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How 9/11 Changed Us (for the Better)
By: Kaitlin T. Gallucci
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The events of September 11, 2001 had a profound effect on our nation and our world. Mindsets shifted, priorities changed, and our worldviews were permanently altered. Affecting us personally, emotionally, professionally, and as a nation, business could never be the same. Looking back on the past ten years, both our nation and our industry have made great strides to rebuild.

After 9/11, our priorities changed; matters of safety, security, and community took precedence. “How can I shop at a time like this? It feels selfish and unnecessary.” “How can I try to sell my widget at a time like this? It feels insensitive and unimportant.” Both marketing and consumption…just didn’t feel right.

Eventually, we were encouraged to resume living our lives as a testament to our national strength in the face of tragedy. So we did, but not unchanged.

With a new national mindset, marketing strategies were adjusted — and improved. The concept of community became more important. Digital marketing, social media, experience and event marketing, content marketing — these community-based marketing channels and tactics gained momentum, with positive results. Rather than simply pursuing transactions, marketing — and consumerism — became more focused on engagement.

As Bryan Duffy, Executive Vice President of Sales and Marketing at MKTG Inc., recently wrote, “when unforeseen circumstances change our industry…we always seem to recover and to reinvent the wheel for the betterment of the industry. As we all reflect on the tragedy that occurred in lower Manhattan 10 years ago, let us not forget that we have made it to the other side as more reflective, responsible and passionate marketers (and human beings).”

And we have.


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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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