Posts tagged with: Solovyov

A recent Boston Globe headline reads: “Marketing to millennials can be a tough sell.” The article relates the differing approaches of Campell’s, Lindt USA, and GE when it comes to marketing to Millennials, highlighting a general skepticism and indifference toward advertising in the target demographic:

For instance, marketing materials for GE’s Artistry series of low-end appliances featuring retro design touches, due out this fall, says it focuses on “the needs of today’s generation of millennials and their desire to uniquely express themselves.”

Lindt USA recently introduced a line of chocolates — they include Berry Affair and Coconut Love flavors — that are wrapped in vibrant packaging and are being promoted through social media.

And packaging for Campbell’s Go Soup, which comes in microwavable pouches with ingredients such as chickpeas, quinoa, and smoked Gouda, features photos of young people with thought bubbles. The sayings include cutesy snippets like “Make your momma proud” and “What’s kickin’?”

The idea is to hook millennials now and remain connected with them as they progress to bigger and more expensive products.

But marketing specialists and consumers like Volain question the effectiveness of that approach.

“My immediate reaction to targeted marketing is to picture a bunch of people sitting around in a room saying, ‘How can we get these people to buy these products?’” [Anna] Volain [a millennial] said.

While I am sympathetic to Volain’s sentiment here, I think something deeper is at work. There is an erroneous anthropological assumption that people of a particular, generic group must be homogeneous enough that all one needs to do is figure out the perfect calculus for appealing to their sensibilities, and they will be hooked on a brand for life. In particular, I think the problem is ultimately a Marxist error: assuming that one can perfectly categorize a whole group of people and then act on their behalf. (more…)

Painting by Ivan Kramskoi

Reflecting on the state of Russian philosophy among the intelligentsia of his day (the sectarian, Russian intellectuals “artificially isolated from national life”), Nikolai Berdiaev wrote in 1909,

There seemed every reason to acknowledge Vladimir Solov’ev as our national philosopher and to create a national philosophical tradition around him…. The philosophy of any European country could take pride in a Solov’ev.

That, however, was not the case. Why not? Berdiaev continues,

But the Russian intelligentsia neither read him nor knew him and did not regard him as one of their own. Solov’ev’s philosophy is profound and original, but it does not substantiate socialism. It is alien to both Populism and Marxism and cannot conveniently be turned into a weapon for the struggle against autocracy. Therefore, he did not furnish the intelligentsia with a suitable “world-view”….

The life and thought of Vladimir Solovyov are not easy to simply and accurately assess, but one thing is certain: as Berdiaev notes, “Solov’ev’s philosophy… does not substantiate socialism.”

In the most recent issue of Religion & Liberty, Vladimir Solovyov is profiled in the “In the Liberal Tradition” section. According to the article,

The thought world of Solovyov’s Russia, especially among the upper class of society, contained extremes of atheistic materialism which he set himself against in much of his work, finding favor and criticism in nearly all sectors of Russian society.

He was a man of strong moral and spiritual conviction, and as a consequence, he believed socialism to be “an antithesis” to the Christian faith, writing against it with biting criticism that the Marxist intelligentsia of his day, and afterward, simply could not bear.

Anyone interested may read the full article at our website.

If any scholars may be reading, I would also like to draw attention to a recent call for publications on Orthodox Christian social and economic thought for the Journal of Markets & Morality. Submissions on Solovyov, among others, would be welcome.

The quotes from Nikolai Berdiaev in this post above are taken from his essay “Philosophical Verity and Intelligentsia Truth” in the volume Vekhi, which can be found here.