More on the theme of the decade – interconnectedness?

Image via: http://www.flickr.com/photos/erica_marshall/

My post on the theme of the decade generated a bunch of really great comments from Mark, Susan and Nigel (Thanks!) and more importantly steered the thread, which was a question, into a very specific area.

Mark said:

“I don’t have a clever handle yet for the emerging theme but it’s that people are finally coming to grips with our inter-connectedness. There is something of a paradox here in that we are far more individualistic than ever before but spend much or our time building cooperative networks. Cooperative individualism? Sound like an oxymoron but there you are. I do not think for a minute that this movement towards cooperation is ideologically driven. It’s really pragmatic. We now realize that we are more likely to get more of what we want as individuals if we cooperate and help others do the same. Or as the saying goes,”what goes around comes around”, especially in a networked world.”

Susan said:

“An interesting note: volunteerism is at an all time high; and US charitable giving topped $300B for the first time in 2007, and at least before the past two weeks was tracking at the same rate this year. Definitely a recognition of inter-connectedness, and symbolic of the perceived failure of institutions.”

And Nigel added:

“i like where you’re all going with the idea that’s bubbling up in this thread that “interconnectedness” is the new self reliance.

this is (more) than the old “think global act local” call to action, because the “grass roots” can now be a global movement or start one.

the impact of sustainability issues on the planet IS focusing some of this–hence the huge and growing interest in green markets, local produce, organic and micro everything. and this isn’t just about politics and science–it’s also about flavour and experience–about the personal pleasure of exercising your individuality and actually tasting things.”

All of which gets me thinking. Is interconnectedness really the underlying theme that is driving behaviour today? As with anything, once you’re looking for it, there are numerous examples to prove that it’s so. From Clay Shirky’s thinking to films like the Wealth of Neighbors to Mark’s Herd. It feels lots of us are thinking about, documenting and describing the effects of interconnectedness.

Whereas media in the 90s were all around self-reliance or personal autonomy as Mark calls it, today our media are social. Whereas the 90s was the age of the “Maverick,” the 00s have favoured team-builders as leaders. And, where the car of the decade was the SUV – an intensely self-centered vehicle – the car of this decade is looking to be the Hybrid – a car that most drivers would deem a self-sacrifice for the better of the planet.

So what do you think, is interconectedness the theme that drives behaviour in our time?

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This entry was posted on Monday, October 13th, 2008 at 9:10 am and is filed under behaviour, marketing, social. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Mark Lewis

I think you're very right about the theme here. It's funny - I just posted something which asked whether the financial crisis would accentuate the trend (as trust in government erodes further) or make us appreciate centralized figures more

Jake Yarbrough

Adrian,

Your perspective is, as always, extremely thought-provoking. While at this point, I can only contribute yet another example along this theme of interconnectedness, it comes from an unexpected source.

At the 4As Planning Conference, Alex Castellanos (a republican campaign strategist for Mitt Romney) spoke of his belief that we will enter an era of "selfish altruism" -- with overt echoes of the writings of Ayn Rand.

He punctuated this prediction with an analogy of building a house in the days of the US's western expansion. You helped your neighbor raise the walls of his barn with the implicit understanding that he would help you with your project. You were not so concerned with assisting out of benevolence, but you were doing it as a quid pro quo.

That is interconnectedness from another perspective.

What do you think?

Jake

adrian

Selfish altruism feels like a very Republican world-view. While I think the behaviour it would generate might be indistinguishable from a belief in interconnectedness, the motivations are very different to me. Interconnectedness, to me, implies that we start to blur the lines between you and me, us and them. Selfish altruism is helping with the explicit goal of improving ones own situation.

niko

Interconnectedness yes, but nationalisme seems to be taking a shot at the title again.

I wonder if this blurring of the lines between us/them is strictly a western/ideological related phenom?

Jake Yarbrough

@adrian

I agree. Selfish altruism feels very Republican, and I found it an interesting coincidence that Castellanos planted that seed in my brain a few months ago. Funny thing is that seed didn't really sprout until your posts of late. In fact, you inspired me to comment on this in my blog (http://jakeybro.blogspot.com) where I had some additional thoughts as well.

With regard to Niko's statement, I hope that selfish altruism is not leading to nationalism/xenophobia. In my opinion, that would be unfortunate.

I am of the belief (wide-eyed hope) that the more altruistic version of interconnectedness is what we're seeing.

P.S. The theme of interconnectedness came up on NPR this morning in a profile of who Obama and McCain both cite as their literary hero -- Robert Jordan from Hemingway's For Whom The Bell Tolls.

Prashant Kaw

Great post Adrian! I agree with you. I look back at what I studied in Anthropology as an undergrad and it reinforces what I see today. Humans are social beings. Interconnectedness is part and parcel of who we are what differentiates us from other species. Even when at odds we thrive. The saying goes -- genes flow where armies go - and thus were borne new people, communities, geographical boundaries and identities.

Coming together to work on common goals (even if the reason is competition) can drive us to great heights. We raced against the Russians to put a man on the moon, but there was commitment from so many people, politicians, scientists to make that happen.

James Deetz wrote a formidable book called "In Small Things Forgotten" that talks about the rise of individualism in America through the industrial revolution. I think the current trend we are seeing will lead towards another social revolution in the next few years.

If we can put away some of the unhealthy fights (for resources such as oil or peak water?) and replace it with healthy competition towards some meaningful goals the rest of the world can catch up and the revolution will be global! So I'm a dreamer...

Mark Nelson

Late to the game! Why are we arguing over motivations? If I could ever hope for an opening to jab Adrian, this is it. Liberals seem to care a great deal about motivations. As opposed to outcome or effect. Great social experiments launched by the left, regardless of outcome, are seen as noble endeavors, because their "heart" was in the tight place. Stalin, it could be argued, was altruistic. No, I am not equating Adrian to Stalin, and yes, the right has it's share of grotesque attrocities over time. Arrogant idealogy is a different topic. And dammit, Adrian, I am not a Republican! (glove thrown in your direction) My point is that we seem to be seeking a narrative that ascribes more noble motives to humans who make good judgements that tend to be self-serving. While I have seen and read of incredibly selfless acts, and would acknowledge that "altrusim" is a tremendously attractive ideal, I think that if most people simply realized that crapping on other people generated negative outcomes for themselves, we would all be better off. Cooperation is not a bad model. I have been very attracted to behavioral economists who state that people, given the proper incentives, generally do the right thing. Altrusim or not, we are all connected.

adrian

Now you sound like Biden ;D

But seriously, how can you say motives aren't important? I know you subscribe to the same beliefs about brands that I do. We advise our clients on unifying their various actions with core beliefs, with a coherent view on the world. Aren't those, in essence, motives?

We use motives to judge one auto manufacturers green initiatives against another's. We use motives to question BP/Exxon's commitment to renewable energy.

I do agree that immediate feedback on your bad actions is more effective in the long term, but I think we also hope our children grow up in a world where caring about one another is a conscious thing rather than simply a byproduct of connected economies and lives.

From The Head Of Zeus Jones