Marketing and the Aquarian Children.
Evolution expands the envelope with each generation in order for
the universe to thrive. If you’re not growing you’re
dying, the old saying goes, but this envelope of growth is not limited
to our physical world, it includes all realms of the universe.
The word prosperity is made up of two
separate words. ‘Pro’ means (for) and ‘sperity’
is from the Greek (the spirit). Pro-sperity means (for the spirit).
It has been written in scriptures throughout time, "children
bring their own abundance when they arrive in this world and they
have an account to settle." Youth’s greatest asset is
its innocence. Innocence is being ‘in one’s essence’,
or ‘in one’s spirit’.
It’s this innocence that produces
an inherent acceptance of others regardless of the obvious, imagined
or rumored differences. Acceptance creates camaraderie; it creates
peace. It’s a natural tendency for innocent youth to accept
others without bias. Children are the keepers of tomorrow and our
future depends on this peace as the Earth grows beyond six billion
people. Yogi Bhajan says it in this way, "If you don’t
see God in all, you don’t see God at all."
Current studies show that the 15-29 age
group, children of the boomers, is the largest single age group
in the industrialized world. With the power of its innocence this
group voices its opinions, cares about ‘real’ life’s
social and civil issues and favors what it calls ‘real’
business (ones that enrich not exploit the Earth). They are not
all liberal or conservative, but they have real and definite political
opinions. They are the innovators, the activists and the foot soldiers
of this age; they are the people that, given time, will actually
turn the promises they make into reality. They are ready willing
and able to live by their words and they comprehend their power.
Prosperity requires this combination of commitment, courage and
confidence to create the future. It’s the power of evolution
at work.
‘Pure’ capitalism takes place
when society attains the freedom to exchange value for value with
a sense of equality. Today however, strategic marketing attempts
to mask this sense of equality and create separation in order to
instill desire and take advantage of it. With this [it] targets
segments of a population based on their demographics in order to
create demand and supply it. In current business, targeting the
15 - 29 age group is the number one goal. This is the world’s
most lucrative market.
We all want the best for our children
and for them to grow up with character, but business carelessly
approaches them with a far different consciousness. The current
marketing techniques sell through insinuation and intimidation.
They imprint the insecurity of being left behind and exacerbate
existing peer-group pressures to fit in. All of this endangers our
youth by ignoring their individuality, creating competition not
compatibility and lowering the self-image in order to sell a solution
(a brand that’s cool). This disfavors character building and
developing confidence in favor of capturing a larger share of the
market.
How have our children been able to weather
this assault?
Fortunately the years of youth are resilient. Evolution has a built
in safety valve to spot hypocrisy, to understand manipulation and
protect the future. When awareness is encouraged, children appreciate
their individuality, become confident with themselves instead of
competitive with each other and inspired rather than required to
do their work. Given this support they can successfully confront
the marketplace manipulation and instead, accept their natural innocent
beauty.
Another advantage in the years of youth
is its ability to be the ‘enthusiastic fool’. This is
actually a natural archetype, as Carl Jung saw it, which inspires
just enough rebellion to define one’s unique identity. The
word enthusiasm also comes from two words — ‘in Theos’
or ‘in God’. The ‘fool’ is present, by nature,
to protect just long enough to ignore the worldly pressure and connect
with that infinite spirit. With this prosperity in their heart and
a confidence in their dreams, they’re able to challenge depression
and breathe with fresh inspiration. They can look to spirit and
find hope when surrounded by the clutter of over-stressed adults,
an under-nourished scholastic environment and the incessant marketplace.
With this confidence, enthusiasm and innocence they’re able
to fulfill their natural destiny of changing the Earth, of making
it better than the way they found it. It’s evolution in progress
and we should pray that it continues; lead them when we can and
follow when their wiser.
By Guru Singh mss 2002
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