A new JetBlue campaign asks: "Are you Humankind or Humankinda?" As a company that has always embraced humanity, the question refers to the amount of business that takes over human lives. As JetBlue describes the term, Humankinda can be defined as: "When you are so busy, you feel as if you're losing your humanity."
JetBlue produced a short video to further explore the idea and also hosts a page on Tumblr where people can take a quiz to determine if they are so busy they sometimes forget to be human.
The entire Humankinda campaign is in line with moves people are making to digitally detox and de-stress by temporarily discarding technology, or being mindful to use technology less in life.
What's Driving This Trend
- Anti-busyness Campaigns
- In response to an increasingly digitized environment, companies are launching campaigns asking people to re-examine how much of their lives is being taken over by business and technology.
- Digital Detoxification
- Demands are on the rise for digital detoxification and relaxation programs to decrease over-reliance on technology and to promote mental well-being.
- Humanity-based Campaigns
- With campaigns like Humankind and Humankinda, corporations are using innovations in co-branding to position themselves as human-friendly brands and to connect with their customers on a more personal level.
Who This Affects Most
- Airlines
- By incorporating humanity-based values and digital detox promotions into their marketing campaigns, airlines can benefit from distinctive features that distinguish their brand from competitors and resonate with a broader spectrum of consumers.
- Consumer Goods
- Companies that promote personal well-being can use humanity-based co-branding campaigns to resonate with busy and stressed consumers seeking lifestyles that prioritize balance and mental peace.
- Technology
- By developing supportive technology that recognizes the importance of mental health and de-stressing, companies can cater to consumers who demand a better work-life balance.
