Am I relevant? And does it matter?

Dear friend illuminates a thought-provoking reality for life and advertising.

Haley Robinson // copywriter

In the advertising industry, the word “relevant” is right up there with buzzwords like “content” and “engagement”. It’s important to brands that they are relevant to their consumers and their target audience, otherwise they fail to grab the attention they need to get their point across. Relevancy is increasingly becoming the golden egg when writing content or developing strategies. What’s relevant to athletic teenage boys? How about households with an annual income of $125K+? 30-year-old stay-at-home moms of kids ages 2-4?

It’s easy to roll your eyes at things like this, but these are serious conversations people in my industry have on a regular basis – and I’ve been the initiator of many of them. And it’s happening outside of advertising, too. Is your resume relevant to the job you’re applying for? Is your hashtag relevant to the tweet you just posted? Are your clothes relevant in light of today’s fashion trends?…

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