A life worth wanting, the luxury of human connection, time on the moon + some good old spring cleaning
March 30 2023
This week, I found myself filling The Digest with several examples of the importance of connection. Far from being a standard buzzword, this primal need for our species seems to be coming to the forefront of both luxury experience and, spurred on by a wind of change in the advertising industry, as the motor for climate action.
Does that surprise you? I can’t say that myself (says the girl who is toiling away at her first book, 'The Path to Connection’), but I’m excited to explore this further. After all, what’s the point of being here if not to connect?
That said, I hope you enjoy this week’s edition, and feel free to drop me a line, say hi, or tell me what you’ve enjoyed.
Have a good one,
Much love
Anne
LOOKING OUT
“Kindness is one thing you can’t give away. It always comes back.” —George Skolsky
A LIFE WORTH WANTING
‘Nothing matters more than feeling connected.’
That’s not just a simple declarative sentence; it’s the result of an 18-month exchange with 25 ‘everyday people’ in the UK, people also called the ‘persuadables’ - a term meant to indicate that this group (also known as the Conflicted-Future-Fearers) sit in the middle on climate, and doesn’t know what to do with themselves on this topic.
This was introduced to me in The Drum via an opinion piece by the co-founder of Purpose Disruptors, Lisa Merrick-Lawless and Ally Kingston, who presented extracts from their citizen report, Good Life 2030. The ex-advertising execs are addressing the ‘architects of desire,’ marketers and advertisers at large who are responsible for overconsumption in our modern societies (their focus is mostly Europe and US-based).
As an ex-head of communications and wholesale director, I’ve done my fair share of peddling luxury goods to unwilling audiences, doing my very best to make those red-soled shoes as covetable as possible, so I feel the authors are talking to me (perhaps to you too).
Their suggestion is sound, especially given their research: they are inviting the industry to change the narrative, rethink what we are selling, and create a new story, one that shows a more coherent ‘good life,’ not just about more, more, more, but about inner and outer connection. Honestly - just what I needed to read today. Discover here.
TRUE LUXURY IS HUMAN CONNECTION
I offer you another opinion piece, this time written by Daniel Langer, the executive professor of luxury strategy and pricing at Pepperdine University in Malibu, California and CEO of the brand strategy firm ‘Equité’. After several disappointing experiences, with luxury service brands and retailers alike, the esteemed professor establishes the essential foundation currently missing from so many luxury brands: human connection. Product has been the focus of everyone’s attention, for good reason: in luxury, the quality and provenance of the product should be a given. But meanwhile, there is a general lack of intention when it comes to looking after customers. And connection is a key factor. Whether you are a luxury consumer or not, I’m sure you’ll agree that it’s high-quality interactions that keep you coming back to your favourite restaurant, airline, or retailer. It’s not just the product: this gentleman makes a good point. Read more here.
A FORMULA FOR STAND-OUT INTRODUCTIONS
If you’re like me, and a few friends of mine, introducing yourself and what you do isn’t the easiest thing to do unless you have a simple one-word job like ‘lawyer’ or ‘accountant’. So oftentimes, we skirt away from introducing our work for the good reason that we stumble across our words and fail to make much of a (positive) impression.
Well, if you’d like a tried and tested practice, give this Fast Company article a go. Discover how to present your ‘what’, your ‘now what’ and your ‘so what’. Read it, and follow the advice, even if you think you’re a pro: it’s worth it.
WATCHES AND WONDER, MOON EDITION?
This week is like fashion week for watches, and it takes place in my little corner of the world. Geneva is filled to the brim with journalists, buyers and timepiece aficionados. I’m not that bothered by the whole thing, yet I will go to explore the newness at the weekend; after all it’s all craftsmanship and high quality, made in Switzerland, let’s not be rude.
I wonder when we’ll see a watch developed for moon time; now I’ve read this enjoyable piece about how time could be calculated on our satellite planet once it’s regularly inhabited. Until now, there wasn’t much reason to try and establish ‘moon time’, seeing that astronauts just hopped on, planted a flag and left. But if you fancy contemplating moon time zones, read more at Wired.com
Looking In
THE BENEFITS OF SPRING CLEANING
I love a good tidy. Not just when procrastination takes hold of me (though that happens too), and yes, very few things make me as happy as sitting at my desk with a cup of tea while the floor and surfaces around me are gleaming, post polish. With two cats in the house, a decent amount of time weekly is spent trying to make their lost hair vanish (the dog doesn’t shed, that was a calculated move). While I love my wireless hoover, I’m getting to the point that I’m contemplating investing in a Roomba, because, well, my desire to have my house clean and my professional priorities can clash.
All that said, during times when I feel upset, or confused, whatever the reason, I indulge in tidying, over what could seem like more important or urgent tasks. Because I understand that it provides me with a soothing sense of control, the immediate impact of the housework shows in my environment, and it allows me to come back and a fresh perspective.
As Spring has sprung, at least here in the Northern hemisphere, many of us feel the need to mop, wipe, get rid of and put away, a metaphorical reset in a way. As this article in Vogue explains, many more benefits can arise from a good clean (and generally keeping a tidy home). Read more about it here.
THE MEMBERSHIP CLUB, GYM EDITION
Wellness trends, as previously established, are something I rather enjoy discovering (reading about mostly, though I do occasionally dip my toe in the actual experience). I was interested to read about the rise of super exclusive, Application-Only Gym Memberships via the NYT. Is this something we need, and why? Well, given the lack of connection in the gyms I have frequented, I can see why the social club aspect is something that could give your workouts a different dimension. A bit crazy (especially the prices) but not all bad (the intentions). Read more here.
