Category: Single Minded2c3169a786

Smile, You're on Social Media

8/9/2018

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

"When it's least expected - you're elected. You're the star today. Smile! You're on Candid Camera!” It used to be that a hidden camera TV show was the only way others might see our most embarrassing or intimate moments. Thanks to cellphones and social media, millions can now easily watch outtakes from our lives, whether we like it or not, which is what one unsuspecting airline traveler recently experienced.

A few weeks ago, Helen (last name unknown) was settling into an Alaskan Airlines flight from New York to Dallas when another passenger, Rosey Blair, asked if she’d switch seats. Blair wanted to sit next to her boyfriend, Houston Hardaway, who was in the row behind her. Helen obliged, which put her in front of Blair and Hardaway, and next to an attractive stranger, who later identified himself as Euan Holden, a former professional soccer player.

As the plane took off, so did an apparent romance between Helen and Holden. The unexpected seatmates’ casual conversation turned flirtatious and eventually the two were touching elbows on that ambiguous middle armrest. When the flight landed and passengers deplaned, the two could be seen strolling through the terminal together.

Given 40,000+ flights in the United States each day, how do we know so much about the interaction between two ordinary air travelers? We’re privy because Blair chronicled everything about the blossoming relationship from the row behind them.

Around 15 times, Blair tweeted about things she saw and overheard such as the couple discovering that they were both personal trainers and vegetarians. Pictures and videos accompanied some of the tweets, as well as the hashtags #PrettyPlaneGirl and #PlaneBae. In very little time, Blair’s tweets amassed 630,000 likes and 250,000 retweets, then mainstream news media began to share the touching tale.

Sounds like a relationship and social media success story, right? Not quite. Helen was unaware of Blair’s inflight antics and was very unhappy to be flung into the national media spotlight, especially after the attention led to online harassment and the need to delete her social media accounts. Helen issued a statement through an attorney that included: “I did not ask for and do not seek attention. #PlaneBae is not a romance - it is a digital-age cautionary tale about privacy, identity, ethics and consent.”

Wow. That’s a strong reaction, but did Blair do anything wrong? After all, it’s legal to photograph people in public places where there is no “reasonable expectation of privacy.” The incident occurred on a commercial airliner, apparently in coach, where hundreds of people are packed like sardines. It’s hard to get much less private.

“Reasonable expectation of privacy,” however, is subject to interpretation. Yes, a commercial airliner is a rather pubic place, but most passengers wouldn’t expect the people behind them to be eavesdropping on them throughout an entire flight or photographing them from above and between the seats.

An even bigger issue involves Blair’s occupation. According to her Twitter page, she a plus-size fashion, lifestyle, and travel blogger, which means her livelihood depends on sharing content on social media. Gaining likes, shares, and followers is key to her success, and to have a post go viral is golden.

Blair’s profession matters because it reframes her motives and recontexualizes her actions. She’s no longer just a person sharing with friends a few photos she took of strangers. She’s an entrepreneur employing visual and verbal accounts of others to advance her business interests. She’s a marketer using Helen and Holden, without recompense, to build her brand. Jayson DeMers describes such situations in a 2014 Forbes article:

“The danger in using photos of individuals for your online marketing purposes is that your efforts could be seen as commercial. The rules when it comes to using photos for commercial purposes differ from when you’re merely sharing vacation photos with your buddies. Even if you aren’t directly making money off of the usage, a photo in a social media campaign can easily be seen as similar to using a photo in a print brochure or billboard ad.”

What Blair did was not clearly illegal, but her actions could easily land her on the losing end of a lawsuit, as DeMers continues to explain: “If your subject believes his likeness was used to sell a product without his permission, you may find yourself on the losing side of an argument in front of a judge.”

Ethics, however, is not simply a matter of ‘legal’ or ‘illegal.’ It’s about doing the right thing no matter what the law says. In that light, a good question for Blair or anyone in a similar situation to ask is “Would I want someone else to eavesdrop on my conversation, take pictures of me without my knowledge or permission, and share those things on social media?”

Most of us would say, “Of course not.” So, if that’s the kind of consideration we’d like for our own privacy, we should obey the Golden Rule and show the same respect to others.

Everyone makes mistakes, and Blair seems to recognize that her social media sharing of two strangers’ personal interactions was wrong. She has offered an apology; although, she failed to delete most of her tweets about the incident. For this reason and all of the above, Blair’s creation and promotion of “Plane bae” should be considered “Single-Minded Marketing.”

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No More Deaths by Duck Boats

7/27/2018

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

It was a sunny spring day, and 28-year-old Allison Warmuth was doing one of the things she enjoyed most—riding her red scooter through the streets of Boston. Tragically, that ride on April 30, 2016 was her last. A duck boat operator failed to see her stopped at a traffic signal and plowed into her scooter from behind.

Why remember an accident more than two years past that took a single life, when 17 people riding a duck boat on Table Rock Lake near Branson, Missouri drowned just a week ago? The reason is personal: I knew Allison Warmuth.

Several years before, Allie had been a student in one of my marketing classes. I quickly learned that she was a bright and hard-working student, as well as a kind and compassionate person. She wore a warm smile and exuded charm that endeared her to others.

I was Allie’s teacher for only a few months, but the latest Duck Boat accident has evoked thoughts of her untimely passing, returning sadness to me and others who knew her. It’s hard to image the pain that those closest to such accident victims feel, having suddenly lost their brother or sister, husband or wife, daughter or son . . .

Mindful Marketing didn’t exist when Allie was a student. Today other marketing faculty and I use the Mindful Matrix with our classes to assess the marketing actions of organizations like Ride the Ducks. I wonder what a sharp student like Allie would have said about duck boats, not knowing that one would one day take her life, or that similar vessels would be responsible for the deaths of dozens of others.

Over the past 19 years, 43 people have died in duck boat-related accidents. Foreshadowing the Branson tragedy, thirteen people passed away in 1999 when a duck boat sank on a lake near Hot Springs, Arkansas. In 2010 in Philadelphia, two tourists died when a tugboat pushed a barge into their stranded duck boat.

The amphibious vehicles also have been responsible for several fatalities on land. In addition to Allie’s death, a woman fell backward from a duck boat in a parking lot in Boston in 2003, while taking a picture. Also, in 2015, “five college students were killed and more than 70 people injured when a duck boat veered into a charter bus on a bridge above Seattle's Lake Union.”

It’s important to realize that one company does not own and operate all of the nation’s duck boats; rather, several different firms run tours in select cities around the country. For instance, Original Wisconsin Ducks®, located in Wisconsin Dells, WI, bills itself as “the ONLY duck tour in the world in continuous operation since 1946.” Meanwhile, “Ride the Ducks” offers duck boat tours in Branson, MO; Seattle, WA; Stone Mountain Park, GA, and Guam. “Boston Duck Tours” is yet another private company, providing tours just in its namesake city and claiming to be “Boston’s most popular tour.”

Our course, what all of these companies have in common is their use of the distinctive duck boat, a World War II-era vehicle used to transport troops and supplies from ship to shoreline during beach invasions. Duck boats reportedly were responsible for delivering over 40% of over-beach supplies during the first four months of the invasion of Normandy.

During combat, a complex system of switches and levers kept the boats afloat by cranking the propellers, managing tire inflation, and pumping water out of the hulls. Some of the duck boats used today, including the one that sank in Missouri, date back to WW II. Most of those boats have been retrofitted in certain ways, including cabin extensions to accommodate more passengers.

The obvious benefit of a duck boat is that it can operate both on land and in water. Like a printer that also makes copies, dual-purpose can be a plus. The problem with some multi-functional devices, however, is that they do neither of their main tasks especially well, i.e., they’re ‘jacks of all trades, masters of none.’

Attorney Andrew Duffy, who has handled cases involving duck boat fatalities in Philadelphia, supports that description and then some. He calls the vehicles “death traps” that are “not fit for water or land because they are half car and half boat.”

On land, the main issue is visibility. Duck boats were designed to travel up empty beaches, not to navigate crowded city streets, which pose challenges for their considerable length and girth. More importantly, the vessels’ high elevation and long bows create a wide, five-foot-high blind-spot that makes it easy for operators to overlook smaller vehicles and pedestrians. Such design contributed to Allie’s death on that fateful day in April.

In water, duck boats’ relative lack of buoyancy causes them to sit lower in the water than many other boats, which becomes an even greater issue in bad weather like that on the day of the Branson disaster. Perhaps the biggest dangers, though, are the fixed canopies and roll-down window covers. Duffy explains: (2) “When you are cruising along in a normal boat, if it capsizes you go [out of the boat and] into the water. With duck boats, you have the opposite effect. The canopy literally acts to drag you down with it.”

Duffy adds that the “heavy cellophane” many duck boat companies use for windows makes escape from a sinking craft even more difficult. Furthermore, passengers who don life jackets are at greater risk of being trapped underwater, as the vests push them upward and into the submerged canopy.

But, 43 deaths in about 20 years is miniscule compared to 40,100 U.S. motor vehicle fatalities in 2017. So, should we really be concerned about duck boats?

One thing to consider is that the total number of motor vehicle excursions in the U.S. in a year is undoubtedly many times the number of duck boat tours over the past two decades, so it should be expected that there will be many more ‘non-amphibious’ motor vehicle accidents than amphibious ones. Furthermore, when we climb into cars and onto buses, we assume the risks because we usually don’t have other options: We need to get to work or school, and motor vehicle transportation is the only reasonable way to do so.

On the other hand, no one needs to take a duck boat tour. It’s a low-intensity leisure activity that’s easy to substitute, so the risk to those on or near the vehicles should be virtually zero. Yes, some recreational pursuits like bull riding and mountain climbing place people at considerable risk of death or injury, but well-trained and adventurous adults knowingly accept those risks. Families with young children, senior citizens, and others simply looking to see the sights of a city shouldn’t have to worry about dying on a tour.

However, some duck boat companies, like Original Wisconsin Ducks, which operates the nation’s largest fleet of ducks (92), claim to have never had an accident. Should they be allowed to operate as-is?

That’s a decision that objective experts need to make; however, it’s worth noting that Ride the Ducks in Branson also apparently never had an accident before 17 people died, even though company spokesperson Suzanne Smagala-Potts has said that “The safety of our guests and employees is our number one priority” and despite a private safety inspector having warned the firm about life-threatening design flaws in its vessels less than a year before the fatal accident.

It’s also worth noting that James Hall, former chair of the National Transportation Safety Board, has suggested that duck boats are inherently dangerous and should be banned from commercial recreational use. Hall doesn’t believe there’s a way to make the vehicles safe, especially during bad weather.

What would Allie Warmuth say about duck boats? As a sharp businessperson, she would likely appreciate the tours’ strong consumer demand. However, as a rational and caring human being, she also would recognize that revenue potential doesn’t outweigh the risk to life. As a result, duck boat tours should be considered “Single-Minded Marketing.”

Note: Allie’s family has created a Facebook page to help prevent similar accidents and to ensure the safety of others. Please consider visiting and liking Street Safety for Allie.

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Branding "One and Done"

6/29/2018

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

Clever t-shirt sayings have long been part of American culture, from “I’m with Stupid -->” to “My parents went to _________ and all I got was this lousy t-shirt.” Foot Locker’s recent promotion of “One and Done” tees, featuring NBA prospects in an infomercial parody, was a slam dunk, but could such a tagline lead people to fall short of their dreams and drop the ball in commitments to others?

The phrase “one and done” is used in a variety of contexts; for instance, parents with one child and no plans for others might say “We’re one and done.” More often, the expression is associated with college athletics, particularly top-tier basketball players who compete at the collegiate level for a single season before turning pro. Driving this behavior is the National Basketball Association’s (NBA’s) one-and-done rule, which requires that players be “at least 19 years old and one year removed from high school” before entering the league.

This b-ball context was the impetus for Foot Locker’s limited edition “One and Done” t-shirt, which it sold strategically, just during NBA draft day and only online and in its Time Square store. One of the commercials that advertising giant BBDO created for the exclusive offer featured projected NBA draftees Trae Young and LiAngelo Ball, both well-known one-and-done players. Meanwhile, comedian Reggie Couz played the over-the-top pitchman, pushing the tees for $29.99 each.

How did the ads do for Foot Locker? They 'scored'—the shirts sold out online. Draft night also went well for Young, who the Dallas Mavericks selected with the fifth overall pick before trading him to the Atlanta Hawks. Unfortunately, one and done didn’t work out well for Ball, who went undrafted.

Many have debated the legitimacy and the efficacy of the NBA’s one-and-done rule, which seems poised for change. Some maintain that the policy hurts college basketball, while others argue that no artificial criteria should keep qualified adults from entering employment. Still, others point to the great success of certain one-and-done players like two-time NBA champion and Finals MVP, Kevin Durant.

The aim here isn’t to resolve the complicated NBA one-and-done debate; rather, it’s to raise a question that affects an even wider swath of people—especially young, impressionable ones:

Should a company brand and promote “one-and-done” products?

I can already hear readers groaning: “Loosen up. They’re just t-shirts!” That’s true. What’s more, Foot Locker’s commercials were parodies that made fun of the annoying infomercials we love to hate, so it was hard to take the campaign too seriously.

Still, real shirts were sold thanks to actual ads that promoted them. Most importantly, those shirts shared a message that socially and developmentally is not a very constructive one: It’s okay to stop after one try.

Yes, we need to realize when it’s time to cut our losses and “pull the plug” on efforts that just aren’t working. That approach, however, is pretty much the opposite of one and done, which more accurately suggests things like, ‘I’ve arrived’ and ‘Don’t mess with perfection,’ or in the case of basketball, ‘I’m NBA material.’

Of course, the problem is that very few people have ‘arrived’; most of us are far from perfect. Instead of quitting and moving on, we need to keep churning and grinding: pushing ourselves to get better by finding even small ways to improve. Rather than ‘one and done,’ our mantras should be things like ‘life is a marathon, not a sprint’ and ‘failures are the path to success.’

But does a saying like 'one and done' really have that much sway over people? Some of the best advertising slogans do make their way into common language use, influencing people’s perceptions and values. For instance, Wendy’s famous 1984 ‘big bun’ commercial made “Where’s the Beef” a national catchphrase that presidential candidate Walter Mondale even invoked. Or, think of all the times you've heard someone quote Nike’s iconic “Just Do It” theme to move themselves and others forward.

Some may still argue that rational adults know better than to take these taglines seriously. Even if that’s true, there’s the issue of who else these marketing messages reach, probably most effectively: young people.

The NBA has one of the youngest fan bases of all sports, with 43% of fans under the age of 35 and 13% between the ages of two and seventeen. By using potential NBA players to promote its One and Done t-shirts on Draft Day, Foot Locker was likely targeting this same youthful demographic.

One problem with this approach is that there has been considerable concern about “children's ability to fully comprehend and evaluate advertising messages.” Of course, very young children are not the ones online buying One and Done t-shirts, yet they are still exposed to the advertising. Young people of all ages experience the social impact of the slogan as they see peers wearing the shirts in school and elsewhere.

It’s easy for any of us to be overconfident in our abilities. Individuals with less life experience, who are still developing in many ways, need to be especially careful of such hubris. In many ways, young people are the last ones who should be thinking about being “one and done,” and marketers should be especially sensitive about encouraging such misguided notions.

Besides potential individual failure, there’s also possible social fallout from a one-and-done mentality, namely the impact on others affected by a person’s premature decision to move on. Granted, few relationships come with long-term assurances, but a rash departure caused by a lack of commitment can leave a gaping hole in others’ lives.

In his class business book The Five Dysfunctions of a Team, Patrick Lencioni identified lack of commitment as the third fatal flaw organizations face. Some believe that Millennials have unique struggles with commitment. In any case, no one needs encouragement to end allegiances or to be disloyal, as the one-and-done message might suggest.

Kenny Rogers famously sang that card players need to know “when to hold 'em,” and “when to fold 'em.” Unfortunately, a one-and-done message encourages many individuals, especially young people, to play their hands too soon. Not everything that people say should appear on a t-shirt. Let’s hope Foot Locker permanently retires its ill-advised tees so its “Single-Minded Marketing” also becomes one and done.

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Muppets for Mature Audiences

5/30/2018

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

“Sunny Day, sweepin’ the clouds away.
On my way to where the air is sweet.
Can you tell me how to get, how to get to Sesame Street?”

Those famous lyrics remind us of the iconic kids' TV show tune, bringing back images of Big Bird, Elmo, and their furry friends. Such happy childhood memories are about to change, however, as a new Melissa McCarthy movie makes associations we don't expect from Muppets: sex, drugs, and violence.

Coming to theaters August 17, Happytime Murders looks like a cross between The Muppets Take Manhattan and Pulp Fiction. The premise of the movie, which features both humans and puppets, is that the cuddly creatures we adore on TV, lead “depraved, brutal lives” when off-camera. More specifically, McCarthy plays a detective who partners with a puppet to investigate gruesome puppet murders.

Homicide, however, is only one of the evils. The Happytime puppets are adept at a variety of vile acts. In the movie trailer alone, the puppets use extreme profanity, do hardcore drugs, and commit explicit sexual acts that might give an adult porn star pause. For instance, “A puppet in a spiked collar, vaguely resembling an emaciated Fozzie Bear, offers to perform oral sex for 50 cents on the movie’s star, Melissa McCarthy.”

Given the level of vulgarity, could there really be a connection between sweet Sesame Street and hard-boiled Happytime Murders? Yes and no. The Jim Henson Company, firm of Muppet fame, coproduced the movie with STX Entertainment, and Brian Henson, son of the legendary Muppet creator Jim Henson, directed the film.

However, in 2001, the Jim Henson Company sold the Sesame Street character rights to the Sesame Workshop (formerly the Children’s Television Workshop). The organization’s website explains: “Today, The Jim Henson Company provides the characters used on Sesame Street but the characters themselves are owned and run by Sesame Workshop.”

So, Sesame Street has no ownership of the movie, but it shares a unique puppet heritage that leads many people to conflate anything involving Henson puppets with Sesame Street. Happytime Murders further muddles matters by using the tagline “No Sesame. All Street.” For these reasons, Sesame Workshop believes the purity and innocence of the Sesame Street brand is at risk, which has led the organization to take legal action.

On May 24, Sesame Workshop sued STX Entertainment in federal court for unspecified damages, claiming the movie dilutes and defiles its Muppets’ reputations, causing Sesame Street “irreparable harm.” Sesame Workshop president Jeffrey Dunn also wrote a letter to the Jim Henson Co. asking why his organization was not consulted about the project, calling the movie trailer “practically pornographic.”

Lisa Henson, daughter of Jim, apologized to Dunn, claiming that she and brother Brian prevented STX from making the movie’s characters resemble other Muppets, but they couldn’t stop the firm from promoting the film as it wanted.

STX, was more resolute in its own defense, arguing that no one could reasonably confuse its adult-oriented characters with those of Sesame Street. Furthermore, STX lawyer David Halberstadter “reminded the humans behind Sesame Street that they have a long history of parodying other people’s intellectual property, including ‘Twin Beaks,’ ‘A’s Anatomy,’ and ‘Orange is the New Snack.’”

Happytime Murders is rated ‘R,’ which means only those 18 and older can see the film, unless they are accompanied by a parent or adult guardian. Unfortunately, however, some adults have no qualms about taking kids to R-rated movies. Given the film’s promotional reference to Sesame Street and the fact that most of the movie’s actors are puppets, such adult indiscretion is likely to increase.

Children are naturally drawn to colorful and creative characters, which is a main reason for the great success of kids' shows ranging from Barney to Teletubbies. Meanwhile, marketers of products intended for adults have at times been told to stop using cartoonish characters, such as R.J. Reynold’s Joe Camel, because they make harmful things like cigarettes more appealing to children.

Kid-appeal is certainly a key concern for Happytime Murders, but it’s only one of the picture’s problems. Should any adult see a film, let alone a comedy, full of so much gratuitous violence, sex, and profanity? Historical accuracy and artistic integrity make compelling cases for strong language in Saving Private Ryan and graphic violence in Schindler’s List, but what’s the redeeming value of seeing puppets snort drugs through licorice straws, witnessing their heads blown off by shotgun blasts, or watching one Muppet ejaculate all over a conference room?

Maybe it’s ‘entertainment,’ but at what social cost? At a time when our nation faces serious problems related to school shootings, opioid overdoses, and the hookup culture, Happytime Murders makes light of gun violence, illegal drug use, and casual sex. According to the film’s producers, they’re all a joke.

The Jim Henson Company has a rich history of educating and entertaining children. Melissa McCarthy is a talented actress and comedian. It’s sad to see those brands besmirched. Unfortunately, Happytime Murders scrapes the bottom of the barrel of moral decency. The movie may become a box office hit, but its only award will be for “Single-Minded Marketing.”

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Should Alexa Be a Kid's Best Friend?

5/4/2018

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

When you were a kid, who did you go to for questions? You probably asked mom or dad, or if you were really desperate, you looked something up in an encyclopedia. In an age of artificial intelligence and voice assistants, such queries seem antiquated, but should Amazon be encouraging kids to ‘ask Alexa’?

Children are incredible imitators and adopters of the technology they see adults using. A few weeks ago, I was amazed at the savvy of a one-and-a-half-year-old I know. She isn’t old enough to talk, yet she knows how to swipe through photos on her grandpa’s smartphone.

Amazon introduced its Echo smart speaker with Alexa in November of 2014 to target adults. Since then, Alexa, Siri, and other voice assistants have begun making their way into more homes than Amway and Avon. According to TechCrunch, 16% of Americans, or about 39 million people own a smart speaker.

Voicebot breaks down those statistics further, reporting that nearly one out of every five adults has a smart speaker. It’s hard to believe that the market for such devices is already approaching saturation, which explains why a company like Amazon is looking at a new segment with less contested growth—children.

The ecommerce icon recently announced the addition of a smart speaker specifically made for kids: Echo Dot, Kids Edition. The newest addition to the Echo line will be available for sale May 9, 2018, for $79.99, or about $30 more than a regular Echo.

So, what makes the Echo Dot for tots kid-friendly and worth 37% more than the original? The device’s red, green, and blue color options certainly appeal to kids, but to penetrate the wallets of picky parents, this Echo definitely needs to do some different things, which it does. Here are several of the most notable tasks Alexa accomplishes for kids, all with flexible parental controls:

Answers questions, reads stories, and tells age-appropriate jokes
Plays music, including ad-free radio stations and Amazon music
Plays Audible books
Plays games from Disney, National Geographic, and Nickelodeon
Calls kids for dinner or tells them it’s bedtime via other Amazon Echo devices

It’s worth noting that much of this content comes courtesy of a subscription to FreeTime Unlimited which is included for the first year, then costs $2.99 a month thereafter.

Those are some impressive offerings from a product that’s about the size of a hockey puck. Kids will likely love having their own Echo Dot, partly because they appreciate having ‘their own’ anything, but also because of all that this one does just for them. Meanwhile, parents who buy these Dots will come out looking like heroes, mainly because of the product’s vast capacity to entertain.

So, it seems like a win-win for kids and parents. At the same time, there’s something unsettling about a device doing so much for children. Maybe you’re asking yourself these same kinds of questions about the kids’ Echo Dot:

1. Will it make kids rude? One of the concerns people have had about voice assistants is that by catering so quickly to our demands, they’re turning us into a society of ingrates. Amazon has taken into account that potential by programming politeness recognition into the kids’ Dot. For instance, if children say “please,” the device will thank them for asking nicely.

Such positive reinforcement sounds good, but one has to wonder how long it will take kids to realize that by skipping the pleasantries, they’ll get the same information, more quickly.

2. Will it undermine interpersonal skills? Being polite is important, but even more critical communication skills could be at stake. What happens over time when talking to machines replaces talking to people?

Individuals have had similar concerns about teens texting. Under the age of 12, children are really refining their language, conversation, and social skills, which makes it all the more important that they are learning helpful interpersonal communication habits.

3. Will it present a privacy risk? In the wake of high-profile data breaches and the case of Facebook/Cambridge Analytica, privacy should be a priority for every adult. Keeping our kids safe is an even bigger concern.

BuzzFeed reports that Amazon “does not use data harvested from user actions to compile a back-end profile (often called a ‘shadow profile’) for marketing or other purposes.” Rather, Amazon claims that any such data use is simply to customize and enhance the user’s experience. It has to be getting harder for Amazon to resist the temptation to leverage information gleaned from Alexa to promote its retail sales, but at this point, we probably need to take the company at its word.

However, there are other potential privacy concerns, one of which is hacking. A few years ago, a couple of hackers succeeded in breaking into a Jeep Cherokee’s computer system and controlled a variety of the vehicle’s features from afar. In the Internet of Things, it’s scary to think of a similar breach happening in a five-year-old’s bedroom, with a mic that’s always on and listening.

Another privacy concern might come from a much closer yet less obvious source: the children’s own parents. According to Amazon’s website, parents can “monitor activity from the Amazon parent dashboard,” as well as hear what’s happening in their kids’ rooms via Echo Dots’ mics and speakers. That kind of monitoring may be important for babies or very young children, but as kids get older, they deserve to have some privacy in their personal space.

4. Will it become a parenting substitute? Each of the preceding points are worrying, but in many ways, this last one is the most concerning. Given everything that the kids’ Echo Dot does, will it put parents out of a job?

Of course, that question is an exaggeration, but it’s sad to think that children will soon be asking Alexa, not their parents, to read them stories, play games, and answer questions that often spur important conversations.

On one hand, this isn’t the first time technology has threatened to disrupt parent-child relationships (e.g., television, VCRs, DVD players); however, those earlier examples aren’t quite the same. The artificial intelligence and ‘human-like-ness’ of voice assistants put them on a different plane than any other consumer technology.

Amazon’s latest Echo Dot is in many ways an exciting new product that promises considerable utility in terms of education and convenience. These benefits, however, probably don’t outweigh the risks related to things such as reduced privacy and weakened relationships. For these reasons, we need to tell Alexa that the kids' Echo Dot is “Single-Minded Marketing.”

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Mindless to Mindful: Super Bowl LII Ads

2/9/2018

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

The latest NFL championship was one for the ages. The football was exciting, and the ads were pretty good too. How did the spots stack up in terms of Mindfulness? There was at least one commercial for every category of the Mindful Matrix.

Given the weighty issues facing our nation and our world, it’s not surprising that a variety of spots took on important social concerns like diversity, overcoming physical limitations, and the role of families. These ads gave us a warm hug and put a smile on our face.

However, a few days later, do we even remember the companies that paid $5 million for a 30-second spot. For instance, which firm showcased a variety of people serving others while an audio clip of Dr. Martin Luther King Jr. played in the background? The answer--Dodge Ram.

Dodge did attempt to make a reasonable connection between its trucks and the ad’s theme (“Built to Serve”), but most of the video footage had nothing to do with pickups (e.g., a pregnant woman having an ultrasound). Meanwhile a few very short clips of Dodge trucks were overshadowed by all of the ad’s other visual and audio activity. I doubt I would have remembered that the spot was for Dodge had I not been keeping track of every ad.

It was kind for Dodge to spend millions of dollars to extol service, but will one 60-second spot make people any more inclined to serve, and will they associate Dodge with that call to action? Two likely “No’s” make this ad and most of the game’s other social cause spots “Simple-Minded Marketing.”

Speaking of ambiguous advertising, there was also an ad that featured actor Keanu Reeves motorcycle surfing. Even as I wrote this paragraph, I remembered the ad, but couldn’t recall to whom it belonged until I checked my list and saw it was for the online website creation software Squarespace.

However, the fact that the commercial had no discernable connection to web design was not the ad's only problem. One can imagine that the stunt, which Reeves preformed himself, was extremely dangerous for him and other drivers, like the one in the pickup truck that flashes through the scene going the opposite direction about seven seconds into the ad.

The Los Angeles Times reports that 103.4 million people watched the latest Super Bowl, which represents every age demographic from toddlers to senior citizens and unfortunately includes any number of daredevils who need little encouragement to attempt Reeve’s stunt. The Tide Pod Challenge, which has killed at least eight people, is a tragic reminder of the power media has to spur irrational imitation. It’s irresponsible for Squarespace to glamorize another dangerous act, which makes its Super Bowl ad “Mindless Marketing.”

Thankfully there were also commercials for which it was very easy to identify the advertiser. Diet Coke’s Twisted Mango spot was one of those ads. The commercial is pretty simple in terms of its creative execution. A girl with short bangs and long legs mentions the name of the beverage and starts dancing. Could anything be wrong with that ad? Well . . . yes.

The dance gets a little “sexier” near the end, but that’s not the main concern. The potential issue is that the actress in the ad is extremely thin. Skinny people deserve to feel good about their bodies like everyone else, but this young woman looks emaciated, skeletal. In other product/ad contexts, such a body image might not be as problematic, but this commercial is for Diet Coke.

When people talk about dieting, it almost always means they’re trying to lose weight. About 30 million people in the U.S., or a little less than 10% of the population, suffer from eating disorders, which “have the highest mortality rate of any mental illness.” It’s reckless for the Coca-Cola Company to use an actress whose body type can easily become a dangerous aspiration for people already thinking about dieting. Diet Coke’s ad will likely help sell soda, but it’s “Single-Minded Marketing.”

There were many ads from the latest Super Bowl that both created stakeholder value and upheld societal values. One of the best of the lot was for Pringles snack chips. The Kellogg Company’s iconic chips-in-a-can have been around for over 50 years, during which time there have been some new flavors, but little else has changed. How, then, could the company get enough bang for the buck from a Super Bowl spot?

Kellogg’s rose to the occasion by using its ad to suggest a very simple yet intriguing concept: stacking different types of Pringles to create unique flavor combinations, for instance, jalapeño-barbeque-pizza. Such palette-pleasing options are probably especially appealing to Gen Z and Millennials, who likely are the biggest consumers of these types of snacks.

Two other things going for the ad were its use of comedian/actor Bill Hader, well known for his work on Saturday Night Live and recognizable to many young people. Also, TV viewers consume a significant number of snacks, especially while watching the Super Bowl. That relevant context makes remembering snack food ads easier, and all of the above make Pringle’s commercial “Mindful Marketing.”

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No Dignity for the Living or the Dead

1/12/2018

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

If you weren’t aware of Logan Paul before, you may have heard of him over the past week or so, after the extremely popular vlogger committed a major, international indiscretion. Public outrage led the 22-year-old YouTube star to apologize for his one-time disrespect of the dead, but shouldn’t we also be conflicted about his ongoing treatment of the living?

Paul started posting videos to YouTube at age ten and became famous through the internet video sharing service Vine. By 2014, he had more than 3.1 million social media followers, which led him to leave Ohio State University and pursue an entertainment career in Los Angeles. His ‘edgy’ YouTube channel now has over 15 million subscribers, including many teens, who Paul refers to as his “Logang.”

Paul is more than just a hugely popular YouTube star, however. He has appeared in TV shows including Law & Order and Weird Loners, starred in The Thinning, a YouTube Red movie, and written a screenplay for an adult comedy called Airplane Mode. He also has a clothing line called “Maverick,” the name of which closely captures Paul’s brand of irreverent humor and moral indifference.

A few weeks ago, Paul was in Japan, trying to stir up some interesting content for his vlog. One day he and his companions hiked into Aokigahara, a 12-square mile tract of woods near Mt. Fuji that is commonly known as “Japan’s suicide forest,” as it unfortunately has become one of the most popular places in the world for people to go to take their own life. Signs in the forest even urge those contemplating suicide to consider their families and to seek professional counsel.

Given that Paul’s vlogs typically involve human interaction with unsuspecting participants, it’s odd that the group would film in an uninhabited forest, but the encounter that ensued probably explains the choice: Paul and his companions came across the body of a man who had hanged himself from a tree.

It’s difficult for most of us to know how we would respond to such a discovery; however, Paul’s reaction was not one that most people found acceptable. With little appreciation for the situation’s gravity, the crew filmed the victim close-up, only blurring his face. What’s more, “Paul is even seen laughing and cracking jokes about the deceased man." For instance, when one of the crew members acted squeamish, Paul quipped: “You never stand next to a dead guy?"

On December 31, he posted the video to YouTube and titled it “We found a dead body in the Japanese Suicide Forest.” Public criticism was swift and severe. Paul’s initial response to the backlash was to claim he was trying to help: “I intended to raise awareness for suicide and suicide prevention.”

Most people, however, didn’t buy his defense. So, less than 24 hours after posting the “suicide” video, Paul took it down. He has since offered a 1:45 minute apology titled “So Sorry” in which he appears much more contrite. After expressing special remorse for the victim and his family, he offers:

“I’ve made a huge mistake. I don’t expect to be forgiven. I’m just here to apologize. I’m ashamed of myself. I’m disappointed in myself, and I promise to be better. I will be better.”

Despite the ‘mea culpa,’ Paul has continued to experience backlash for his actions, including severe media criticism and a threatened lawsuit from Maverick Apparel, which claims mistaken consumer associations with Paul’s ‘Maverick’ brand have already cost the company $4 million. Even more devastating, YouTube has dropped Paul from its Google Preferred Program, meaning that while he can still post to the platform, his videos will no longer be marked for advertisers as high-quality content.

Popular opinion is that Paul has gotten what he deserves for making light of a problem as serious as suicide, for disrespecting an individual who took his own life, and for adding to the hurt of the victim’s family. While that public censure is good, it begs the question: Why aren’t people equally offended by Paul’s continual abuse of the living?

If you’re familiar with the vlogger’s work, you probably already know what I mean. If not, just peruse his YouTube channel. Or, the rest of Paul’s visit in Japan provides many specific examples. For instance, when he first arrived in Tokyo, he stuck his head out the window of a black limousine and shouted to anyone who might hear, “Hello, everybody. I’m just a blond white boy from Ohio here to cause trouble in your country.”

Paul then proceeded to buy a dead fish and a squid tentacle at a fish market, which he waived in the faces of by-passers and plastered against the outside of a restaurant window. He eventual abandoned the foul items atop the trunk of a taxi as it drove away.

Or, to see a broader sample of Paul’s irreverent acts, checkout his 2017 year-in-review video. In this retrospective, Paul cites many of his most notable ‘accomplishments’ of the past year, for instance:

Shipped roommate Evan to Paris in a bag
Officiated a wedding (Does he have credentials for doing so?)
Faked his own death
Had the Secret Service arrest his brother Jake
Filled his brother’s pool with slime
Got arrested by Italian police
Use a crane to take a ride down his new street
Surfed down the street on a Christmas tree

In addition, Paul is no stranger to sexually explicit content. One of his video posts titled “Stole My Brother’s Girlfriend” begins with him getting kicked out of a retail store because he “got naked” in one of the aisles and ends with a young female companion sporting a scarf made of condom packs. Paul also produced and starred in a music video called “No Handlebars” that featured the lyrics “I’ve been cyclin’ on your chick” and the refrain “I can ride your girl with no handlebars."

Logan Paul has said his goal is to become “the biggest entertainer on the planet.” It’s unfortunate that he’s chosen to pursue that goal at the expense of others’ dignity. Yes, deriding a suicide victim was abhorrent, but so are many of the other things he does like objectifying women and crudely treating people as means to more YouTube views. Paul is a talented young man with considerable potential, but unless he completely recreates his ‘product’ and treats both the dead and the living with respect, he will always be guilty of “Single-Minded Marketing.”

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Barfarian Sneakers

10/7/2017

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

People once wore one sneaker to do everything. Thanks to Nike and other apparel manufacturers, there are now specialized sneakers for almost any activity, from basketball, to lacrosse, to volleyball. Maybe we shouldn’t be surprised, then, that one well-known company has created a special shoe just for this favorite pastime: drinking.

Yes, German footwear giant Adidas is marketing a shoe called the München (or, Munich) that has a “durable puke and beer repellent (DPBR) coating” that allows users to dabble in drunkenness without ruining their footwear.

Why would one of the world’s leading apparel manufacturers, which equips superstar athletes like Novak Djokovic, Lionel Messi, and James Harden, want to outfit the town drunk? The reason is more compelling than you might think.

Early fall is the time of year when many cities, towns, and other associations, host their own version of Oktoberfest, the lively celebration best known for one thing—beer. The granddaddy of all these well-oiled gatherings is the one in Munich, Germany, which claims to be “the largest festival in the world.” It just completed its 184th iteration.

Munich is located in the heart of Bavaria, world-renowned for its hops and boasting some of the most prolific beer-drinkers anywhere—the average Bavarian consumes 150 liters, or 40 gallons, of beer a year. Adidas is also in Bavaria, headquartered in Herzogenaurach, less than 200 km north of Munich and the original Oktoberfest.

Interestingly, Oktoberfest didn’t start as a keg party. It began as a wedding celebration for Crown Prince Ludwig and Princess Therese that included horse races and a “festival for the whole of Bavaria.” The following year, the horse races returned, and over the years, additional activities were added to the annual festival, including more places to buy beer.

The latest iteration of Munich’s Oktoberfest featured about 143 food and drink businesses, which started serving suds at 10:00 am on weekdays and 9:00 am on weekends. Those early hours helped vendors sell over 6 million liters of beer during the festival.

As you might imagine, with so much “liquid gold” flowing freely among 6.3 million visitors, there are likely to be incidents, such as the 7,900 people who needed to visit medical tens and the 600+ individuals who got alcohol poisoning. One Munich native describes the often unpleasant scene:

“During Oktoberfest, the city gets packed and there are drunk people everywhere, and all the time. The drunken debauchery often leads to fights, aggressive behavior, and bierleichen — so-called "beer corpses," which is what locals call the many passed out drunks lying on the hill behind the tents.”

This past year, an American tourist from Texas didn’t let his one-year old baby strapped to his chest stop him from getting plastered. As the man slumped over, police took the baby away and took him to the hospital.

Given its geographic and cultural closeness to the debauchery, it appears that Adidas has picked the perfect target market for its ‘drinking sneaker.’ In addition to the barf and beer-resistant coating, other details artfully reinforce the shoe’s positioning, e.g., a red and white check lining that matches the beer tents’ tablecloths, a brown and gold upper that coordinates with lederhosen, and the word “Prost” (German for “cheers”) embroidered on the side. Even at €199.95 (about $240), the sneakers sold out on one popular website, suggesting that Adidas has a marketing hit.

However, just because Adidas can sell a shoe for drinking doesn’t necessarily mean that it should. While many people drink responsibly, and some studies even suggest benefits from moderate alcohol consumption, there’s a difference between having a beer with dinner and drinking oneself into a stupor, which is when a sneaker’s protection against suds and vomit becomes most important. Consequently, it’s fair to ask, ‘Does the sneaker’s unusual positioning encourage drunkenness?’

Of course, no sneaker by itself will make people drink. Personal and social factors hold much more influence. Still, there’s something unseemly about products that promise to help us avoid the negative consequences of bad behavior. For instance, I’d bet that people who own radar detectors are more likely to speed. Do the detectors make them speed? No, but having a device in their vehicle that significantly reduces the probability of getting caught probably encourages them to take their chances.

Is the possibility of ruining one’s shoes a deterrent to drunkenness? It’s probably not a major factor, but it must have some influence; otherwise, Adidas wouldn’t have developed the special coating and consumers wouldn’t be buying up the sneaker's supply. The more important point is that by marketing the shoe, the company is essentially saying, ‘Go ahead and drink ‘til you hurl; we’ve got you covered.’

But, maybe it’s not just people who get drunk who can benefit from the sneakers. There also are individuals who drink moderately, or not at all, who risk having their shoes ruined by others’ indiscretions.

That’s a reasonable argument, except for the fact that it’s pretty unusual to get vomited on unless you’re keeping close company with buds who are bashed. Likewise, how many people are willing to shell-out $240 for sneakers when there's only a remote possibility that they’ll be walking in other people’s puke. It seems like the sneakers’ primary appeal, therefore, is to people who plan to get plastered. That bad intent is reinforced by Adidas offering a free beer mug with every purchase of the sneakers.

Aside from some people’s wild intemperance, Oktoberfest is a great cultural event that brings families and communities together to celebrate Bavaria’s rich history. Similarly, Adidas is a fine company that is smart to support its German heritage. However, any product that makes it easier to overindulge on alcoholic must be called “Single-Minded Marketing.”

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Employee Upgrade

9/22/2017

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

Many employees have to take work home with them: It’s reality for a great many jobs. One company, however, is eroding the personal/professional boundary even more. Wisconsin-based Three Square Market, also called 32M, is asking its employees to take work home “in” them.

32M is the first U.S. company to “chip” its employees. Workers who agree to the anatomical upgrade, have a grain-sized microchip implanted under the skin on the back on their hand, between the index finger and thumb. A CNBC video gives a great visual of the chip and how it’s injected.

Not long after the company had made the chip available, 50 of 80 employees had volunteered for the insertion. Software engineer Sam Bengtson explained his reason for accepting the chip:

“It was pretty much 100 percent yes right from the get-go for me. In the next five to 10 years, this is going to be something that isn’t scoffed at so much, or is more normal. So I like to jump on the bandwagon with these kind of things early, just to say that I have it.”

For employees, the value of the implant is mainly convenience. The RFID-enabled chip allows workers to swipe into buildings, pay for food in cafeterias, and log onto computers, all with the wave of a hand—no need to pull-out ID cards or type in passcodes.

So, what are the benefits of this technology to 32M? The main advantage would seem to be that the technology relates directly to the company’s product. The B2B firm sells self-service micro-markets to other organizations: miniature convenience stores where employees can purchase food and drink without anyone helping them. Although there are other ways for shoppers to “check-out,” an implanted chip may be the way people buy potato chips in the future.

Another reason for 32M chipping its own employees could be that it’s trying to better meet their wants and needs, which is sometimes called “internal marketing.” The basic premise is that a firm needs satisfied employees in order to have satisfied customers because the former serve the latter.

Perhaps there are also some cost savings that will accrue to 32M, either because the technology will prove cheaper over time than existing security systems or because employees will save time, which means money. Beyond these possible reasons, 32M’s motivation becomes even more speculative. CEO Todd Westby claims that the RFID technology will become the standard for using all manner of security-driven devices, but those are the same employee convenience reasons mentioned above.

It’s interesting that of the many news articles written about this story, none that I’ve read talk about specific benefits for 32M. That curious omission makes it even more tempting to imagine unscrupulous reasons why a company might want to chip its employees.

Along those lines, one of the most compelling concerns the chips present is privacy. For instance, will companies be able to track their chip-toting workers wherever they go? The simple answer is “no” because the chips do not have GPS technology.

That fact, however, doesn’t preclude firms from installing RFID readers throughout their own facilities to see how much time people are spending in the breakroom or how often they’re using the bathroom. Dr. Alessandro Acquisti, a professor of information technology and public policy at Carnegie Mellon University echoes this concern: “Once [the chips] are implanted, it’s very hard to predict or stop a future widening of their usage.” Just like marijuana can be a gateway drug to heroin, companies’ use of embedded RFID chips to track employees’ snack purchases could easily lead to all kinds of other monitoring.

Related to privacy is the issue of security. 32M claims that the chip’s data is "encrypted," but that term has a wide range of meaning, similar to “biodegradable.” Dr. Acquisti explains that encrypted is "a pretty vague term . . . which could include anything from a truly secure product to something that is easily hackable." No information is safe if hackers can crack the encryption key, and shorter encryption keys are easier to decipher than longer ones.

Another concern surrounding the chips is safety. Fortunately, implantation is relatively painless—“Just a little prick” and a “brief sting.” Also, the FDA approved the technology about 13 years ago, which is somewhat reassuring. It’s hard, however, to know the long-term impact of a foreign object placed in the body. Thirteen years is not that long a track-record, especially given limited trials.

Furthermore, what happens when a chip goes bad or becomes obsolete and needs to be replaced? Or, what if an employee leaves to work somewhere else that uses its own RFID chip? There’s also the possibility of other organizations, like airlines and athletic clubs, asking us to insert their own chips into us so they too can track our consumption. Pretty soon people become human pin cushions.

For those and other reasons, it’s good that 32M has made the chips optional: “For employees not prepared to implant a chip in their bodies, the company is offering two other options – the same technology, placed in a wristband or a ring.” One has to wonder, though, how much freedom of choice 32M employees actually have.

How would you feel to be one of only a few people in your office wearing a special wristband or ring? What do those very visible accessories say about you in terms of how much you embrace technology, support your company’s new initiatives, and trust your employer? A strong argument can be made that 32M employees don’t truly have informed consent. In other words, although they may have a fairly good idea of how the chips will be used, their desire to stay gainfully employed can compel them to choose something they don’t really want.

Organizations have to be especially careful when marketing to their own employees. Unlike external customers who can freely tell companies what they like and don’t like, employees usually can’t afford to be so frank. Although the RFID chips may produce some benefits for 32M and its people, asking them to put the tracking devices under their skin is not a fair request; rather, it’s “Single-Minded Marketing.”

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Tinder-garten

9/9/2017

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

It’s great to watch kids grow and mature, for instance, as they take their first steps, attend their first day of school . . . have their first hook up?! Most parents don’t want to imagine that last experience, especially if their children are still young; yet, some companies are making meeting apps that many are calling “Tinder for Teens.”

If you’re not familiar with Tinder, that’s not a bad thing. It’s one of the seemingly hundreds of dating apps that have hit the market over the past few years, helping people find significant others. However, there are big differences between Tinder and some of the more traditional dating sites.

For instance, eHarmony users answer a lengthy set of probing questions, aimed at finding one’s true soulmate, which takes over an hour. The cost for one month is $49.95. A Tinder profile, on the other hand, is free at the basic level and takes only a few minutes to setup: “You simply download the app to your smart phone, link to your Facebook account, choose up to six photos of yourself, and write a brief bio. That’s it!”

The use of Tinder is equally easy, and as many would say, pretty superficial. Even though bios are available “it’s all about the photos.” Users review others’ pics, and if they see someone they like, they swipe right, while everyone unattractive gets swept left. If two people swipe right on each other, the app invites them to start chatting.

This quick and easy vetting reflects the way many users regard the people they meet through the platform, i.e., users turn to Tinder to find candidates for casual sex, i.e., one-night stands, i.e., “hook ups.”

Sexual intimacy without commitment tends to end badly for people of any age. It’s especially abhorrent to encourage lascivious behavior among adolescents, who are even less cognizant of the consequences of their actions. Some teen-targeting apps are doing just that, however. What’s more, there can be other consequences for these young people that are even worse than those of casual sex with their peers.

Probably the most popular friend/dating app for teens is Spotafriend, which describes itself as “the hottest teen swiping app for meeting new friends.” The company’s website goes on to claim that it is “not a teen dating app, it’s a new way to make friends.” However, that self-assessment is quickly questioned as Spotafriend’s own LinkedIn site says: “Meet teens near you with Spotafriend, the Tinder alternative for people ages 13-19.”

But, maybe Spotafriend’s comparison to Tinder is just puffery; or perhaps it’s only referencing the more demure uses of the adult app. It’s hard to make those interpretations, however, after reading one of the featured posts on Spotafriend’s blogsite titled “5 Major Hook-Up Ground Rules.” Here are a few excerpts from the article:

“Hookups in high school and college are exciting, and can be your first real meeting with the issues of love and sex, issues that most of us don’t really understand in our teenage years.”

“If you’re just kissing, or going all the way, make sure both participants are comfortable and willing to continue with the interaction.”

“Do Whatever Makes You Comfortable”

“Many acts that people consider “hooking up” carry the risk of infectious diseases being spread from person to person.”

Unfortunately, the possibility of reckless sex with someone the same age is not the only serious risk to teens using Spotafriend. Given that the app’s parameters are “for people age 13 to 19,” there’s built-in potential for 18 or 19-year-old men, legally adults, to interact with 13-year-old girls. What’s even worse is the ease with which even older adults can access the app and join the mix.

Lisa Schmidt, a 42-year-old dating coach and matchmaker, was curiously concerned about the rise of dating apps for teens, so she decided to check-out Spotafriend. In her guest blog post on Global Dating Insights, she recounts how easy it was for her to access the app and pose as a 15-year-old girl. It was even easier for her to change her birthday once inside.

As Schmidt’s experience suggests and leading child psychologist Michael Carr-Gregg confirms, apps like Spotafriend are “‘on-line playgrounds’ for paedophiles.” Carr-Gregg adds, “All it would take is a smooth-talking paedophile to send some silky little messages to these kids and away we go.” The fact that such apps are location-based and work seamlessly with messaging apps like Snapchat makes teens all-the-more vulnerable to predators.

It’s great when people use social media to build friendships. Spotafriend’s name and promotion, however, are misleading. The app’s real aim appears to be more about helping teens “hook up,” while providing few safeguards against sexual predators. Unfortunately, many innocent young people fall victim to the appeal, making Spotafriend an example of “Single-Minded Marketing.”