PPPPassing The Time (Four Ps #215)
Unthreading nostalgia for creation, consumption, collaboration & consternation.
There are pros and cons to writing a newsletter every other week.
With the benefit of time, each of the four sections is (likely) more thoughtful, measured, and accurate. I'm able to research and gather more insights on topics while keeping running thoughts for up to 10 days before I have to commit to sharing and shipping this to over 9,000 readers (or at least 9,000 different email addresses).
One downside: I lose an opportunity to be the first to share my opinions on something new and impactful, like Meta's new Threads app (not to be confused with this Threads), which launched 13 days ago. And while I was quick to share reactions on LinkedIn, not all audiences overlap here and there. But "right-time" should trump "real-time." At least most of the time.
As Hootie and his merry band of Blowfish sang, "Time is wasting. Time is walking. You ain't no friend of mine. I don't know where I'm going. I think I'm out of my mind." So forgive me for being the latest, while certainly not the last, to unspool here with you one more time.
Something Personal: The Summer of Looking Back
The Summer of Nostalgia is turning up the heat, casting a quixotic spell, and serving as a constant reminder of the passing of time. Everywhere I turn, I am greeted by echoes of cherished childhood memories that seem to grow more distant with each passing day.
The most bittersweet reminder of days gone by may have been the sight of my daughter and her new friends this past weekend during Visiting Day at her first summer at sleepaway camp. Watching her excitedly embrace this milestone stirs up a whirlwind of emotions within me, transporting me back to my own youthful summers filled with endless adventures and newfound friendships. The smells. The sounds. The sun. It's all the same and stirs a poignant mix of joy and longing that fills my heart. Cue Lana's "Summertime Sadness."
But the Summer of Nostalgia doesn't stop there. It permeates the very fabric of our culture, manifesting in unexpected ways. The resurgence of Barbie, now dominating the box office and captivating the masses through countless marketing collaborations, is geared towards our generation and putting the “Consumer Oversaturation Principle” to the test. While I was much more He-Man and Star Wars than Barbie, the pervasive pink evokes memories of a simpler era when Barbie reigned supreme in the realm of play. I'm personally more excited for the Teenage Mutant Ninja Turtles movie, but any potential sewer or pizza partnership will have far less appeal...
Time... It's always present. In a twist of fate, I find myself partnering once again with a client brand from my past that I haven't worked with in two decades. The reunion serves as a stark reminder of the passage of time and how much has changed since we last collaborated. Even the upcoming Women's World Cup acts as a timekeeper, marking the years that have slipped through my fingers. Were those trips to support friends at the 1999 and 2003 Women's World Cup that still feel fresh and fun really 20-25 years ago? All of these are testaments to the enduring power of nostalgia, as our shared history rekindles a sense of familiarity and fondness.
Yes, I should be looking ahead, or at least enjoying the moments and not turning back... Yes, it was great to be out on the lake at camp visiting day this past weekend. Yes, catching up and sharing laughs with old colleagues I hadn't seen in 5 or more years last week was enjoyable. Yes, I am excited for the next month of international soccer that will serve as a "last hurrah" for a third generation of American soccer legends (Megan, Alex, Kelley, but sadly not Becky) and the hopeful introduction of new ones.
And yet another reminder of the passage of time is an actual tool to mark the passage of time. Earlier this month, we purchased an Apple Watch for my son's birthday. Feeling inspired, I also picked one up for myself. It is the first time I've worn a timepiece on my wrist in 20 years, after briefly wearing a Cartier gifted as a college graduation present. In an age when mobile phones are ever-present, rendering watches seemingly obsolete, I had long abandoned the practice. Yet, the Apple Watch serves a purpose beyond timekeeping—it motivates me to prioritize my health, monitoring my steps, fitness, and activities. Additionally, its limited access to certain apps liberates my mind from the constant distractions of social media, fostering a sense of mental clarity. Until social media platforms expand app support for the Watch, maybe...? (more on this in the next P.)
As I navigate The Summer of Nostalgia, fully aware that time marches on whether I embrace it or not, it serves as a reminder to savor the moments that make up our lives, both old and new.
Something Practical: Not Enough Time on Our Hands
We know timing can be everything, and whether Meta planned to release Threads at a time when Twitter is most vulnerable or not, Threads is already a force. The microblogging app quickly gained momentum and over 100 million sign-ups in just five days. And, of course, everyone has already weighed in. Within three days, both the New York Times and Wall Street Journal had podcasts up asking if this is the "Twitter killer." I'll admit... I'm hooked.
Over the past two decades, social media has literally changed my life in several ways: I met and fell in love with my wife thanks to Friendster (albeit indirectly), I had a career trajectory-changing experience thanks to Facebook and Twitter, and have continued to be amazed at the connections that these channels and platforms make for and between people.
But with the good has come significant issues, challenges, problems, and destruction. But one thing is for certain: Social media is not going away anytime soon. For the past few years, the overwhelming weight of my digital engagement has come on two platforms: Twitter and LinkedIn (Hello, Updated Algorithm!). But with the deterioration of Twitter over the past year and the arrival of new channels on the scene, it's forced me to rethink things. The proliferation of content has also created a ton of noise that I think about often as the "90-10 Trifecta:"
90% of content is created by 10% of profiles.
90% of digital profiles are consumers, not creators.
90% of content created is absolutely useless.
As a marketing professional, I've developed, adopted, borrowed, and stolen countless strategic frameworks that help me think about the role each platform can play for brands. And every time a new platform like Threads arrives on the landscape, I like to pull out some of my old tricks and think about how to shift and adapt my PERSONAL social media strategy. One of my favorites is the "Creation / Consumption Graph," an easy visual that's two graphs in one. Think of it as "What You Say" and "What You See." On the left is a visual summary of how I think about the content I create.
From LinkedIn posts and my podcast to this newsletter... and the private Instagram feed where I post family and personal pics just to people I know. On the right is how and where I read, watch, listen and ingest different types of content.
As brands are thinking about what to do about Twitter or evaluate where Threads fits into the comms plan, another framework I like to use is the A-B-C mindset: Who is your Audience, what Benefits are you offering, and how do you Communicate with them? And how does that come to life?
Threads benefits from integration with Instagram and the demand for a Twitter alternative, caution is advised as previous promising social platforms have ultimately failed. Brands should note that Threads currently lacks ads, but branded content tools may be introduced in the future. A new study followed 30 brands across both platforms and found “87% had more engagement on their posts on Threads as compared to Twitter.” Threads also aims to avoid hard news and politics, focusing on creating an open and friendly public space for conversation. Although lacking some features, improvements are planned, and the app's popularity has exceeded expectations. But activity is starting to decline after an initial burst. I see Threads sticking around, but it needs a viable desktop version to do so…
Last week, I called Threads a "Social Media Nicorette," because while I'd like to wean myself off of Twitter, Threads is more likely going to be a less noxious, yet still addictive step on my path to disconnection. As with any social platform, the challenge for Threads will be to maintain user engagement, avoid spam and grifters, and offer compelling features that keep users coming back amidst potential social media fatigue. So let's see what MAU (monthly active users) looks like in six months. And what engagement rates with brand profiles look like in three months. For me, the goal is to decrease quantities of time on social while improving quality of time.
But for your feeds and channels, just enjoy it. Embrace the positivity and avoid the negativity. Be present, stay vigilant, be careful what you share and to whom, watch what your kids are saying and seeing.
Something Professional: Into The Mostly-Known
If I was late to be a first opiner on Threads, I'm proud of having been early when it comes to spilling the tea concerning virtual and metaverse experiences. You may think that we're early, or possibly even now too late... but metaverse experiences and activations are only going to get busier. And with Meta's partnership with Roblox, we now have software and hardware coming together for a Mass Adoption Event.
So what do you know about the coming meta-wave?
Latest forecasts reveal some staggering predictions that you simply can't ignore:
By 2027, 70% of all brands will have a presence in metaverse ecosystems.
A quarter of consumers will spend at least 1 hour daily in the virtual and augmented environments by 2026.
Gen Z will spend 50% of their time in metaverse activation by 2030.
Users spent an astounding $110B on digital goods in both closed and open virtual communities just last year!
Metaverse VC funding hit over $20B in 2022, with giants like Meta and Microsoft investing an additional $80B in acquisitions.
These numbers don't just suggest a trend - they indicate a revolution. I still won't call it "The” Metaverse, but the AR/VR progression isn't just a fad; it's a game-changer, set to redefine our digital experiences. The question now isn't *if* you should engage (because you probably are, and may not even realize), but how quickly you can adapt and thrive in it. The need to understand and navigate this new frontier is more crucial than ever.
But the biggest need may just be some simple re-branding. Most metaverse channels are not built on the blockchain, so lumping it in with "Web3" is not accurate. Yet this is probably the biggest hold-up at the moment?
Speaking of Web3, how long have I been talking about brands using blockchain and tokens for improving CRM? French sportswear brand Lacoste is embracing Web3 technology by launching a new token program called Undw3 card, which integrates blockchain-based rewards into its loyalty strategy. Holders of the card can connect their digital wallets to a dedicated website and engage in various experiences to earn rewards. This includes accessing exclusive Discord channels, attending events, participating in discussions with the brand and its ambassadors, providing feedback, co-creating products, and playing games that increase the rarity of their NFT.
Like it or not, this new approach aims to transform casual fans into compelling advocates, build stronger communities, and explore new possibilities through blockchain technology. The more engagement, the higher the NFT's value and the better the rewards, with a leaderboard showcasing top players. Lacoste's move demonstrates its potential for the fashion and retail industries.
Something Political: A Time to Speak Up
While having breakfast at a hotel in upstate New York over the weekend, I caught the tail end of a Douglas Emhoff (a.k.a.: the Second Gentleman) appearance on Good Morning America. The only other people in the entire restaurant were four older (ages 60-70), well-dressed men, who were not paying attention to the television until this segment came on. Emhoff will be traveling to the opening ceremonies of the aforementioned Women's World Cup and was talking with co-host Michael Strahan about the send-off for the U.S. Women's National Soccer Team.
Upon seeing Emhoff, I immediately heard one of the men refer to him as an "N****-Lover," which drew laughter from the other men. And when the footage of the American women's team's recent matches played as b-roll behind the Emhoff interview, the derogatory slurs turned to blatantly anti-LGBTQ rhetoric. In New York. 2 hours from New York City. Right out in the open. I'm just glad my family, still asleep in the hotel room, wasn't around to hear it. My first instinct was to say something from my table. But what?
So there it was, out there in broad daylight -- openly racist and homophobic hate speech. I've been thinking about whether I should have said something ever since. And while I'm not surprised that it happened, both the nonchalant references and my inaction were shocking.
In the days since, my mind keeps going back to a book I read a few years back by social welfare professor Elizabeth Segal called Social Empathy. For all the political and social divisiveness, the real root of many of these problems comes down to the erosion of empathy. Dr. Segal defined social empathy as the ability to understand and share the experiences and perspectives of others, particularly those who are different from ourselves. She explored the importance of recognizing the structural and systemic factors that contribute to social inequalities and how empathy can help bridge these divides.
By understanding and working on their social empathy, individuals would gain insight into the experiences of marginalized groups and develop a sense of collective responsibility to address social injustices. But alas, we're moving in the wrong direction. She wrote that empathy allows individuals to recognize and challenge their own biases and prejudices, leading to a more inclusive and accepting society.
Honestly, I'm not sure this helps me figure out, in retrospect, if I was wrong to say quiet and say nothing to those asshats. Being an ally here doesn't do much if I can't stand up and do what's right in the heat of the moment. It is in these moments, when confronted with the choice to confront or remain silent, that the true test of our character emerges.
Overhearing racist and homophobic comments sends shockwaves through our being. Our hearts pound, our thoughts race, and a wave of conflicting emotions crashes upon us. We grapple with the responsibility to stand up for what is right, to challenge ignorance, and to defend those marginalized by such repugnant words. But, weighed against this sense of duty, we cannot ignore the very real dangers that may lurk in confrontation. Was I a coward for saying nothing? What would it have accomplished? And who knows if one of these guys had a gun?
To speak out against racism is to willingly expose ourselves to the fury of prejudice and hostility. Fear whispers in our ears, warning us of the potential repercussions—verbal abuse, physical harm, or social isolation. The path of silence, on the other hand, offers refuge, a fleeting respite from the storm that rages within. It promises safety, but at the cost of our integrity and the perpetuation of injustice.
It is in this crucible of dilemma that we must reflect deeply, for our choice shapes the world we live in. It is through brave souls that change is forged. Yet, it is also true that not all battles can be fought at every moment, and personal safety must be valued. Ultimately, this is a decision each of us must make when confronted with such an agonizing choice. But let us remember that progress is born from those who challenge the darkness, who dare to confront the intolerable. The struggle to reconcile our moral compass with our safety is one we must face with courage, compassion and an unwavering commitment to justice. Only then can we hope to reshape a world that embraces equality, inclusivity, and love.
Maybe next time I'll have the courage... because there is almost definitely going to be a next time. For all of the social progress we've made, it's all recent history. There's a long way to go, and it will take time.