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Marketing in times of disengagement

Welcome to the age of disengagement. An era where people don't invest time, effort or emotions at work, home, politics, or religion. They have lost faith in the system. Perhaps, the inequality gap and dysfunctional politics are sucking up all the energy from society. Instead, people are taking actions on their own and holding business accountable to higher standards.
This trend impacts culture, business, and every day life.
According to Gallup research, 7 out of 10 employees aren't engaged in their work at the office. To say it more directly and through the words of the comedian George Clarin, "most people work just hard enough not to get fired and get paid just enough money not to quit." People want to earn a good living while doing work that matters.
There's also disengagement in people's personal lives. As a result of high divorce rates, the isolating feeling of loneliness has risen to 65%, a number that has continuously increased over the past ten years. Research has found that loneliness carries the same mortality risk as smoking and damages your health two times more than obesity does.
In politics, defections from political parties have doubled in the past 50 years, which is largely because political parties can't seem to agree on anything. Seemingly so, politicians would rather shut down the government than make a compromise for the well-being of the country. So, voters think: why bother?
Disengagement has engulfed society, which poses a huge challenge for marketers. How do we engage with people who don't want to be engaged? Think about it.
Only brands that have a high sense of purpose or that will improve our lives or the world will survive. Today, 63% of consumers only buy products and services that appeal to their beliefs, values or ideals according to GFK.
Having a sense purpose is not about tweeting, sharing pictures in histograms or posting videos on Facebook to celebrate the moment. It is about brands putting their money where their mouth is. And providing tangibles products and services that impact our lives.
Introducing mandatory minimum global maternity policy. On March 2015, UK-based telecoms group Vodafone announced that it would define a mandatory minimum maternity benefits standard in all 30 countries in which it operates.
Opening co-working space and cafe for entrepreneurs. In February 2015, Warsaw's Idea Bank's city center branch was styled as a café and staffed by baristas. The retail bank's coffee shop and workspace were opened to attract small business owners away from local cafés, offering free beverages, offices, and bookable meeting rooms.
Providing free subway tickets offered in exchange for exercise. January 2015: The Mexican government installed 30 motion-sensitive machines at subway stations across Mexico City. The machines issued a token that could be redeemed for a subway ticket (which usually costs five pesos) to any commuter who completes ten squats. 
Meaningful actions are the only way to get people's attention within a sea of content. Only meaningful actions will get people to engage and talk about your brand. Only meaningful action will get people to buy your brand. In times of disengagement, having a high sense of purpose means everything.


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