Imagine scrolling through your social media feed. Each click leads you down a familiar rabbit hole. Reinforcing your views with every post. It’s a digital echo chamber. The algorithms curate your reality, serving up a steady stream of content that aligns with your beliefs.  

But what if we told you this phenomenon extends beyond the digital realm? That this pattern also happens in our work life.

In our workplaces, we often find ourselves surrounded by colleagues who share our passions and expertise. Whether we’re marketers dissecting the latest Burger King ad or financial analysts debating market trends, we’re steeped in discussions that echo our own perspectives. Yet, when was the last time we paused to consider how this insular environment shapes our understanding of the broader world?  

It’s time for a reality check.  

The conversations we engage in daily are not the same as those happening outside our professional circles. “Real people” aren’t fixated on marketing campaigns or analysing every detail of the latest product launch. They don’t obsess over our brands or eagerly anticipate our next big ad. Instead, they live their lives, grappling with issues that often don’t make it into our echo chamber. 

Our vantage point is skewed, whether we’re in food and drink, financial services, or healthcare. We’re immersed in our categories, convinced we understand what matters to the public. We notice things that others don’t. We analyse and have an opinion on everything. We have a better understanding (or so we think). We know the ‘correct’ language, and it’s something that WE believe is important. 

But this tunnel vision can create a significant disconnect between marketers and the actual experiences of everyday people. 

In sensitive topics like mental health, menopause, financial struggles, and gender inequality this disconnect can be more pronounced.  

It’s all too easy to forget that we are not the target audience. 

Despite the progress we’ve made in discussing these issues within marketing circles, they remain shrouded in stigma and silence for many. The uncomfortable truth is that while we pat ourselves on the back for raising awareness, countless individuals still feel isolated and reluctant to voice their experiences. 

And, if we work under the assumption that these topics are being openly discussed, then it leads to misguided strategies that fail to resonate with the target audience. If we assume that everyone is having the same conversations as us, then we’ve failed. 

Take menopause, for instance. It’s a natural phase in a woman’s life, yet it remains a taboo subject for many. Conversations around it are often hushed or avoided. Many still feel embarrassed or unsure about how to talk about it. This creates a significant gap between what marketers may think women want and what they actually need. Honest, empathetic conversations and resources that address their concerns, and help to educate. 

Debt is another topic that can carry a heavy stigma – be it real or imagined. Many struggle with financial challenges but can be reluctant to discuss them due to fear of judgment or shame. If we assume that discussions about debt are commonplace and out in the open, we risk crafting campaigns that miss the mark entirely. We need to recognise these emotions so that messaging resonates with how people are feeling. We need to create a feeling of safety, without judgement. 

So to bridge this gap, we need to adjust our newsfeed and open ourselves up to different perspectives. 

We need to break out of the echo chamber.  

Step outside of the building. 

Observe. Connect. Listen - really listen. 

Uncover Deeper Truths. Talk to Hummingbird Insights