Reading the Room
From Henri Bergson: Key Writings, edited by Keith Pearson & John Mullarkey (New York: Continuum, 2002), pp.171:
I find, first of all, that I pass from state to state. I am warm or cold, I am merry or sad, I work or I do nothing, I look at what is around me or I think of something else. Sensations, feelings, volitions, ideas - such are the changes into which my existence is divided and which colour it in turns. I change, then, without ceasing. But this is not saying enough. Change is far more radical than we are at first inclined to suppose.
In the same year Michael Jackson was hitting us in the feels with ‘Earth Song’ and asking ‘What have we done to the world?’, Shell, with the permission of the British Government, planned to dispose of a decommissioned oil platform by sinking it into the Atlantic Ocean. Shell’s decision was in line with the legal and regulatory standards of the time. Yet, they somehow failed to read the room. Interestingly, this is the same company that had a dedicated team for scenario planning. Their sole task? To identify potential threats to the business and propose ways to avoid or minimize financial loss or reputational damage. However, the company had not fully recognized or prioritised the rising awareness and concern for environmental issues. This concern was no longer limited to niche groups like ecologists or hippies — It was now mainstream. Every decade, generation, or specific time period has its own distinct concerns or values. ‘Zeitgeist’ is a German word that means ‘spirit of the age’ or ‘spirit of the time.’ In essence, it refers to the intellectual, cultural, ethical, and political climate of an era, reflecting the collective consciousness of a society. Zeitgeist is equivalent to the temperature of a room, territory, or even the world. I wonder if other languages have a word to express the same idea. I have observed that as people age, they either fail to notice or deliberately choose not to align with certain beneficial changes in the societal zeitgeist. Humanity's moral standards are constantly evolving. Certain beliefs and practices that were once widely accepted and even supported by legal frameworks and institutions have been abolished or made obsolete. It therefore follows that what is currently seen as correct or acceptable today, simply because it is legal or represents the dominant ways of doing things, may not be considered so in a few years or even weeks from now. Just because something is legal doesn’t make it right. Laws often do not reflect contemporary judgements or moral beliefs. Legal changes follow, rather than lead, shifts in societal ethics. There are numerous instances throughout history to back that claim. 🐯
The question would be: How do you identify the sentiments brewing in a zeitgeist, notice when another zeitgeist is emerging, or even when a particular zeitgeist is dying? I've observed that values like kindness, transparency, fairness, accountability, and the practice of ethical actions are now sentiments that are forever simmering in our collective consciousness. In short, we are valuing these qualities more than we did in the past. That doesn’t mean there aren’t horrible people in the world; of course, there are. However, future generations will judge us by far more stricter ethical standards than those we currently use. This view of the future warns and inspires us to think about what legacy we want to leave behind. Remember there were periods when capitalism operated without any restraint and companies weren’t really held accountable for some of their actions, showing little concern for their negative effects on society — such as inequality, exploitation, environmental degradation, and more. Back then, companies had rights but not responsibilities. It’s not all smooth sailing now; some of the negative effects I listed are still in play all over the world, but people are way more outspoken about these issues today. And the best part? There are so many more ways to get heard. If they were wise, those ‘so many ways to get heard’ should indeed instil fear in the hearts of CEOs, religious leaders, and government officials. As a leader of any type, being insensitive to the concerns of the people you lead, or blocking ways for them to express those concerns, increases the chance that history will view you unfavourably. Consider yourself fortunate if the only consequence is negative historical judgment rather than your head severed off your neck. It is quite hard for beneficiaries of a certain zeitgeist to willingly let go of some of the privileges or advantages that they have accumulated. These same individuals are the ones that are quick to dismiss or downplay elements of an emerging zeitgeist as irrelevant or just a passing fad. Interestingly, there are people who actively champion certain aspects of the emerging zeitgeist or help drive its evolution. I consider these individuals to be the true influencers. 🐶
They possess a clear vision for a better world and are dedicated to advocating for this vision, actively working to turn it into reality. Greta Thunberg is one of them. Despite any criticism of her methods, she has motivated young people to care about the environment. Some of these young people may even pursue careers focused on solving climate change. If even 1% of her followers take up the cause to discover actionable solutions, that's a clear win for the world. The more people involved, the better. In my view, we need better influencers — more real-life heroes and heroines, not fictional characters like Batman and Joker, who, frankly, could both use some therapy. Yes, there are other kinds of influencers, making up a large portion of what you see on social media, but they promote certain aspects of our zeitgeist, such as hyper-consumerism and constant body discontent and modification. However, there's a big part of our current global climate that needs just as much support and energy. This includes promoting cultural diversity in the arts and media, addressing polarisation and political instability worldwide, enhancing the health and well-being of billions, increasing awareness and actions towards sustainability and environmental protection and so much more. The job of influencers, whether they're academics or not, is to put into words what our collective consciousness is struggling to express. They should help us articulate thoughts and feelings we might not even know how to voice or address. It is true that the arrival of a new zeitgeist, brings about major changes that can disrupt the status quo. This can mean people lose jobs, some reputations get damaged, and some people lose their influence and advantages. But these changes aren't all bad. They actually open doors for new opportunities such as the introduction of new players in different domains, fresh avenues for self-expression, and creative ways of solving thorny human problems. In my view these changes are a natural and necessary process for societal progress and renewal. Individuals and companies alike need to understand which aspects of a particular zeitgeist to promote or transcend. In my opinion, this understanding would lead to a kinder and fairer world. In conclusion, choosing not to behave ethically increases your likelihood of facing dire consequences. Just like the meme warns: don’t “fuck around and find out” ✌️
Thanks for reading. If there's anything you'd like to chat about, or if you have any questions, feel free to shoot me an email. I'd love to hear from you. :) 🍿