The 247th celebration of our country’s independence is fast approaching. On July 4, 1776, the Second Continental Congress unanimously adopted the Declaration of Independence, announcing the colonies' separation from Great Britain. The United States was officially its own nation. Today, we continue to celebrate America's freedom with fairs, pageants, parades, fireworks, and barbecues.
Yet, while this momentous event was clearly a breaking away, it was also the impetus for a coming together—for freedom and connection are kindred in several ways.
The freedom that was so hard-fought for hundreds of years ago has allowed us to be free to connect with each other via computers, tablets, and phones—the web and the cloud are where we live, work, and play. We are all part of the digital ecosystem. People crave personal contact—those “moments of connection” that bind us together, create shared meaning, deepen ties, and make moments matter.
Here are some of the ways freedom has fostered more and better human connection:
Freedom of Expression. Connection allows individuals to freely express their thoughts, ideas, and emotions. When people feel connected to others who listen, understand, and respect their perspectives, they experience a sense of freedom to be themselves without fear of judgment or rejection.
Freedom of Association: Connection enables people to form relationships, communities, and networks based on shared values, interests, or goals. This freedom to associate with like-minded individuals fosters a sense of belonging, as people collaborate and support each other in the pursuit of common objectives.
Freedom of Information: Connection facilitates access to information and knowledge, which is crucial for individual freedom. Freedom of the press is not just a phrase. For, today, through various means of connection—the internet, social media, blogs, podcasts, etc.—people can gather information, share ideas, and engage in discussions, all of which enhances their ability to make informed decisions and exercise their freedom.
Freedom of Movement: The ability to connect and establish relationships with people from diverse cultures, backgrounds, and geographical locations broadens one's perspective and promotes tolerance and understanding. Connection allows for the exchange of ideas, experiences, and cultural practices, fostering a sense of unity and breaking down barriers.
Freedom to ‘Come Together’: Connection enables collaboration among individuals and groups. Through effective communication and shared connections, people can come together to address shared challenges, advocate for shared interests, and work towards shared goals. Collaboration enhances individual freedom by pooling knowledge and skills, leading to collective empowerment and positive change.
A World of Freedom
So, almost 250 years ago, a violent act of revolution spawned an amicable (mostly) world of freedoms that allow us to become more connected in whatever ways we choose.
And that doesn’t apply only to individuals. According to an Accenture Interactive report: “The powerful convergence of marketing and technology in today’s marketplace means brands are no longer built through advertising, but through experiences. . . Experiences that can make lives easier, healthier, safer, more productive and rewarding.” We at PFL believe that we help change lives for the better by connecting people through authentic experiences.
So, declare your independence from past practices. Maybe it’s time to set off some marketing fireworks and break the old-time script. All brands and marketers are free, today, to create new experiences to better connect with customers and prospects. It’s the revolutionary thing to do.