Information Age

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Dennis Ryan, Element 79, Chicago Advertising

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I blame Y2K.

Or more specifically, the hysteria that built up over the moment the clocks would hit the first second of the year 2000.  At that point, every computer and microchip would…well, they would do something.  Something awful, something bad, something awful…bad. Pundits preached caution. Web firms sold protective software and patches.  Corporations and governments prepared for the worst…

Then nothing happened.

Real life flew in the face of every exalted expert, every network news designated authority, everyone we entrusted with our faith in the worst.  In the end, Y2K was a non-event.

Unfortunately, these types of non events seem to be on an upswing of late, spurred on by our voracious 24/7 appetite for news.  Just last week, the clean up effort in the Gulf was suspended due to the looming onset of Hurricane Bonnie; oil rigs were abandoned, crews evacuated.  But by the end of the week, Bonnie weakened considerably as it passed over Florida and by Saturday, the National Hurricane Center characterized it as ‘dissipated.’  Still, the dire predictions alone resulted in a 27% drop in Gulf crude-oil production and 10% in natural gas.

More amazingly, the New York Times reported yesterday that the oil slick itself appears to be dissolving far more rapidly than anyone expected.  Apparently 80º seawater that bakes at 100º at the surface may have evaporated as much as 40% of the gushing light crude.  Combined with microbacterial degradation and the effects of all that chemical dispersant, the slick has largely disappeared.  That’s not to say we’re out of the woods and everything is snips and snails and puppy dog tails, but it bears remembering that less than two months ago on June 2, this same august organization reported that a nuclear option was being considered to stem the seemingly unstoppable flow.

People make mistakes.  Even experts can get it wrong.  And given the choice between measured rationality and fever-pitch hysteria, news outlets will always pick the latter.  After all, they’re in the business of selling newspapers and aggregating viewers.  Just think back to that Summer when killer pit bulls threatened every man, woman and child in America with their evil, pipe-snapping jaws, and ask yourself what happened? Suddenly those stories stopped.  Did the dogs suddenly stop biting people or was the threat exaggerated in the first place?

Our throughly wired, always on world now lurches from crisis to crisis, and our collective stomach linings grow progressively thinner with worry.  Almost all of us battle some sort of low-level anxiety regarding all these uncontrollable yet broadly publicized threats to our well being.  For weeks, I got two or three updates a day on the performance of the stock market until I finally realized how to opt out of these updates–they were making me nervous and I know next to nothing about financial markets.  Tom Petty got it right with his song “Crawling Back To You”: “MOST OF THE THINGS I WORRY ABOUT/NEVER HAPPEN ANYWAY.”

We live in an unparalleled information age.  And by the same measure, an unparalleled misinformation age.  And so the real advantage lies not with whomever can accumulate the most information, but whomever can curate the best information.

That’s a key skill for these dizzying times.

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By Dennis Ryan, CCO, Element 79

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I never really got the whole SIGG water bottle thing.  Oh they looked cool and everything, but since I drink a decent amount of coffee, it seemed more sustainable (and about thirty bucks cheaper) just to use my mug when I switched to water later in the day.  Still, there was no denying the popularity of those aluminum jugs and their corresponding eco-cred.

Well actually...

Well actually...

That is, until some news broke late last week. Apparently, the Swiss makers of these aluminum canteens have long claimed that their bottles tested free of Bisphenol A, or BPA, which has been suspected of being toxic to humans since the 1930′s and is now banned in many states and countries after being proven disruptive to the endocrine system.  This BPA-free claim helped them steal significant share from their rival, the highly popular plastic Nalgene bottles, which once did contain BPA.  SIGG sales soared on this news.

But SIGG sales are plummeting today as people learn that their water bottles actually did contain BPA prior to 2008–not in the aluminum bottles themselves but in their epoxy liners.  Company CEO Steve Wasik has become a symbol of corporate duplicity to this highly-engaged consumer group.  While he weakly tried to defend his actions based on his not having lied by the letter of the law (“they tested PBA free…“), his clearly-evident truth-skirting made that argument about as successful as President Clinton’s infamous “It depends on what your definition of ‘is’ is” foolishness.  Health-focused consumers feel betrayed and a betrayed market is not good for any commercial endeavor.

The bottom line is simple: tell the truth.  Always.  Yes, as advertisers, we have long colored the truth.  We stretch the truth; we embroider it, spin it, and stretch it to create differentiation or distinguishing properties in the sea of parity where most products live.  But we can’t outright lie.  Part of human nature is how the truth will always out; as a species, we abhor hypocrisy.  So if there’s an internal email somewhere or a secret lab report or a private health panel commission whose findings run counter to the company line, it will get leaked to the public.

Telling the truth is such a basic tenet of human behavior.  It’s also good for business.  Just ask Steve Wasik (steve.wasik.ceo@sigg.com).  By all reports, he’s a pretty nice guy but he has some very uncomfortable explaining to do now.  And a real threat to his bottom line.

By Dennis Ryan, CCO, Element 79

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