Bridging the Generation Gap
Alvin Toffler is a writer, thinker, and futurist. He gave the term “Future Shock” to the trauma that happens as a result of going through great changes in a short time. His book was published in the late 70′s which tackles about establishing new social norms and embracing change. There are three key lessons from his book and I will explain these lessons based on my perspective and observations.
The first key lesson is ... “A WORLD FULL OF MANY MARKETS”
Toffler made the term “overchoice” in this lesson for describing one’s difficulty of making decision when faced with many options. He predicted that technology advancement will create variety of products that people will keep on searching for individuality rather than patronizing standardized products.
We can usually see this mindset nowadays. People mostly use products that they can feel connection with. Products that describes or mirrors themselves. Since this modernization and technology advancement can almost provide and create everything that can satisfy a human being, our standards in every aspect keeps on rocketing as well. We can often see someone on social media posting their pictures holding a product with a caption, “this is so me”, “this theme and color is so me!”, “this flavor is made for me” or whenever on a great place, we might encounter posts like, “the energy this scenery radiates fills my whole being” or “the ambiance of this restaurant is definitely my taste”. We tend to connect everything on us as we feel that individuality makes us feel the bliss of satisfaction. Therefore, as we observe the marketing strategies and techniques of various businesses, they are focusing on something that someone might feel “related to” so that they can catch their attention.
Example situations of “overchoice” (link attached)
Reference: What is overchoice? (n.d.). Retrieved March 29, 2021, from https://simplicable.com/new/overchoice
Personal Experience:
I love a Korean boy group called BTS because I can relate in their songs. I can feel the connection within us. Their songs can make me feel calm and comforted just like millions of their fans. When they became famous, a lot of products were released based on them even mugs, umbrellas and other necessities. Some large companies even got them to market their products and that is a great strategy for fans are really patronizing it. Also, whenever I would buy something I will only go to the part of the store where the specific item I will buy is placed there. I am really having an internal crisis that gives me a hard time deciding if I am in front of many merchandise options.
The second key lesson is ... “INVENTION WITH INVENTION”
Toffler believes that markets can maintain their competitiveness and survive only if they meet invention with intention. As the quotation said, “ Intention is the root of anyone’s act or invention.” Here he tried to address all kinds of other aspects that may play a significant role in shaping society.
As what as I have read, Toffler believes that the market should be open to innovations; new ideas and inventions. He also argues that government should allow to develop technology naturally and not to control it. He also talks about how businesses should be accountable to their products on how it will impact the society and what it can do for the economy. I therefore conclude that he wants the market to give importance on a product/service’s “purpose” and about the advantages and disadvantages technology usage might give us. He believed that this aspect plays a significant role in shaping the society and as we live now in the present, we can really say that it is indeed a fundamental factor. When we encounter some problems, of course the first thing that comes to our mind is, “how can I fix it?”, “what should I do?” and that creates a lot of ideas in our minds. Same goes with a product. We are doing it for a purpose. We are doing it because it is needed. Inventions make our life easier because we are fully aware of its purpose so that we can use it in our advantage.
The third key lesson is ... “A STABILITY ZONES”
Toffler recommends for people to embrace stability zones in their lives, out of which the strongest one is a long-term, monogamous relationship.He believes that in the profound connection to another person, one builds the emotional basis from which one can observe the world as it changes, without changing his/her identity.
Toffler observed that people need more stimuli in their lives. We need to have something that excites us to be able to be a part of a functional society. It serves as our motivation for daily living and be inspired in what we do. He said that we, people have to embrace our stability zones. In dictionary meaning, stability zones are the difference in temperature and humidity in different parts of the world but Toffler is talking about creating our own stability zones. According to him, we can do that by nurturing relationships with other people and creating habits for ourselves so we don’t get really affected by change.
Stability gives our life structure and makes us feel in control. My mother once said to me that being stable in life is a key to emotional and mental success and well-being. I therefore realized that Toffler talks about being stable and contented in life. I have seen and read a lot of things about pursuit of happiness but as I encountered a lot of people and situations, I finally decided what is happiness for me. It is having peace of mind and heart that everyone of us probably dreams. Being with our love ones and cherishing every second with them that will definitely last forever. Always do what we love as long as we do not harm other people.