SHORT TERM MEMORY WORLD

People had used to give importance to history or pedigree or legacy in this part of the world. I meant history in a literal sense i.e. people used to remember things of the past and used to cherish them. In the past, whatever people had liked, whether it be a person or a thing or anything else, that used to remain in their life for days rather years. Maruti Suzuki earned a huge profit by popularizing just one brand i.e. Maruti 800 and it remained in people’s mind for years. People used to call it just Maruti and it is implied in the call that they meant Maruti 800. Hindustan Lever Ltd too had a similar kind of brand called Lifebuoy which it ran for years in people’s life. People use the word Lifebuoy more than the word soap!

The situation has changed a lot now. The time has come where there is no importance given to the past things or its legacy. The world has become a truly short term memory world. Everything has become a short term contract now. Today you can never say for how long a brand can survive in a market. You can’t say if your job can endure the impacts of the changing markets. You can never even say if your loved ones will love you the same way as they used to be! The markets have started realizing that very fact and they keep changing their brands every year for their survival. Every now and then, we see people change their jobs and they don’t like to stick to one company alone. The era of people working for a company for 30 years has all gone. Today you can’t expect a person to be so loyal to the company he is working for. Easy money and quick money are the keywords in the market now.

Even on a political background, elections were fought on the issues that were looming around in the past. People’s verdict on the mandate depends on the incumbent’s performance in their term. But now, that has changed too. Even when there is a spate of terrorist attacks in the country, even when the nation is reeling under inflation, even when there are communal flare ups in the nation, even when the entire nation is under darkness without power, people still elect the same persons who were responsible for the trauma. People easily forget what was done in the past. Not so long ago, people voted against a government of a state because of an increase in the price of onion. That era is gone. Today, everyday is a new day and the importance of what had happened yesterday is of no value now. Slowly our country is turning into a capitalistic country where there is no value of what was done or what had happened. The only question is “Can he delivers now”?

It might not be a bad idea of thinking of what is happening right now but we are living in a nation where we always give importance to the history or the statistics or its legacy. Or else by now, we would have seen Sachin Tendulkar, Rajnikant and Mohanlal living a reclusive life long ago. But we are slowly turning into a state of oblivion.