I was reading the current issue of an ultra-upscale newsletter that is of interest to our clients in the private aviation business. Amidst articles for numerous luxuries was a story about the latest movies out for distribution. It occurred to me that movies are one of those things that seem to transcend economic classes, enjoyed as they are by the super wealthy and those of modest incomes and everyone in between. Everybody loves a great movie.
There are a number of things like that—universals, well might call them—that nearly everyone seems to appreciate and thus tend to transcend class, economic status, race and gender.
A few others:
Blue Jeans
Denim is that most egalitarian of materials. Despite the fact that you can spend anywhere from $10 – $1,000, the result is the same: you just feel good and relaxed when you’re wearing that favorite pair of comfortable jeans.
A Cup of Coffee
Whether it’s McDonald’s or Starbucks or Folgers, that first steaming cup of wake-me-up is equally appreciated by the homeless man at the shelter and the millionaire sitting in the massive kitchen of one of her five homes.
A Good Story
Stories—everything from a short parable to War and Peace—engage people at a deep level. Stories draw people in. Rich or poor, literate or illiterate, young or old are easily swept up in story. Stories have a way of taking people into deeper insights and emotional attachments that simple prose fails to achieve.
A Faithful Dog
My apologies to cat people here, but there is no companionship quite like a canine’s loyal friendship. I’ve seen homeless people caring for their dogs, as careful to make sure their pets are fed as they themselves. Dogs, being no respecters of pomp and prestige, treat their wealthy masters no better than their poorer ones.
A Pickup Truck
OK, this might be a bit less gender-neutral, but a good truck can be a good friend too. I had the opportunity to visit the CEO of one of our largest clients near his summer home in SW Colorado. We met at a little airport and he pulled up in a ramshackle old pickup. I’d never seen him look happier. He could have afforded a top-of-the-line, brand new truck every six months; but he seemed perfectly content with the old beater he was driving. From day-laborer to contractor to wealthy entrepreneur, a good truck is a prized source of familiarity.
In our post-recessionary economy and politically polarized society, these universals serve to remind us of our human commonalities, and reaffirm our appreciation for the value of the simpler things in life. Sensitive marketers would be wise to acknowledge and address these universals and leverage them to build their brands and promote their ideas.
Leveraging the universals can either be done with cynical manipulation (politicians) or with sincerity (the Salvation Army). It’s hard to tell the difference sometimes, but in either case the impact can be dramatic. If the quality of creative execution is good, you can tap into a common human tendency to seek what is authentic, simple and unassailable. One company that has succeeded on a national scale is Liberty Mutual. Never before has an insurance commercial made me want to be a better person like theirs do: www.whatsyourpolicy.com/videos
I can’t say how honest, ethical or sincere Liberty Mutual is, but their commercials tap into a zeitgeist that is much bigger, much more universal than a mere insurance policy. A good lesson to all marketers to try to tap into that which is most universal about the products and services they promote.