by Luis Cadena
The Marketing Guy
So lately I've been reading a thought-provoking book called Life Inc. It's one of those books I have to focus on because a lot of information is packed into a few paragraphs. I have a heart for social change and so I'm interested to see what the author will propose as his solutions to our materialistic, individualized and corporatism-centered reality / culture.
One of the themes the author touches on is how disconnected our society has become on the consumer level. We don't really know where our food (or other products we consume) comes from, like we used to only a few decades ago. When it used to be normal that people purchased locally from each other and had mutual, human relationships outside the business transactions, the new reality is that we don't know who the people are behind the products (can we put a face to those making our clothes, our electronics, our food?) and so we have to rely on advertising and branding to instill our trust in the corporations we "buy into" with our purchases (and our loyalty). As we've seen through the years, this system can sometimes be prey to dishonest business practices where corporations put on a "razzle-dazzle" mask on for consumers while simultaneously exploiting the people on the other end, the producers of the goods.
Now I'm only about a quarter through the book, but to be honest, I sometimes get pretty discouraged when thinking about this on top of the grim news headlines I come across every day. I think to myself — "now what?! What can be done about this?" While I do believe I can (and must) be a responsible consumer, that in collaboration with others on a common purpose real social change can happen, and that ultimately God is bigger —the information overload of the problems and issues we face today can be demoralizing.
I think this is a normal response when focusing only on what's wrong, and when not looking at how people are making positive change. Also, I think I have continued in my discouragement as a result of keeping these concerns to myself. I think talking about these things with other people who also have a heart for change and who want to seek to make things happen and make some serious Kingdom impact for Christ (and not for our own vainglory) can be a better, more fruitful response.
So the other day while looking through the Wheaton College website (one of those strangely timely but cool God moments where He's like — check this out) I came across a YouTube video of four students who are taking their Spring Break to be proactive by "following their coffee from crop to cup, exploring what can happen when a product’s consumer is connected to its producer." Check it out:
This was so inspiring to me. What an awesome example. I'm excited to see fellow HoneyRocker Yaphet and Co. taking some steps to:
1) partner with other people (in this case Growers First) with experience and momentum in their cause
2) make it personal by committing time, energy and resources
3) get the word out, not for a "look at me" but as an invitation to join and support the cause, and as a way to educate and spread awareness for the cause.
What starts out as an inspirational video / movement can have an empowering affect when you realize you too have the ability to make a positive change, big or small, every day.
The guys are currently in Honduras meeting the people who make the coffee. I've been reading their live blog on how it's going down in Honduras. Check it out at:
Be encouraged.
The views and books mentioned in this article, while they may be interesting, are only those of Mr. Luis and don't necessarily reflect the views or opinions of HoneyRock, although they definitely support Yaphet and friends. Mmmkay?