We’ve never had it so good, yet something is missing

The ‘M’ word is unavoidable. It has crept into politics, art, literature, journalism, architecture and of course, design.

Yes, you guessed it—–I’m referring to meaning.

Meaning can mean a million things to a million different people. Yet, the passion that this adjective often evokes unites a plethora of different interpretation. It’s replaced authenticity as the ad men’s preferred choice of killer convincer when it comes to the creative pitch.

So, why is it that we all seem to seek greater meaning from our products, services, brands, conversations and transactions?
I have a possible explanation to stimulate debate. And, to illustrate my point, I will refer to Maslow’s hierarchy of needs.

For those that are new to Maslow, this philosopher come psychologist developed a useful model that suggests that as an individual (and indeed a society) matures, the psychological needs of that person/community become more sophisticated as their ideals and desires are gradually met over time.

For example, self-esteem is only sought when shelter and safety are a given. Self-actualization is desired only when connectivity and community is achieved; and, so on and so forth.

However, the topsy-turvy, uncertain and volatile world in which we live in now has dispositioned many of us in developed nations because where many of us are at self-actualization and seeking more meaning to life through advanced learning, spa holidays, sabbaticals, philanthropy and so forth, the very basics of our everyday life, the very basics that modernity promised us that we would never have to worry about are being eroded.

In a nutshell, many of us are at self-actualization while the basics are being attacked. Many of us aspire to weekend houses, organic, traceable and wholesome food, the perfect relationship, beautiful children and fulfilling careers yet are tortured daily by localized war, money markets that are impossible to understand, natural resources that are in rapid decline, terrorism and the fact that American Idol is running out of talent.

Thus, the reason that in my opinion, so many of us are seeking the ‘M’ word is because of this dynamic:‘ We have never had it so good, yet the world has never been in such a precarious state.’

Technology and progress normally saves the day but there’s something about this unique combination of economic, political, ideological and environmental factors that tells me that it ain’t gonna be that easy.