A New Twist on "Giving Back"

I've been reading and talking lately about the "Giving Back" trend. In these recessionary times, consumers still feel it's still important to give back, and want companies to step up and pick up the slack from folk who have cut back due to finances.

Michael Moore's new movie will take an interesting twist on "Giving Back." There's a hillarious line Moore delivers in this teaser, "I already gave at the bail out." According to its release on YouTube, Moore will "explore the root causes of the global economic meltdown and take a comical look at the corporate and political shenanigans that culminated in what Moore described as "the biggest robbery in the history of this country" - the massive transfer of U.S. taxpayer money to private financial institutions."

The lingering anger and mistrust of "fat cats" and big payouts have to be shaping the findings of a study conducted by Boston-based L.E.K. Consulting that was released today. Despite the optimism among some economists and media folk about the economy, U.S. consumers are actually more pessimistic currently than they were in October 2008. Makes sense to me. In depth consumer interviews conducted via ZMET's approach last October revealed the mindset was "greedy people got us here." Stories of greed kept spinning throughout the winter (remember the Wall St bonus blowback?) As Warren Buffet said in a CNBC interview this past March, the economy has changed the very culture of our nation.

Whatever Michael Moore does with the topic, it will surely be provactive.

Hope & Optimism Still Live: 2007-2037

Way back in 2007, AARP held a YouTube contest asking Millennials to answer the question, "Where do you see yourself when you are 50?" This video is a striking example of the hope and optimism of the Millennial generation. We certainly saw it at work in the Obama campaign. Of course, it was pre-Recession era. However, Yankelovich has identified Hope, Optimism and Responsibility as key values at work in consumer life today, as they track consumer's growing engagement in community, charity and civic life. A coming together for the common good.

A trend that inspires!

The Color of the Year: Mimosa Yellow

Pantone’s color for 2009 is mimosa yellow, which showed up in various shades throughout the Kitchen and Bath show held in Atlanta over the weekend ."The color yellow exemplifies the warmth and nurturing quality of the sun, properties we as humans are naturally drawn to for reassurance. Mimosa also speaks to enlightenment, as it is a hue that sparks imagination and innovation" according to Leatrice Eiseman, executive director of the Pantone Color Institute. Mimosa showed up in various shades throughout the show. Sunbeam calls it “yellow pepper,” while Fiesta Dinnerware has “marigold," and added lemongrass, inspired by Michelle Obama’s inauguration dress. Others in the home industry note a new source of inspiration for color: HDTV and its vivid colors.“ Pantone chose the color because of these sobering times, believing yellow helps generate feelings of hope and optimism.

No wonder I've been seeing "yellow" on the covers of home mags and Pottery Barn. I thought it was a daring choice to go yellow for my boudoir last year. Guess that makes me "pre-trend."

More from Pantone:

"Best illustrated by the abundant flowers of the Mimosa tree and the sparkle of the brilliantly hued cocktail, the 2009 color of the year represents the hopeful and radiant characteristics associated with the color yellow. Mimosa is a versatile shade that coordinates with any other color, has appeal for men and women, and translates to both fashion and interiors. Look for women's accessories, home furnishings, active sportswear and men's ties and shirts in this vibrant hue."

The idea of Obama and Rebranding America

Have you noticed all the Obama merchandise? It seems like an explosion of goods and music. The ladies of the View today visited a DC shop chock-full of Obama stuff. Ralph Lauren's ad in Sunday's NYTimes style section was an homage to the new Presidency, featuring a little African-American boy outfitted in full Lauren Americana of suspenders and straw boater! Today, Oprah offered "America's Song," created by will.i.am and David Foster as a free download. Foster said that it only took 1 week from idea to execution--amazing speed for a collaborative creative project with big name artists (top pix).

It made me laugh to think back to 2004, my pal Alanna's friend, Stacey, was part of a group of young Republicans who had the back-porch idea to create and sell "W" ketchup as a response to the Kerry-Heinz campaign. It seems so quaint to think back to an idea like that, a mere 4 years ago, when the digital revolution was in the cradle and more traditional media drove buzz.

There's something bigger going on here today. It's not only the optimism and hope of the new presidency. It's the speed by which ideas and products can be created and spread into culture.
President Obama--on your inauguration day, the marketer in me toasts you...with Jones cola. To the spread of new ideas! To change and the transformation of the American brand! Yes We Can!

A brief return to optimism?

These congratulations signs are posted around City Hall, courtesy of da Mayor. Makes me happy to see them.

Yesterday, I was reflecting how happy I feel about where the country can be going--probably the first solidly optimistic feelings I've had since 9-11. The TV spinmeisters were also alluding to the same thing. Optimism is a defining value of America--something that hasn't been a part of the national psyche for some time.