Or...how a pretty drawing made me grumpy enough to write a snarky post.
I generally like good.is but when I saw this infographic I was a little taken aback. It's about how and why Millenials are stressed out. The odd thing is, they went to all this trouble to create an infographic about Millenial stress but didn't do a thing about Gen Xers, who they say are marginally more stressed.
According to a study by the American Psychological Association, Millennials (born from 1979 up to 1993) average a stress level of 5.4 on a scale of 10, the second highest of all generations, only slightly eclipsed by Gen X (born from 1965 up to 1978) with an average of 5.6. (good)
The population bias on it's own is a bit of pandering. That aside, the Millenials' top points of stress?
Stop the presses. This is big. We need to make sure people can truly grasp this data because it's so unique. How can we do it? Of course...an Infographic! No? Right. No one had that feeling when they saw this data. And no good web producer or editor said, "let's spend time creating an infographic and highlight the second-most affected group in the study." So what happened?
It turns out that this is not an infographic from GOOD, per se - it's a "sponsored infographic" if that's a thing. Acura created the infographic to pitch the ILX's navigation system as a solution to the stress Millenials are facing. It's a true and honest attempt for a brand to reach an audience in an authenticate context. And it's a true an honest failure. Even as a non-Millenial, I'm offended.
When you remind a generation of something that they have already been told time and time again ("psst, hey buddy, you got a raw deal. you'll never be successful. Look, you're more stressed out than any other generation...kind of, I mean, if we avoid citing the statistics accurately") and then you offer to sell them a car, it's maybe the worst kind of pandering. Lexus is offering the thinnest veil of "help" over a double helping of hurt.
Brands deserve agencies that help them connect with audiences. Consumers deserve relevant content that is authentic and honest, even when coming from a brand advertiser. Unfortunately for Acura and the readers of Good.is, this infographic fails on both counts.