Cool to be Kind: why Mister Rogers and Kindness are trending
Mister Rogers is having a cultural moment. Kindness is also having a moment. These two things are linked and in an increasingly stressed, depressed, and divided country, people are hungry for a lot more of both.
Fred Rogers, the host of Mister Rogers’ Neighborhood, passed away in 2003. By all accounts Fred Rogers in real life was much of who Mister Rogers was onscreen - genuine, present, thoughtful, caring, inclusive, creative and talented. In an era without cell phones or the internet, Roger’s crafted a quiet and mindful space with a unique pace. Since his death, his memory and wisdom has been reinvigorated by social media, stamps, memes, a Google Doodle, and films. People participate in reminders like World Kindness Day, and other national or global events, to express his key values. This authenticity, patience, and timeless good nature has come to feel like an antidote to the chaos, celebrity attention, media circus, and negativity of the day.
Mister Rogers hasn’t really gone away. The world turns to his calm, quiet, and reassuring ways whenever there is a national tragedy. His “look for the helpers” quote is brought forward again and again, and his advice about managing difficult emotions or situations by being able to mention them played a part in comforting victims and advocates of the #metoo movement.
Recently Mister Rogers has been memorialized in PBS specials, in “Won’t you be my Neighbor,” a 2017 documentary by Morgan Neville, in “Finding Fred,” an ongoing podcast by Fatherly, about his life and legacy, and in the soon-to-be released biopic, “Beautiful Day in the Neighborhood,” with Tom Hanks playing Rogers. The film’s tagline is, “we could all use a little kindness.”
The world seems to agree. This summer, Mister Rogers was even hailed as a to-be-expected fall fashion movement with cardigans, penny loafers, and the Sperry blue canvas sneakers as its predominate vibe.
One can purchase Mister Rogers sticky notes, pajamas, socks, shirts, and color-changing changing-sweater mugs. You can display his words, a collectible vinyl figure, and even send note cards reminding the recipient of how special they are. You can stream his show on a variety of services and buy books of his wisdom, advice, and poetry/song lyrics.
Maybe by surrounding oneself in the security and safety of Mister Rogers’ caring ways, we are better equipped to face the day-to-day challenges of adulthood, and a world that sometimes disregards what’s best and what’s the kindest, for what will get the most attention.
“Kindness,” in a similar fashion, has found traction in today’s marketplace. Brands are using concepts and promotions around kindness to break through the same cluttered, negative mediascape.
Nivea, the skincare company, just released a campaign redefining soft, as it relates to kindness and caring. “NIVEA is on a mission to challenge this negative perception of “being too soft” because soft, both emotional and physical, is what unites us all.” Nivea is working with Kindness.org’s “research arm to better understand the perception of soft today and develop a school-based program meant to bring awareness and education about choosing soft to kids.”
Cheerios’ ‘Good Goes Round’ campaign launched in 2017 and made use of consumers’ desire to see acts of generosity and kindness. They partnered with Ellen Degeneres for a Million Acts of Good, and Generation Good - sub-campaigns which encouraged others to see and create kindness and good in their community. In addition, for every branded hashtag, ten meals were donated by Cheerios in partnership with Feeding America.
Kindness is part of the next generation.
Raising children to be kind has been a newer topic of concern for parents and educators. The Atlantic’s November, 2019 article found that in parenting, “kindness appears to be in decline,” and that parents have generally focused on success and achievement as key values more recently.
In 2017, Sesame Street’s 47th season focused on kindness as a way to help young children imagine themselves in other peoples’ shoes. Their parent survey found that “parents believe the world is an unkind place for children.”
But the next generation is already feeling kinder and more introspective. “Nearly half of Gen Zs say the coolest people their age are kind to others” via Cassandra, a consumer research group, and are “more concerned with their mental and physical health than millennials or Gen Xers.”
Maybe its because they are surrounded with the message and have a wide variety of products that tout “kindness” - from onesies, to sweatshirts, books, and backpacks.
Adults can do the same with motivational posters, mugs, apparel, and books, as well as numerous cause and mission marketing efforts with kindness at their core.
So how can businesses and brands understand the need for kindness today? Perhaps Mister Rogers’ thoughts on how we affect others can guide us, “There is something of yourself that you leave at every meeting with another person.” What can brands leave behind that will resonate with consumers and echo the authentic, caring, and inclusive values they’re seeking today?