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Summer heat: need for recognition and respect
Summer brought a new anti-smoking law in Slovenia and exposed an interesting marketing area.
Do you remember moments when you or your friends started smoking? Mostly this starts in teenager years when need for recognition and respect evolve. And lighting a cigarette is one of the easiest ways to become respected in teenage societies. For some lighting a cigarette is curiosity, but for many it is about being respected.

And this summer, the Slovenian smokers were taken away this respect. It was the new law that said smoking is prohibited in any internal public place, including the most painfull => bars. The smokers were protesting and expressed strong feelings about it. They were shocked.

Still, the law does not prohibit the smoking itself. It only prohibits smoking were it influences other (non-smoking) people. With prohibiting smoking in public places, it only takes away the possibility to satisfy the need for respect. The need for recognition. The need to smoke and be respected for it. The need that evolved in young age and was satisfied by cigarette.

And this need is too often forgotten in business world. The need for respect. It is remembered in HRM, but rarely used in marketing. When did we last time show our customers that we really trully appreciate and respect them? Give them something to show our appreciation and respect for them? Let them know that their opinion counts?

P.S.: respected smokers, this is not an article against you or the law itself. It is an article that uses this case as an example for business development.

P.S.2: This article continues.

Dušan
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