How to be less human
How does a big faceless corporation start to inject some humanity back into its stiff, clotted veins?
Maybe not with stock video and jargon, eh?
The giant snack foods conglomerate Mondelēz International just announced "the evolution of the company’s global marketing strategy: humaning."
In their own words, "Humaning is a unique, consumer-centric approach to marketing that creates real, human connections with purpose, moving Mondelēz International beyond cautious, data-driven tactics, and uncovering what unites us all. We are no longer marketing to consumers, but creating connections with humans."
It will be AWESOME if they deliver on it, because most ads are crap these days. It would probably help their sales. And their DE&I work, which they include in humaning, is important and necessary.
But the jargon-filled announcement, stock-photo film, and weird almost-copyrighted term are a weird way to start 'humaning'.