Wedding Rings & Neknominations

De Beers created the Diamond Engagement Ring meme. A lot of people criticise this as an example of corporate manipulation to make money. I am less convinced. I think it fed a cultural desire and added to the story of an engagement. Like photos are often the most important part of a holiday adding the ability to reminisce and tell stories, the ladies do love to show off their rings. It is not a secret that you don't have to buy a diamond ring - we are willing participants. True, maybe it is the ladies that are more willing than the men - but it helps the guy get the girl. Stories matter. And getting the girl matters!

The Neknomination viral videos where someone downs a beer and then nominates two people to do the same caused another reaction. Some said that instead of downing a beer, you should buy lunch for someone who can't afford it. The Neknominations went viral partly because they involved a bit of fun. It is something that Movember got right in the ability to combine a good cause with a bit of fun.

What all these things combine is the power of shared stories and the power of fun. We could create the meme that in order to get married, you had to publicly donate two months salary to a charity of your future brides choice. In order to accept, she had to do the same. Would that be fun? You could create conversations around who you chose, but while a great idea, I don't think it would spread.

As we get wealthier, we have more time and willingness to engage with charities that matter to us. I think the fundraisers and meme spreaders who appeal to positive emotions like fun will have more success than those that appeal to guilt. I also a believer that people do want to help empower the less fortunate. Time to get creative.