Loyalty. We are selling the idea that we are here to make life easier in this time of economic hardship. "Be loyal to us, for we are loyal to you and your family". We are going to stick together to put food on the table for your children. Hand in hand we are the ones to provide you with the bare essentials during a time when anything beyond is considered luxurious. All weekend I kept hearing the campaign on repeat. Corn, toothpaste, cereal? These are not my essentials. You see, my essentials are not represented in the new ads.
In all irony one of my essentials is LOYALTY. I have given all of myself for nearly a decade to a place where I am dispensable. In the blink of an eye the institution I have always remained faithful to would cast me out, take advantage of my good nature and toss me aside for a penny. The smiles and shallow statements are never truly authentic. In a heartbeat deceit would overrule what's in my best interest. Who's got my back?
I almost slipped the other night while I was back in the deli all alone. I wondered how long it would take for someone to notice if I had gotten hurt. I heard about the accountant a while back who died in her cubical at work and no one noticed for a couple of days. How is this possible? I would hope that someone would notice. But then again, until there was some problem or cake order would anyone really notice? If I didn't show up for work would anyone come to check on me or would they jump to the conclusion that I quit and stand complaining about me while I lay suffering somewhere?
My other essential is to HAVE MY VOICE HEARD. It's all about policies and standard practice. We have open door policies but they have a stigma attached to them that cause even more problems when it's used. After a while of trying to be a team player and stepping up to play and consistently being shot down you learn to keep you mouth shut. Telling the truth only causes issues. Wearing this blue collar somehow makes my word less important and influential. Why would my thoughts need to be heard if they carry no weight? I am the one on the front lines who knows what's really going on, but somehow my experiences hold no credibility. I don't have the title to make decisions therefore I have no opinion. Is it that they fear my knowledge? The truth someone with no degree may have a better idea than someone on salary is too intimidating and embarrassing to admit so it's just easier to pretend that we don't exist. The truth is just far too inconvenient. I have so much to say and no one really listens. They hear the words yet nothing is done. Pride gets in the way of change.
My other essential is to FEEL FULFILLED. I have a great deal of pride in the things I do. If you're going to create something why not make it a masterpiece? Why be mediocre at anything in life? We get one shot at this life and laziness is just a waste of the short time we have. I always thought my paycheck would reflect my talents. I used to believe that working hard, and giving it your all would be an advantage. I have found this not to be the case in retail. I am surrounded by people who fight with each other over who has to do their job. I work with people who burn more energy trying to get out of having to work. If everyone put in at least one percent more effort into actually getting the job done, there would not be as much for one person to handle. These associates who take no pride in their work and have zero work ethic continue to get the same wage and benefits while actually "earning" none of it. It amazes me that someone can stand beside me, when they're not texting in the bathroom, and wait for the paycheck at the very same time I am sweating, running the deli/bakery marathon. You wouldn't assume that slicing ham is rocket science but you'd be surprised at how often it is a complicated burden to some co-workers. Picking up an empty box is much too strenuous apparently. Yet I am the one who gets reprimanded. Because I am capable of it, I am the one expected to get it all done. If only I was smart enough to have figured out how to manipulate others to do my work for me, my job would be so much easier. Darn me for having integrity and honor.
MY greatest essential is well, THE ESSENTIALS. I need adequate pay to feed my family. No raises, cut hours and greater responsibility. The math does not add up. I don't quite understand how I increasingly make my company more money, the cakes I make and sell continue to get more expensive and my wage is frozen. I make them more money and they have now taken away our only perk, the "holiday bonus". I am literally struggling and rationing everything in my house. I have to fight hard for every single insufficient paycheck. But don't worry, I do get a 1% raise at the end of September to ease the sting of no holiday bonus this year. Don't feel sorry for me because one whole percent of zero is; oh, well , that sucks, zero. Geez, it's going to be a shabby Christmas this year. I'm sure my children will understand after I come home late on Christmas Eve.
Rebrand them as many times as you like, but these continue to be my essentials. I cannot find my essentials in brand loyalty. And more than likely "my essentials" will not be playing over the loud speaker next weekend either. After all chicken and peanut butter are much easier to supply and deal with than contentment.
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