Many people fear they will miss out on things happening in their lives. (FOMO – Fear of Missing Out) The roots of this irrational fear are cultural, and they persevere through generations. Marketers have taken notice and exploit our insecurities. Historians point out that the way religious orders expanded in the Middle Ages is similar to today’s startups and their growth. They positioned themselves to target particular groups of people with a strong desire to belong.
Key Takeaways:
- The origin of corporate marketing and communication dates back to the lower Middle Ages.
- Insecurity and uncertainty about future salvation were the tools of the marketing trade for various religious groups at that time.
- Loyalty programs in the form of lofty promises — it doesn’t come any grander than eternal salvation — kept customers hooked to each religious group.
- Long-term success of marketing centers on culture and not insecurity.
“Creating culture just to convert higher forms of value into lower ones—human energy into money for the sake of more money—prays on insecurity and has a shorter shelf life.”
Read more: How Modern Marketing Prays on Insecurity and Why Long-Term Success Centers on Culture
