Which makes you more curious? Teachings of our ancestors lost across generations or the modern discoveries of scientists? For some reason, we as humans seem to have a distrust for new knowledge. Perhaps because it is still not tried and tested across generations. Moreover, that innate tendency to rely on what our parents imparted to us when we were vulnerable and innocent children, stays on as adults. And so, the lost practices of how humans lived 2 generations ago is a major preoccupation of the modern age. Must be the strong pull of nostalgia. It makes us believe that microwave cooking is harmful and wood fire cooking is the best, without question. While it is easy to judge which method yields tastier food, it is harder to measure the difference in nutritional value in the two. We need scientists to help us with that. The irony!
Meanwhile scientists and engineers have made enormous strides in fields of commute, medicine, communications, photography, self-care, automation etc. Today, AI controlled robots are being used by surgeons for enhanced precision and higher success rates. AI is also used for nuanced and early diagnosis. The overall lifespan of humans has increased by decades. All the great kings and warriors of ancient times were gone in their 40s. Today, we are discovering that 40s are the new teens – the age when we experience a coming of age, of sorts. 40s have become the age people take the plunge to start life on a fresh page, with renewed awareness and vision. Across age groups, people are increasingly discovering that be it ancient wisdom or modern knowledge – one must verify before trusting it.
Take the beauty industry. Until this decade, there was a blind acceptance for anything ‘natural’ or with ‘zero chemicals’, The word ‘chemical’ itself became akin to ‘poison’ for most common consumers. Numerous ‘all natural’, ‘all ayurvedic’, ‘no-chemicals’ brands cropped up to leverage on this poor retention of primary education. Cut to this decade. Beauty brands with names like ‘Conscious Chemist’, ‘Juicy Chemistry’ and ‘Chemists At Play’ are thriving.
No matter what the brands, users are conversant with the chemicals and acids that are good for elasticity, fading hyper-pigmentation or break-outs in the right measure. People are discovering that chemicals can be our friends, whether derived from plants or in the lab. A procedure called ‘chemical peeling’ has become mainstream in skin-clinics across the country. Today, there is an army of not-sponsored influencers serving society by educating people to read the fineprint.
Coming back to the passed-down wisdom Vs modernity topic, the ancient way was to respect a person in a position of seniority at the place of work or education by default. The modern way makes this respect a bit conditional. Leaders need to be worthy humans high on empathy and tuned-in to current realities. The magic word today, to make your way into the hearts and minds of the people today is ‘balance’. Balance between the bold and the conservative. Between impulsive and prudent. Between formalities and casualness. Between friendliness and professionalism. Between work and time-off. Any expectation from humans to take the extreme route of ignoring family completely for office is rejected without question, no matter what various founders and bosses preach.
Balance between the ancient and modern ways is also seen being practiced in matters concerning diet and nutrition. Indulgence brands need not panic at the rise of the conscious consumer. All we need to do is recognise this new-age human’s pursuit of balance. It allows for indulgence, in moderation. Indulgence brands can alleviate guilt by standing for moderation and special occasions. That way we can let people know that we are their allies in their health and wellness resolutions. On the other hand, finding loopholes to claim we are fortified with fiber and vitamins could eventually lead to distrust.
Every brand cues excess consumption – be it toothpaste or baked chips. A brand that will champion moderation and balance will stand a chance to stand out meaningfully and win customer hearts. It would be a move into uncharted territory but it will also be the most relevant and meaningful.
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