The pandemic provides an opportunity for regional financial cooperation on reforms to make Asian banks more resilient to crises.

Striking differences in how men and women are affected by COVID-19 might be explained by deleterious effects of androgens in males, say Italian researchers.

These are the coronavirus stories you need to know about today.

Flemming Dahlke, Magnus Lucassen, Ulf Bickmeyer, Sylke Wohlrab, Velmurugu Puvanendran, Atle Mortensen, Melissa Chierici, Hans-Otto Pörtner, and Daniela Storch

The vulnerability of fish embryos and larvae to environmental factors is often attributed to a lack of adult-like organ systems (gills) and thus insufficient homeostatic capacity. However, experimental data supporting this hypothesis are scarce. Here, by using Atlantic cod (Gadus morhua) as a model, the relationship between embryo vulnerability (to projected ocean acidification and warming) and homeostatic capacity was explored through parallel analyses of stage-specific mortality and in vitro activity and expression of major ion pumps (ATP-Synthase, Na⁺/K⁺-ATPase, H⁺-ATPase) and co-transporters (NBC1, NKCC1). Immunolocalization of these transporters was used to study ionocyte morphology in newly-hatched larvae. Treatment-related embryo mortality until hatch (+20% due to acidification and warming) occurred primarily during an early period (gastrulation) characterized by extremely low ion transport capacities. Thereafter, embryo mortality decreased in parallel with an exponential increase in activity and expression of all investigated ion transporters. Significant changes in transporter activity and expression in response to acidification (+15% activity) and warming (-30% expression) indicate some potential for short-term acclimatization, although likely associated with energetic trade-offs. Interestingly, whole-larvae enzyme capacities (supported by abundant epidermal ionocytes) reached levels similar to those previously measured in gill tissue of adult cod, suggesting that early-life stages without functional gills are better equipped in terms of ion homeostasis than previously thought. This study implies that the gastrulation period represents a critical transition from inherited (maternal) defenses to active homeostatic regulation, which facilitates enhanced resilience of later stages to environmental factors.

One of the mysteries of the coronavirus pandemic that scientists are trying to solve is why some people are barely affected while others who seem to be young and healthy become very sick.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Feb 10, 2020

Realistic, creative vulnerability assessment and testing are critical to finding and fixing nuclear security weaknesses and avoiding over-confidence. Both vulnerability assessment and realistic testing are needed to ensure that nuclear security systems are providing the level of protection required. Systems must be challenged by experts thinking like adversaries, trying to find ways to overcome them. Effective vulnerability assessment and realistic testing are more difficult in the case of insider threats, and special attention is needed. Organizations need to find ways to give people the mission and the incentives to find nuclear security weaknesses and suggest ways they might be fixed. With the right approaches and incentives in place, effective vulnerability assessment and testing can be a key part of achieving and sustaining high levels of nuclear security.

Myanmar stands at a critical crossroads in its democratic transition. In late March, the Union Parliament elected former Speaker of the Lower House U Win Myint as the country’s new president. U Win Myint is a longtime member of the ruling National League for Democracy (NLD) and a trusted partner of State Counselor Aung San…

Hugh Weber shared a Twitter thread about his 11-year-old's wild ride with the USPS, and it seems to convey a deeper message. Maybe it's a message that the beauty of humanity itself escapes through human beings' vulnerability. Brace yourself, cause this thread has been known to get the feels train rolling. 

Uncertainty is so intrinsic to sports that elite athletes will not have much trouble coping up with a pandemic-forced lockdown, feel India's top sports psychologists as they become a part of their journey into an unchartered territory. Rocked by the COVID-19 pandemic, which has impacted minds as much as health and productivity, sports pyshologists Dr Chaitanya Sridhar, Nanaki J Chadha, and Keerthana Swaminathan are dealing with athletes across disciplines and economic spectrum, being their "sounding board, friend" and enabling them to process the magnitude of the situation.

"When you are dealing with athletes, you can broadly divide them in three categories—the elite, the ones who are at national level aspiring to make it and the next group is academy bunch. The reaction to lockdown will be different," said Dr Sridhar, who is associated with JSW Sports and has worked with GoSports Foundation and IPL franchise RCB.

For performance analyst and sports psychologist Nanaki, this is the time when "you help them steer clear of negative thoughts." For Keerthana, there is light at the end of the tunnel where a lot of athletes, who probably had injuries or may have been going through slump in form, get a chance to "recuperate both physically and emotionally" in the time away from sport.

But yes, there is also the disappointed lot, which was hitting the peak in what was to be an Olympic year. "As a psychologist, it breaks my heart to see those who were really peaking before the big tournament. They are the ones likely to be disappointed more. But I am a big believer in Rahul Dravid's statement: 'Control the controllables'."

Catch up on all the latest sports news and updates here. Also download the new mid-day Android and iOS apps to get latest updates.

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This story has been sourced from a third party syndicated feed, agencies. Mid-day accepts no responsibility or liability for its dependability, trustworthiness, reliability and data of the text. Mid-day management/mid-day.com reserves the sole right to alter, delete or remove (without notice) the content in its absolute discretion for any reason whatsoever

Androgen deprivation therapy is a hormone-suppressing therapy used to treat prostate cancer. New research has found that androgen suppression therapy

This report examines the sustainability of social institutions and their ability to absorb and cope with short-term shocks and longer-term trends by providing risk sharing and expenditure smoothing, focusing on pension, health care and unemployment insurance schemes.

Future generations will pay a high price if countries fail to reform pension, health care and unemployment schemes, according to a new OECD report.

The recent economic crisis has provided a stress test for the vulnerability of social institutions. This paper assesses the vulnerability of social institutions in light of the current crisis, and surveys past episodes, when social institutions faced similar challenges.

Cybersecurity expert Gal Weizman unearthed a weakness in WhatsApp for desktop computers that exposes the private files of users. WhatsApp fixed the vulnerability globally in December.

A security exploit in Apple's Safari web browser could let hackers access a person's iPhone camera or Macbook webcam, by impersonating a familiar website that already has access.

LineageOS Signing Keys, Builds, and Source Code were unaffected despite the attack, the company said.

Lewis Hamilton will be going into the Russian Grand Prix, where Mercedes have won every contest since 2014, on the back of three consecutive losses.

Last month, it was reported that a Chennai-based researcher named Laxman Muthiyah received a reward of $30,000 (Rs. 21.6 lakhs) from Facebook for spotting a bug in Instagram. Now, on Monday he revealed that he has discovered a new vulnerability which

Online Resource

Dewey Library - HQ144.S56 2018

Estrada-Tanck, Dorothy, author

In marketing, transparency and vulnerability are unjustly stigmatized. The words conjure illusions of being frightened, imperfect, and powerless. And for companies that shove carefully curated personas in front of users, little is more terrifying than losing control of how people perceive the brand.

Let’s shatter this illusioned stigma. Authentic vulnerability and transparency are strengths masquerading as weaknesses. And companies too scared to embrace both traits in their content forfeit bona fide user-brand connections for often shallow, misleading engagement tactics that create fleeting relationships.

Transparency and vulnerability are closely entwined concepts, but each one engages users in a unique way. Transparency is how much information you share, while vulnerability is the truth and meaning behind your actions and words. Combining these ideas is the trick to creating empowering and meaningful content. You can’t tell true stories of vulnerability without transparency, and to be authentically transparent you must be vulnerable.

To be vulnerable, your brand and its content must be brave, genuine, humble, and open, all of which are traits that promote long-term customer loyalty. And if you’re transparent with users about who you are and about your business practices, you’re courting 94 percent of consumers who say they’re more loyal to brands that offer complete openness and 89 percent of people who say they give transparent companies a second chance after a bad experience.

For many companies, being completely honest and open with their customers—or employees, in some cases—only happens in a crisis. Unfortunately for those businesses, using vulnerability and transparency only as a crisis management strategy diminishes how sincere they appear and can reduce customer satisfaction.

Unlocking the potential of being transparent and vulnerable with users isn’t a one-off tactic or quick-fix emergency response tool—it’s a commitment to intimate storytelling that embraces a user’s emotional and psychological needs, which builds a meaningful connection between the storyteller and the audience.

The three storytelling pillars of vulnerable and transparent content

In her book, Braving the Wilderness, sociologist Brené Brown explains that vulnerability connects us at an emotional level. She says that when we recognize someone is being vulnerable, we invest in their story and begin to develop an emotional bond. This interwoven connection encourages us to experience the storyteller’s joy and pain, and then creates a sense of community and common purpose among the person being vulnerable and the people who acknowledge that vulnerability.

Three pillars in a company’s lifecycle embrace this bond and provide an outline for telling stories worthy of a user’s emotional investment. The pillars are:

• the origins of a company, product, idea, or situation;
• intimate narratives about customers’ life experiences;
• and insights about product success and failure.

Origin stories

An origin story spins a transparent tale about how a company, product, service, or idea is created. It is often told by a founder, CEO, or industry innovator. This pillar is usually used as an authentic way to provide crisis management or as a method to change how users feel about a topic, product, or your brand.

Customers’ life experiences

While vulnerable origin stories do an excellent job of making users trust your brand, telling a customer’s personal life story is arguably the most effective way to use vulnerability to entwine a brand with someone’s personal identity.

Unlike an origin story, the customer experiences pillar is focused on being transparent about who your customers are, what they’ve experienced, and how those journeys align with values that matter to your brand. Through this lens, you’ll empower your customers to tell emotional, meaningful stories that make users feel vulnerable in a positive way. In this situation, your brand is often a storytelling platform where users share their story with the brand and fellow customers.

Product and service insights

Origin stories make your brand trustworthy in a crisis, and customers’ personal stories help users feel an intimate connection with your brand’s persona and mission. The last pillar, product and service insights, combines the psychological principles that make origin and customer stories successful. The outcome is a vulnerable narrative that rallies users’ excitement about, and emotional investment in, what a company sells or the goals it hopes to achieve.

Vulnerability, transparency, and the customer journey

The three storytelling pillars are crucial to embracing transparency and vulnerability in your content strategy because they let you target users at specific points in their journey. By embedding the pillars in each stage of the customer’s journey, you teach users about who you are, what matters to you, and why they should care.

For our purposes, let’s define the user journey as:

• awareness;
• interest;
• consideration;
• conversion;
• and retention.

Awareness

People give each other seven seconds to make a good first impression. We’re not so generous with brands and websites. After discovering your content, users determine if it’s trustworthy within one-tenth of a second.

Page design and aesthetics are often the determining factors in these split-second choices, but the information users discover after that decision shapes their long-term opinions about your brand. This snap judgement is why transparency and vulnerability are crucial within awareness content.

When you only get one chance to make a positive first impression with your audience, what content is going to be more memorable?

Typical marketing “fluff” about how your brand was built on a shared vision and commitment to unyielding customer satisfaction and quality products? Or an upfront, authentic, and honest story about the trials and tribulations you went through to get where you are now?

Buffer, a social media management company that helped pioneer the radical transparency movement, chose the latter option. The outcome created awareness content that leaves a positive lasting impression of the brand.

In 2016, Joel Gascoigne, cofounder and CEO of Buffer, used an origin story to discuss the mistakes he and his company made that resulted in laying off 10 employees.

In the blog post “Tough News: We’ve Made 10 Layoffs. How We Got Here, the Financial Details and How We’re Moving Forward,” Gascoigne wrote about Buffer’s over-aggressive growth choices, lack of accountability, misplaced trust in its financial model, explicit risk appetite, and overenthusiastic hiring. He also discussed what he learned from the experience, the changes Buffer made based on these lessons, the consequences of those changes, and next steps for the brand.

Gascoigne writes about each subject with radical honesty and authenticity. Throughout the article, he’s personable and relatable; his tone and voice make it obvious he’s more concerned about the lives he’s irrevocably affected than the public image of his company floundering. Because Gascoigne is so transparent and vulnerable in the blog post, it’s easy to become invested in the narrative he’s telling. The result is an article that feels more like a deep, meaningful conversation over coffee instead of a carefully curated, PR-approved response.

Yes, Buffer used this origin story to confront a PR crisis, but they did so in a way that encouraged users to trust the brand. Buffer chose to show up and be seen when they had no control over the outcome. And because Gascoigne used vulnerability and transparency to share the company’s collective pain, the company reaped positive press coverage and support on social media—further improving brand awareness, user engagement, and customer loyalty.

However, awareness content isn’t always brand focused. Sometimes, smart awareness content uses storytelling to teach users and shape their worldviews. The 2019 State of Science Index is an excellent example.

The annual State of Science Index evaluates how the global public perceives science. The 2019 report shows that 87 percent of people acknowledge that science is necessary to solve the world’s problems, but 33 percent are skeptical of science and believe that scientists cause as many problems as they solve. Furthermore, 57 percent of respondents are skeptical of science because of scientists’ conflicting opinions about topics they don’t understand.

3M, the multinational science conglomerate that publishes the report, says the solution for this anti-science mindset is to promote intimate storytelling among scientists and layfolk.

3M creates an origin story with its awareness content by focusing on the ins and outs of scientific research. The company is open and straightforward with its data and intentions, eliminating any second guesses users might have about the content they’re digesting.

The company kicked off this strategy on three fronts, and each storytelling medium interweaves the benefits of vulnerability and transparency by encouraging researchers to tell stories that lead with how their findings benefit humanity. Every story 3M tells focuses on breaking through barriers the average person faces when they encounter science and encouraging scientists to be vulnerable and authentic with how they share their research.

First, 3M began a podcast series known as Science Champions. In the podcast, 3M Chief Science Advocate Jayshree Seth interviews scientists and educators about the global perception of science and how science and scientists affect our lives. The show is currently in its second season and discusses a range of topics in science, technology, engineering, and math.

Second, the company worked with science educators, journalist Katie Couric, actor Alan Alda, and former NASA astronaut Scott Kelly to develop the free Scientists as Storytellers Guide. The ebook helps STEM researchers improve how and why they communicate their work with other people—with a special emphasis on being empathetic with non-scientists. The guide breaks down how to develop communications skills, overcome common storytelling challenges, and learn to make science more accessible, understandable, and engaging for others.

Last, 3M created a film series called Beyond the Beaker that explores the day-to-day lives of 3M scientists. In the short videos, scientists give the viewer a glimpse into their hobbies and home life. The series showcases how scientists have diverse backgrounds, hobbies, goals, and dreams.

Unlike Buffer, which benefits directly from its awareness content, 3M’s three content mediums are designed to create a long-term strategy that changes how people understand and perceive science, by spreading awareness through third parties. It’s too early to conclude that the strategy will be successful, but it’s off to a good start. Science Champions often tops “best of” podcast lists for science lovers, and the Scientists as Storytellers Guide is a popular resource among public universities.

Interest

How do you court new users when word-of-mouth and organic search dominate how people discover new brands? Target their interests.

Now, you can be like the hundreds of other brands that create a “10 best things” list and hope people stumble onto your content organically and like what they see. Or, you can use content to engage with people who are passionate about your industry and have genuine, open discussions about the topics that matter to you both.

The latter option is a perfect fit for the product and service insights pillar, and the customers’ life experiences pillar.

To succeed in these pillars you must balance discussing the users’ passions and how your brand plays into that topic against appearing disingenuous or becoming too self-promotional.

Nonprofits have an easier time walking this taut line because people are less judgemental when engaging with NGOs, but it’s rare for a for-profit company to achieve this balance. SpaceX and Thinx are among the few brands that are able to walk this tightrope.

Thinx, a women’s clothing brand that sells period-proof underwear, uses its blog to generate awareness, interest, and consideration content via the customers’ life experiences pillar. The blog, aptly named Periodical, relies on transparency and vulnerability as a cornerstone to engage users about reproductive and mental health.

Toni Brannagan, Thinx’s content editor, says the brand embraces transparency and vulnerability by sharing diverse ideas and personal experiences from customers and experts alike, not shying away from sensitive subjects and never misleading users about Thinx or the subjects Periodical discusses.

As a company focused on women’s healthcare, the product Thinx sells is political by nature and entangles the brand with themes of shame, cultural differences, and personal empowerment. Thinx’s strategy is to tackle these subjects head-on by having vulnerable conversations in its branding, social media ads, and Periodical content.

“Vulnerability and transparency play a role because you can’t share authentic diverse ideas and experiences about those things—shame, cultural differences, and empowerment—without it,” Brannagan says.

A significant portion of Thinx’s website traffic is organic, which means Periodical’s interest-driven content may be a user’s first touchpoint with the brand.

“We’ve seen that our most successful organic content is educational, well-researched articles, and also product-focused blogs that answer the questions about our underwear, in a way that’s a little more casual than what’s on our product pages,” Brannagan says. “In contrast, our personal essays and ‘more opinionated’ content performs better on social media and email.”

Thanks in part to the blog’s authenticity and open discussions about hard-hitting topics, readers who find the brand through organic search drive the most direct conversions.

Conversations with users interested in the industry or topic your company is involved in don’t always have to come from the company itself. Sometimes a single person can drive authentic, open conversations and create endearing user loyalty and engagement.

For a company that relies on venture capital investments, NASA funding, and public opinion for its financial future, crossing the line between being too self-promotional and isolating users could spell doom. But SpaceX has never shied away from difficult or vulnerable conversations. Instead, the company’s founder, Elon Musk, embraces engaging with users interests in public forums like Twitter and press conferences.

Musk’s tweets about SpaceX are unwaveringly authentic and transparent. He often tweets about his thoughts, concerns, and the challenges his companies face. Plus, Musk frequently engages with his Twitter followers and provides candid answers to questions many CEOs avoid discussing. This authenticity has earned him a cult-like following.

Musk and SpaceX create conversations that target people’s interests and use vulnerability to equally embrace failure and success. Both the company and its founder give the public and investors an unflinching story of space exploration.

And despite laying off 10 percent of its workforce in January of 2019, SpaceX is flourishing. In May 2019, its valuation had risen to $33.3 billion and reported annual revenue exceeded $2 billion. It also earned global media coverage from launching Musk’s Tesla Roadster into space, recently completed a test flight of its Crew Dragon space vehicle, and cemented multiple new payload contracts.

By engaging with users on social media and through standard storytelling mediums, Thinx and SpaceX bolster customer loyalty and brand engagement.

Consideration

Modern consumers argue that ignorance is not bliss. When users are considering converting with a brand, 86 percent of consumers say transparency is a deciding factor. Transparency remains crucial even after they convert, with 85 percent of users saying they’ll support a transparent brand during a PR crisis.

Your brand must be open, clear, and honest with users; there is no longer another viable option.

So how do you remain transparent while trying to sell someone a product? One solution employed by REI and Everlane is to be openly accountable to your brand and your users via the origin stories and product insights pillars.

REI, a national outdoor equipment retailer, created a stewardship program that behaves as a multifaceted origin story. The program’s content highlights the company’s history and manufacturing policies, and it lets users dive into the nitty-gritty details about its factories, partnerships, product production methods, manufacturing ethics, and carbon footprint.

REI also employs a classic content hub strategy to let customers find the program and explore its relevant information. From a single landing page, users can easily find the program through the website’s global navigation and then navigate to every tangential topic the program encompasses.

REI also publishes an annual stewardship report, where users can learn intimate details about how the company makes and spends its money.

Everlane, a clothing company, is equally transparent about its supply chain. The company promotes an insider’s look into its global factories via product insights stories. These glimpses tell the personal narratives of factory employees and owners, and provide insights into the products manufactured and the materials used. Everlane also published details of how they comply with the California Transparency in Supply Chains Act to guarantee ethical working conditions throughout its supply chain, including refusing to partner with human traffickers.

The crucial quality that Everlane and REI share is they publicize their transparency and encourage users to explore the shared information. On each website, users can easily find information about the company’s transparency endeavors via the global navigation, social media campaigns, and product pages.

The consumer response to transparent brands like REI and Everlane is overwhelmingly positive. Customers are willing to pay price premiums for the additional transparency, which gives them comfort by knowing they’re purchasing ethical products.

REI’s ownership model has further propelled the success of its transparency by using it to create unwavering customer engagement and loyalty. As a co-op where customers can “own” part of the company for a one-time $20 membership fee, REI is beholden to its members, many of which pay close attention to its supply chain and the brands REI partners with.

After a deadly school shooting in Parkland, Florida, REI members urged the company to refuse to carry CamelBak products because the brand’s parent company manufactures assault-style weapons. Members argued the partnership violated REI’s supply chain ethics. REI listened and halted orders with CamelBak. Members rejoiced and REI earned a significant amount of positive press coverage.

Conversion

Imagine you’ve started incorporating transparency throughout your company, and promote the results to users. Your brand also begins engaging users by telling vulnerable, meaningful stories via the three pillars. You’re seeing great engagement metrics and customer feedback from these efforts, but not much else. So, how do you get your newly invested users to convert?

Provide users with a full-circle experience.

If you combine the three storytelling pillars with blatant transparency and actively promote your efforts, users often transition from the consideration stage into the conversion state. Best of all, when users convert with a company that already earned their trust on an emotional level, they’re more likely to remain loyal to the brand and emotionally invested in its future.

The crucial step in combining the three pillars is consistency. Your brand’s stories must always be authentic and your content must always be transparent. The outdoor clothing brand Patagonia is among the most popular and successful companies to maintain this consistency and excel with this strategy.

Patagonia is arguably the most vocal and aggressive clothing retailer when it comes to environmental stewardship and ethical manufacturing.

In some cases, the company tells users not to buy its clothing because rampant consumerism harms the environment too much, which they care about more than profits. This level of radical transparency and vulnerability skyrocketed the company’s popularity among environmentally-conscious consumers.

In 2011, Patagonia took out a full-page Black Friday ad in the New York Times with the headline “Don’t Buy This Jacket.” In the ad, Patagonia talks about the environmental toll manufacturing clothes requires.

“Consider the R2 Jacket shown, one of our best sellers. To make it required 135 liters of water, enough to meet the daily needs (three glasses a day) of 45 people. Its journey from its origin as 60 percent recycled polyester to our Reno warehouse generated nearly 20 pounds of carbon dioxide, 24 times the weight of the finished product. This jacket left behind, on its way to Reno, two-thirds [of] its weight in waste.”

The ad encourages users to not buy any new Patagonia clothing if their old, ratty clothes can be repaired. To help, Patagonia launched a supplementary subdomain to its e-commerce website to support its Common Thread Initiative, which eventually got rebranded as the Worn Wear program.

Patatgonia’s Worn Wear subdomain gets users to engage with the company about causes each party cares about. Through Worn Wear, Patagonia will repair your old gear for free. If you’d rather have new gear, you can instead sell the worn out clothing to Patagonia, and they’ll repair it and then resell the product at a discount. This interaction encourages loyalty and repeat brand-user engagement.

In addition, the navigation on Patagonia’s main website practically begs users to learn about the brand’s non-profit initiatives and its commitment to ethical manufacturing.

Today, Patagonia is among the most respected, profitable, and trusted consumer brands in the United States.

Retention

Content strategy expands through nearly every aspect of the marketing stack, including ad campaigns, which take a more controlled approach to vulnerability and transparency. To target users in the retention stage and keep them invested in your brand, your goal is to create content using the customers’ life experiences pillar to amplify the emotional bond and brand loyalty that vulnerability creates.

Always took this approach and ended up with one of its most successful social media campaigns.

In June 2014, Always launched its #LikeAGirl campaign to empower adolescent and teenage girls by transforming the phrase “like a girl” from a slur into a meaningful and positive statement.

The campaign is centered on a video in which Always tasked children, teenagers, and adults to behave “like a girl” by running, punching, and throwing while mimicking their perception of how a girl performs the activity. Young girls performed the tasks wholeheartedly and with gusto, while boys and adults performed overly feminine and vain characterizations. The director then challenged the person on their portrayal, breaking down what doing things “like a girl” truly means. The video ends with a powerful, heart-swelling statement:

This customer story campaign put the vulnerability girls feel during puberty front and center so the topic would resonate with users and give the brand a powerful, relevant, and purposeful role in this connection, according to an Institute for Public Relations campaign analysis.

Consequently, the #LikeAGirl campaign was a rousing success and blew past the KPIs Always established. Initially, Always determined an “impactful launch” for the video meant 2 million video views and 250 million media impressions, the analysis states.

Five years later, the campaign video has more than 66.9 million views and 42,700 comments on YouTube, with more than 85 percent of users reacting positively. Here are a few additional highlights the analysis document points out:

• Eighty-one percent of women ages 16–24 support Always in creating a movement to reclaim “like a girl” as a positive and inspiring statement.
• More than 1 million people shared the video.
• Thirteen percent of users created user-generated content about the campaign.
• The #LikeAGirl program achieved 4.5 billion global impressions.
• The campaign received 290 million social impressions, with 133,000 social mentions, and it caused a 195.3 percent increase in the brand’s Twitter followers.

Among the reasons the #LikeAGirl content was so successful is that it aligned with Brené Brown’s concept that experiencing vulnerability creates a connection centered on powerful, shared emotions. Always then amplified the campaign’s effectiveness by using those emotions to encourage specific user behavior on social media.

How do you know if you’re making vulnerable content?

Designing a vulnerability-focused content strategy campaign begins by determining what kind of story you want to tell, why you want to tell it, why that story matters, and how that story helps you or your users achieve a goal.

When you’re brainstorming topics, the most important factor is that you need to care about the stories you’re telling. These tales need to be meaningful because if you’re weaving a narrative that isn’t important to you, it shows. And ultimately, why do you expect your users to care about a subject if you don’t?

Let’s say you’re developing a content campaign for a nonprofit, and you want to use your brand’s emotional identity to connect with users. You have a handful of possible narratives but you’re not sure which one will best unlock the benefits of vulnerability. In a Medium post about telling vulnerable stories, Cayla Vidmar presents a list of seven self-reflective questions that can reveal what narrative to choose and why.

If you can answer each of Vidmar’s questions, you’re on your way to creating a great story that can connect with users on a level unrivaled by other methods. Here’s what you should ask yourself:

• What meaning is there in my story?
• Can my story help others?
• How can it help others?
• Am I willing to struggle and be vulnerable in that struggle (even with strangers)?
• How has my story shaped my worldview (what has it made me believe)?
• What good have I learned from my story?
• If other people discovered this good from their story, would it change their lives?

While you’re creating narratives within the three pillars, refer back to Vidmar’s list to maintain the proper balance between vulnerability and transparency.

What’s next?

You now know that vulnerability and transparency are an endless fountain of strength, not a weakness. Vulnerable content won’t make you or your brand look weak. Your customers won’t flee at the sight of imperfection. Being human and treating your users like humans isn’t a liability.

It’s time for your brand to embrace its untapped potential. Choose to be vulnerable, have the courage to tell meaningful stories about what matters most to your company and your customers, and overcome the fear of controlling how users will react to your content.

Origin story

Every origin story has six chapters:

• the discovery of a problem or opportunity;
• what caused this problem or opportunity;
• the consequences of this discovery;
• the solution to these consequences;
• lessons learned during the process;
• and next steps.

Customers’ life experiences

Every customer journey narrative has six chapters:

• plot background to frame the customer’s experiences;
• the customer’s journey;
• how the brand plays into that journey (if applicable);
• how the customer’s experiences changed them;
• what the customer learned from this journey;
• and how other people can use this information to improve their lives.

Product and service insights

Narratives about product and service insights have seven chapters:

• an overview of the product/service;
• how that product/service affects users;
• why the product/service is important to the brand’s mission or to users;
• what about this product/service failed or succeeded;
• why did that success or failure happen;
• what lessons did this scenario create;
• and how are the brand and its users moving forward.

You have the tools and knowledge necessary to be transparent, create vulnerable content, and succeed. And we need to tell vulnerable stories because sharing our experiences and embracing our common connections matters. So go ahead, put yourself out into the open, and see how your customers respond.

Online Resource

Działek, Jarosław, author

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Foreman, Park

The government has mandated public sector and private employees who go to offices to download the app, as also people who are in the containment zone - localised areas where there is a Covid-19 positive case detected.

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Hayden Library - RC262.N44 2019