I just came across an article about a new book, "The Way We'll Be," written by conservative pollster, John Zogby.
He is a political right of center opinion taker and I point that out not for political reasons but to highlight the fact that what he writes about in his book would not automatically be expected from a man of his political leanings.
But Zogby is a very credible and honest pollster and that's what makes his findings so remarkable-and so relevant to the continued rise of Soft Sell Internet Marketing.
The generation now coming-of-age Zogby calls the "New Globals.
" He defines them as that group of Americans, between the ages 18 and 29, who: ** Focus on relationships in their business and in their lives ** Are the first color-blind Americans ** Possess a global perspective ** Want honesty and fairness throughout their dealings ** Appeal to the best in humanity not the worst ** Consider themselves citizens of the planet AND ** Demand authenticity and not spin.
They yearn for authenticity like no generation before.
They've had it up to here with marketing, whether political or commercial, that's all hype and a payoff that falls far short.
Soft Sell Marketing, especially on the Internet, is grounded in authenticity and not manipulation, honesty and not spin.
It's heart-centered and emotionally connected so it's all about creating and maintaining relationships as the basis for earning a substantial income.
Relationships cannot last unless they are based in honesty and mutual regard.
As we say - Soft Sell is not a revolution.
It's an evolution.