Even if the loneliness epidemic is a bit overblown, there is a cultural tension around isolation. It’s not coming from nowhere. Marketing is not the answer for the biggest societal problems, but it can help, and help brands in the process.
One of the keys to success in marketing is differentiation. In a world saturated with options, what makes your product or service the one to choose? Every category has its leader(s), and competing on their terms is difficult. This is especially true in a world where the best-funded firms can often ignore profit margins (at least in the short-term). It’s led to a world in which firms train consumers to expect near-instant gratification in the e-commerce and online service sectors. It’s hyper-convenience. That can be hard to compete against for companies that can’t endlessly optimize their supply chain or run it at a loss to guarantee on-demand delivery.(more…)