administration’s (FDA) required nutrition and ingredient labeling, there’s often an unsettling surprise.

Many products that promote themselves as being made from “whole grain” actually contain very little whole grain. Instead, their primary ingredient is refined flour, “a pulverized version of what may, at some point, have been a whole grain.” Whole grain contains every part of a grain kernel, “the bran, the germ and the endosperm (the inner most part of the kernel),” whereas the process of refining flour often involves “stripping off the outer layer, where the [more nutritious] fiber is located.”

How is this potentially misleading labeling allowed? Many blame lax directives by the FDA, which last issued “draft guidance on whole grain labeling in 2006.” The FDA, which regulates food labeling, continues to allow food manufacturers to print “whole grain” on the front of their packages without any absolute or relative reference information, i.e., how many grams of whole grain the product contains or how much whole grain there is relative to refined flour.

But, does printing “whole grain” on the front of a food package really deceive consumers? Several significant stakeholder groups believe it does. The Academy of Nutrition and Dietetics has advised the FDA to “require firms to disclose either the percentage of whole grains and refined grains on pack, or the grams of both refined and whole grains per serving.” Similarly, the Center for Science in the Public Interest (CSPI), a Washington DC-based consumer advocacy group, has “urged the agency to make whole grain labeling clearer to consumers.”

Whole grain labeling becomes even more confusing when it appears on “hearty-looking, and sometimes artificially colored,” food items like multigrain or wheat bread. Such mismatched visuals are especially misleading for the elderly.

But, as consumers, don’t we bear responsibility for what we place into our grocery carts and eventually into our mouths? All we need to do is turn the package around and read the FDA-mandated list of ingredients to see where whole grain ranks into the mix.

Consumers should be expected to act rationally and make logical interpretations about product labeling. However, according to the Federal Trade Commission (FTC), it’s unfair to subject people to deceptive messages that a “reasonable consumer” would find misleading. Courts have applied this reasonable consumer standard in ruling against those employing whole grain deception.

The most notable litigation likely has involved one of the best-known snack crackers, Cheez-It, the product of one of the world’s leading food manufacturers--Kellogg’s. In December of 2018, a second circuit appeals court ruled against the packaged-goods icon in a class action lawsuit that claimed deceptive labeling on “Whole Grain” Cheez-Its, a relatively new extension to the company’s flourishing cracker line.

Printed on the front of the box, in large letters, is the phrase “WHOLE GRAIN.” Above those words, in a much smaller font, are the words “MADE WITH.” Meanwhile, a very big (4.5” x 4.5”) and unusually dark Cheez-It serves as a background image. Despite those distinct package design elements, which are very different than those of Original Cheez-Its, when one turns both boxes to the side, the nutrition facts for each list “enriched flour,” not whole grain, as the first ingredient.

It’s not surprising, therefore, that the second circuit appeals court agreed with the consumer plaintiffs, issuing a unanimous decision that said the whole grain cracker’s nutrition facts “contradict, rather than confirm, [Kellogg’s] ‘whole grain’ representations on the front of the box.”

Kellogg’s effort to include more whole grain in its crackers is good in that “scores of studies link the amount of whole grain [people consume] to better health.” So, the 8 grams of whole grain found in a serving of Cheez-Its can help get people closer to the target daily intake of 48 grams of whole grains for adults.

The problem, however, is that when the front of a package promotes “WHOLE GRAIN” in large letters, against a dark background, it’s reasonable for consumers to conclude that the product’s principal ingredient is whole grain. People might even presume that the crackers are somehow healthy, which is a hard argument to make for any snack cracker, including Cheez-Its, which have the following daily values: total fat–10%, saturated fat–8%, sodium–10%, and total carbohydrates–6%.

Consumers should read the labels and exercise good judgment for the products they use. However, food marketers also should help people make right choices and not mislead them with mixed messages on product packages. Their continued prevalence on supermarket shelves suggests that Kellogg’s Whole Grain Cheez-Its are a success, but the cracker's first ingredient really is “Single-Minded Marketing.”

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The Best an Ad Can Get?

1/26/2019

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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

When I was growing up, our family had a small, easily-provoked dog. He was responsible for holes in many pairs of my socks from times I tried to slip past him while he was in an especially protective mood. The person he guarded was my mother because she made sure he had food. Our dog knew better than to ‘bite the hand that fed him.’ I wonder, was our pet smarter than one of the world’s leading consumer products companies?

If you haven’t seen it, Gillette, the global purveyor of men’s personal care products, recently released a video ad titled “We Believe: The Best a Man Can Be.” The 1:49 minute commercial doesn’t push razors, rather it’s an image-building ad that renounces two contemptable behaviors that some men commit: sexual harassment and bullying.

The ad showcases an array of mainly scripted clips in which males, some old, some young, enact a variety of despicable acts like groping women and punching their peers. Meanwhile, a chorus of other men chants a unison refrain of rationalization, “Boys will be boys.”

The ad’s narration and text overlays provide corrective commentary:
“We believe in the best in men.”
“It’s only by challenging ourselves to do more that we can get closer to our best.”
“We are taking action at thebestmencanbe.org”

In many ways, Gillette’s messaging makes sense. The company has taken a stand against two terribly wrong and destructive behaviors and called out the men who commit them. Using a powerful quote from actor-turned-sexual-harassment-activist Terry Crews, the ad also encourages every man not to stand idly by when they see such reprehensible actions but to intervene: “Men need to hold other men accountable.”

Despite all the apparent good, the commercial has quickly become a lightning rod for controversy. Dozens of media, from Advertising Age, to Glamour, to USA Today, have run articles about the ad. As one might imagine, some commentary from the authors as well as from the general public has been positive, while other responses have been quite negative.

For instance, @pstdavid_ tweeted, “Finally got a chance to see this #GilletteAd. Quite honestly, I don’t get what all the fuss is about. In my opinion, they’re not “taking a stand on toxic masculinity” or ‘stealing your manhood.’ All they’re suggesting is that you be a decent human being. It’s not that difficult.”

Another Gillette consumer, however, tweeted a picture of his hand poised above a trash can, about to discard the Gillette razor he received on his 18th birthday and used for the past 15 years, including through basic training and four deployments. (1) The soon-to-be-former customer lamented, “since @Gillette thinks I’m a bad person, I’m throwing it away.”

Another user, @davidliedtka, took an even more extreme approach, placing his Gillette shaving creme and razor in an oven and setting the temperature to 505 degrees.

Wow. Those are strong reactions. Does Gillette or any organization that’s trying to right serious social wrongs deserve such reprisals?

The first time I saw the commercial, my reaction was generally positive: A strong brand that has built a solid reputation among millions of men was using that influence to ask them to be better. Such a plea from a huge corporate player might stand a chance of making a difference in our world. Still, there were things about the spot that didn’t seem right.

A second time through the ad, I noticed more of the agency’s specific creative decisions. For instance, while the spot’s small amount of real video footage worked, the many acted segments looked overly artificial and contrived, even though they depicted terrible events that unfortunately occur. The use of both real and scripted video seemed like a mismatch.

I hadn’t thought much more about the ad, until one of my marketing students emailed me a link to another company’s commercial that was purportedly a response to Gillette’s ad. The next day he asked if I had watched the ad. I had been very busy, so I replied I hadn’t but I was looking forward to seeing it soon.

That night I opened his email and clicked the YouTube link, which took me to an ad posted by Egard Watch Company. Viewing the 1:57 minute commercial just once, changed my perspective of Gillette’s ad.

Egard’s commercial opens with several male firefighters battling an inferno, then quickly cuts to one of them carrying a young girl safely away from the flames. Meanwhile, a narrator asks, “What is a man?” The ad continues with a wide variety of real video clips, many showing men doing very difficult or even dangerous physical labor, while the narrator poses additional questions like “Is a man brave?”, “Is a man a protector?”, and “Is a man disposable?”

The spot also shares some very sobering statistics, such as:

Men account for 93% of workplace fatalities.
Men comprise over 97% of war fatalities.
79% of all homicide victims are male.
Men account for 80% of all suicide victims.

The commercial concludes on a positive note, asking “Is a man trying?” and offering the company’s view of masculinity: “We see the good in men.”

As marketer, I realize that the right music with moving images can tug at one’s emotions; however, Egard’s ad resonated with me, and perhaps the 324,000 people who have liked, it for another reason. Egard reminded us of the many men in our lives that we have known and loved.

The ad caused me to remember my grandfathers: one a coalminer, the other a farmer. To support their families, both did very hard, physical work that must have greatly tested both their bodies and their minds. Having experienced the ravages of WW II, my father-in-law, emigrated from Ukraine, to Brazil, to the United States, where he worked for over 30 years in a bearing factory as a tool and die maker—labor that likely explains his great loss of hearing today. My own father was not able to finish high school, yet he started his own business at age 25 and worked tirelessly with my mother to earn enough to put four children through college.

None of these men were/is perfect. Neither is their grandson/son—I’ve made plenty of mistakes; although, I don’t think I’ve done anything that someone could call bullying or sexual harassment. Most men probably can say the same. Most of the mistakes we make are not because we’re men; they’re because we’re human.

The problem with Gillette’s ad is that it stereotypes men. Not all males act like Harvey Weinstein or ‘Scott Farkus,’ the bully from A Christmas Story. In fact, the vast majority do not. Of course, Gillette’s ad doesn’t directly say that all men are sexual predators or bullies, but it does put all men in the same stereotypical boxes through some subtle visual and verbal suggestions.

One such insinuation in Gillette’s spot is the seemingly infinite lineup of men, all standing behind their BBQ grills with arms folded, chanting in unison, “Boys will be boys.” The ad’s narration also makes a stereotypical suggestion by tagging onto Crew’s “Men need to hold other men accountable” quote, adding: “ . . . accountable to act the right way; some already are, in ways big and small. But some is not enough.” I’d like to reiterate the belief that it’s most men who are acting the right way, not some.

Another Twitter user, Melissa Chen (@MsMelChen), who self-identifies as Asian, supports the suggestion that Gillette’s ad stereotypes men. She says:
“I can get behind the message that we all can be better. But the #GilletteAd ended up painting an entire demographic with a negative stereotype perpetuated by a few. Imagine the uproar if it was an ad about a racial group with higher crime rates saying, “‘you can be better.’”

Of course, on top of all this analysis is the fact that men are Gillette’s main target market.* Its iconic tagline is “The Best a Man Can Get.” Given that our family’s dog knew better than to bite the hand that fed him, it’s hard to imagine why one of the world’s biggest brands would want to risk ‘cutting the faces it shaves,’ especially when already on the ropes in a fight against Harry’s and Dollar Shave Club.

One instance of bullying or one case of sexual harassment is one too many. As such, Gillette can be commended for taking a stand against those injustices and for suggesting that others do the same. However, the company should have known much better than to unfairly throw its entire target market under the bus with broadly generalized talk of “toxic masculinity.” It’s wrong to degrade others in any way, including by negatively stereotyping, which makes Gillette guilty of “Mindless Marketing.”

*An earlier version of this article incorrectly stated that Gillette does not make products for women.

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It's About a <<Fiji Water>> Girl

1/12/2019

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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

Have you ever been photobombed? Friends and family often have fun slyly inserting themselves into each other’s pictures. Sometimes it’s a complete stranger who appears in the background of a vacation photo, smiling for the camera. People are used to those kinds of photobombs, but do A-list celebrities expect such interlopers on the red carpet of a major awards show?

Fiji Water Girl, perhaps the most famous photobomber ever, rose to global prominence in Beverly Hills, just this past weekend. Like other award programs, the Golden Globes features a preshow red carpet event during which the many talented people of television and film stroll in front of the media while slowing making their way into the Beverly Hilton Hotel.

The promenade of stars in elegant evening gowns and stylish tuxedos provides countless photo opportunities that the celebrities graciously accommodate. This time, however, as many of them posed for the paparazzi, the same, solitary figure appeared behind them: Fiji Water Girl. Her intriguing presence in the background of so many popular celebrities’ pictures ignited a social media firestorm—Who is that girl and how did she get in the images of all those icons?

For each Golden Globe awards, the Hollywood Foreign Press Association (HFPA) selects a small number of companies to be
“awards sponsors,” which means they help underwrite the cost of the program, and in return, they are permitted a demure presence at the event that includes sharing their prestige products with the program’s distinguished guests. This year’s awards sponsors were Moët & Chandon Champagne, Lavazza Coffee, Lindt Chocolates, and, of course, Fiji Water.

Fiji outfitted several young, attractive women in matching royal blue gowns, and positioned them on the red carpet, holding clear trays of the firm’s trademark bottles. Ostensibly, the idea was that thirsty guests would avail themselves of the product samples, appreciate the refreshment, and gain a positive impression of the brand. However, one particular model,
Kelleth Cuthbert, used some strategic photobombing to parlay her gig into so much more.

As mentioned above, Cuthbert somehow managed to place herself in the background of photos of a variety of top celebrities including Jim Carrey, Idris Elba, Judy Greer, Eric Lange, and Tony Shalhoub, often making “direct – and sultry – eye contact with the camera.” Social media shares of the pics quickly made Fiji Water Girl one of the web’s hottest trending topics and, according to Apex Marketing, earned Fiji about $12 million in free media exposure.

So, the $12 million question is: Was Cuthbert’s photobombing serendipitous, or was it planned?

Fiji seemed surprised by all the attention, suggesting that although it appreciated the extra exposure, it hadn’t tried to orchestrate it. The company tweeted: "We're so glad everyone is talking about our water! *senses ominous presence* She's right behind us, isn't she? #FIJIwatergirl.”

It’s also worth noting that of the several Fiji Water girls stationed on the red carpet at the Globes, Cuthbert was the only one whose presence went viral. If Fiji truly had been trying to gain mass media attention, wouldn’t more of its models have been found photobombing celebs?

All the above makes it seem like Cuthbert may have ‘gone rogue’ and taken up the photobombing herself. Since her meteoric rise to stardom, the model has had several opportunities to address such claims. She’s often suggested that her presence in so many celebrities’ pics was unplanned, for instance:

“There’s tons of photographers everywhere. It doesn’t matter where you stand, you’re in the crossfire of every shot.”

“No matter where you move, you’re in somebody’s shot. I don’t know, you just have to look at what you’re doing and be aware of where everyone is. But know that you can’t avoid it.”

“I don’t even think there was a point where I made any conscious decision [to lean into the photography]. I think from so many years of modeling, when I hear a shutter, I just kind of give a face.”

On the other hand, Cuthbert told a Los Angeles times reporter that “It’s all strategic” and “You’ve got to angle.” She also hasn’t shied away from the cameras since the Golden Globes, appearing on Inside Edition to describe her photobombing experience, taping her own mock award acceptance speech for YouTube, and making a cameo on the Late Show with James Corden.

Not having been there or spoken with Cuthbert, it’s hard to evaluate her somewhat conflicting statements and other disparate evidence. One person who was at the last Golden Globes and has many years of experience with paparazzi is accomplished film actress Jamie Lee Curtis . She expressed clear and strong sentiments about what happened to her on the red carpet:

“I specifically moved away from the blatant promotions by Fiji and Moet where young women with their trays filled with their wares stood near a designated camera. I knew why there was a photographer poised there and I moved away as I said out loud that I didn’t want to be doing advertising for either. Clearly this angle shows that I moved from her being behind me and yet from the side it still happens. The sponsors of events need to get permission from people when they get them to take their picture next to products.”

Some may suggest that Curtis overreacted to what occurred or was too cynical to think sponsors try to stage such photo ops. However, Business Insider has corroborated her claims, reporting that a specific Fiji-commissioned photographer was the initiator of the photobombing strategy.

Stefanie Keenan, the photographer contracted through Getty Images, was at the Golden Globes for the purpose of taking photos that would “elevate” Fiji, which mainly meant getting pictures of celebrities drinking the water. Cooler temperatures, however, led few stars to take the samples, so, according to Getty’s vice president of global entertainment Kirstin Benson, Keenan “came up with the idea to have a Fiji brand ambassador creep in to some shots.”

This revelation certainly supports Curtis’s experience, while contradicting many of the things that Cuthbert said. It seems, then, that the photobombing was the collaborative effort of Keenan and Cuthbert. Fiji corporate also bears responsibility in as much as it contracted with the companies that provided the photographer and the model.

But even if the photobombing was intentional, is there anything wrong with it? As mentioned at the outset of this article, it’s often funny when people photobomb others. That photobombing takes on a different meaning, though, when the pictures are used for commercial purposes.

As Curtis suggested, people, whether celebrities or ordinary citizens, have the right to choose the companies they support. You probably wouldn’t want your likeness associated with an organization whose mission you don’t endorse. You also wouldn’t want a company to profit from the use of your image without your consent.

However, that’s how Fiji unfairly benefited from the photobombing. Although the company undoubtedly paid for the privilege of being one of the few Golden Globe awards sponsors, it didn’t secure permission from or provide payment to Jamie Lee Curtis, Jim Carey, or other celebrities whose personal brands it co-opted without their consent.

Some may say that no one would assume Curtis endorses Fiji Water just because a model bearing the firm’s bottles appears behind her in a picture. A lack of an express endorsement is certainly significant; however, simply showing Curtis and Fiji together starts to establish a connection in people’s minds, especially when the picture keeps reappearing. Branding often leverages such repeat associations, as when a brand uses the same colors and fonts.

Cuthbert’s ‘performance’ on the red carpet at the Golden Globes made her and Fiji Water viral stars. They owe that celebrity status, however, to the real stars whose painstakingly-developed personal brands Fiji and company commandeered. Hopefully photobombing people with commercial content won’t catch on, as it’s clearly a picture of “Single-Minded Marketing.”

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Mailing Away Your DNA

12/14/2018

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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

Looking for a unique gift for a family member this holiday season? Have you thought of surprising them with the ‘gift of ancestry’? DNA testing has become increasingly easy, popular, and affordable, but do the benefits of sending one's saliva for genetic analysis outweigh the costs?

The market for genetic testing exploded in 2017, and it keeps growing. Some predict sales of over $22 billion by 2024, driven by top competitors like 23andMe, AncestryDNA, Family Tree DNA, MyHeritage DNA, and Living DNA. Over 12 million people already have had their DNA tested.

What exactly does DNA testing do? It depends on the test, of which there are three main types:

Autosomal: Both men and women can take this test, which estimates an individual’s ethnicity and cousin matches on both maternal and fraternal sides over about 5 to 6 generations.
YDNA: Only men can take this test, which tracks Y chromosomes passed from fathers to sons over many generations.
mtDNA: Both genders can take this test, which examines genetic markers only along mothers’ material lines, and also provides the user’s haplogroup.

Autosomal tests appear to be the most popular of the three, as they’re the ones we most often see advertised, with consumer-friendly price points between $49 and $99. These tests are good at helping users fill out their family trees. AncestryDNA, for instance, claims it can search for relatives of the test taker among its 10 million-person database and promises to “confirm ethnicity percentages and close relationships with a high level of accuracy.”

AncestryDNA is also able to help users see migratory patterns through its Migrations tool. This feature identifies a subject’s ancestors “associated with one of more than 300 genetically based communities in the years between 1750 and 1850” to determine migration paths in the U.S. and overseas.

Some autosomal tests have pushed the information envelope even further by providing health reports. For example, 23andMe’s Health+Ancestry test informs users of whether they appear to be a carrier for more than 40 genetic conditions, it provides insights on genetic-related wellness indicators such as lactose intolerance, and it identifies genetic risks for things such as Parkinson’s, late-onset Alzheimer’s and Celiac disease.

People who purchase DNA tests certainly receive unique information that’s at a minimum entertaining, if not educational and possibly helpful in addressing potential health problems. Considering how much many consumers spend on a dinner out, a concert, or a ballgame, a genetic test seems like a pretty good deal. However, there are potential costs for DNA testing beyond the initial cash outlay.

Perhaps the biggest nonfinancial cost is the risk of lost privacy. Genetic testing companies seem to have safeguarded customer information so far—there’s yet to be a major data breach—but the potential risk from carelessness or maleficence is considerable according to New York Senator Chuck Schumer (D), who contends: “Now, this is sensitive information, and what those companies can do with all that data, our sensitive and deepest information, your genetics, is not clear and in some cases not fair and not right.”

The Federal Trade Commission (FTC) appears to share Schumer’s apprehension as evidenced by its investigation of the data policies of 23andMe and Ancestry and by the following statement: “A major concern for consumers should be who else could have access to information about your heritage and your health.”

What exactly are the risks of misappropriated DNA data? One possibility is that some organizations may conduct controversial research such as looking for connections between race and intelligence. Although such risks for entire people groups are probably few, there are many risks that could impact specific individuals.

This past spring, California detectives revealed that they tapped a public genealogy database to break the longstanding case of the Golden State Killer, identifying suspect Joseph James DeAngelo. Although few may object to the use of public DNA data to catch a serial killer, the possibility of government accessing such information for other reasons gives many people pause.

For instance, what if police were to use genetic information to predict those likely to commit crime, along the lines of the 2002 sci-fi thriller Minority Report? Such use is farfetched, but it’s not unreasonable to imagine public officials employing DNA data to identify government protestors or others who reject their policies.

Perhaps even more realistic is the possibility of businesses leveraging DNA data for profitability purposes. Life insurance companies, for example, might analyze genetic information in order to determine if someone is a good policy risk. Likewise, any company could take a similar tack in deciding whether to hire a prospective employee.

But, do these risks really exist if companies safeguard users’ data and only share it in anonymous form? First, an endless series of high-profile data breaches suggests that hackers are capable of penetrating the defenses of the largest and seemingly most secure organizations. Second, when people submit genetic tests, they often provide information that allows for individual identification, e.g., age, gender, address. Third, police and government might pressure companies to share their DNA data.

Why, then, do people continue in droves to mail their DNA to genetic testing companies and why do most of those users agree to share their DNA with the firms’ research partners. Maybe consumers don’t have a good understanding of the risks. More likely, they recognize that the potential risks are very remote, while the benefits they receive are very real and meaningful, for instance:

Knowing one’s family history: It can be deeply satisfying to learn things about one’s ancestors and the places from which they came. That kind of information often helps us better understand ourselves.
Realizing potential health risks: Of course, it’s important not to obsess about such risks; however, such knowledge can be a very helpful lens through which to view our bodies and perhaps take preventative steps
Reuniting with lost family members: This benefit doesn't apply to most genetic test takers, but some have discovered lost siblings and other relatives through the process.

Life is full of risks—much of what we do to survive and thrive involves deciding which risks are worth taking. Perhaps the risks of DNA testing will increase over the coming years. Right now, though, the risks seem remote while the benefits are real, which makes it easy to understand why so many people take genetic tests. It also makes it reasonable to suggest that the firms offering the tests are responsible for “Mindful Marketing.”