Marketing, as a form of communication, is a common fabric linking us all together—young, old, personally, professionally, intentionally and subliminally. It is not limited to business. Men and women market to attract potential mates.
Employers market to recruit employees. Job seekers market their skills to prospective employers. Much of the world is currently marketing the US economic crisis. Our news media has likened the crisis to that of the Great Depression. Some go as far as to suggest our financial woes are worse. One has to question the objective,
or desired result, of portraying a fear- or fact-based marketing campaign on millions of people and world governments. To put it into perspective let’s compare statistics and history. From 1929-1934 personal income plunged 44% and unemployment rose to 25%. One out of every four Americans was out of work. Mortgage foreclosures actually began soaring in 1926, four years before the Great Depression. By 1934 failed mortgages rose to an unprecedented rate of 50%. The stock market fell nearly 85% to a record low of 41, and did not reach a new high for 16 years. The Great Depression lasted 10 years. Amidst massive layoffs, especially in the real estate and financial industries, our unemployment sits just below 7%, nationally (Nov. 2008). Mortgage foreclosures, a root cause of the financial fall out, were at 4.4% in Aug. 2008. Four months later it is estimated that one in ten mortgages are at risk. The Dow has lost 40% this year. No one can minimize the devastating effects of our current economic crisis, but the Great Depression was infinitely worse. The US has survived numerous recessions and bear markets since the Great Depression. For example, from 1973-1974 the market fell 45%. Everything cycles. Bull markets follow bear markets usually lasting four times longer with
as much as a 160% increase. If anything, 2008 will likely be remembered as the year of “life style change”—a return to fundamentals, basics and that which we value most. It is no secret bad news sells. Marketing and sales are driven by emotional or physical need. The news media rely on ratings to attract and keep advertisers and sponsors who in turn rely on your perception and action. Texas is fairing better than most states with unemployment and mortgage foreclosure rates below the national averages. Leander continues to enjoy a thriving economy although at a slower pace than 12 months ago. The rapid growth of Leander Independent School District remains constant, and commercial development is progressing, evidence of Leander’s economic strength.
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