Slow food. Slow life. The paradigm changes are as real as they are permanent in our new century culture. The old paradigms associated with the culture of mass consumption represented by the ideals of "better bigger and faster" are in decline, and new generations of young clients have developed a new awareness about the world around them.
A concern for the environment and new concerns of existence: these are the values adopted by the youngest citizens in different parts of the world. Both millennials, who are already approaching forty years of age, and the centennial generation. They adopt technology and new forms of communication, but of course! They also require that companies have global awareness and commitment to the society in which they are inserted.
All this - which in general we already know very well and we are clear - has led me to think that there are many things in our society that we are used to reflect (and that we end up modifying from this reflection), but we do not realize that there are other important issues that we do not discuss and that we do not consider have to be reviewed. For example: communication.
We are very concerned about eating well, exercising, taking care of the planet, but we are not very focused on having healthy communication. Already in the decade of the 80s began to talk about information pollution. Forty years later, there are more than 500 audiovisual stimuli that we receive daily from our different screens that offer us multiple user experiences.
Less is more
In 1929, the last director of the Bauhaus school, Ludwig Mies Van Der Rohe, would pronounce the famous phrase that proclaims minimalism as a way of life: less is more. A concept that was adopted by humanity with fervor, putting nature and organic as a center in a stripped and fluid system.
The proposal is today to take this idea from architecture, to the world of social communication, and specifically from public relations: we propose the concept of slow communication. What does it mean? Be responsible for the contents we will produce:
Take 10 more minutes: it will help us analyze if what we are offering to the audience is relevant or not. Let's write only what we would like to read!
Let's be specific, and use the least amount of words. Being exact is part of being aware of normal contamination.
Let's achieve a good balance between image and text. Remember that while the image attracts people, the sense ends up defining from the text. A good balance allows us to facilitate reading.
And above all, let's learn to stand in the place of the reader. All our culture teaches us and proposes to look at ourselves. How many food dishes have you taken pictures this month? How many selfies of yourself?
Let´s be more responsible and accountable with our communication. Being better in our public relations means stop looking at each other so much and start seeing others. Means developing a conciousness aobut the real needs of the other, lowering the noice that the hyper-efficient modern society is producing.
So, what about trying this today?