Over time I’ve come to learn this, “There’s a right time for everything”.
Timing works together with discernment the moment we decide to prepare any piece of content. Sometimes the market or who’s reading isn’t ready for the idea or message. Let’s unpack all the factors to consider.
Discernment comes in accordance to tone, and language – who the content is for.
Country
After living in 5 different countries, learning 9 languages, and travelling around the world the way people think and work in their countries pertains to their work culture. This leads us to the next point.
History
Politics, leaders and the historical past shapes a country and the market. On a personal note, this last year was my first-time ever writing content for South Africa, however, now it’s slowly transitioning to an international audience too. This is what sparked this article. There are sensitive topics and words that are okay to use on a normal conversational level in writing in the United Kingdom which might not fit for the US market. In the South African market there are 11 official languages, meaning 11 different cultures, so English is a common language – a middle ground but not everyone’s maternal language.
Generations
Internet has created such an evolution that worldwide content is accessible at a touch of the fingertips. This is creating new trends and advanced viral content. Remember not all people are tech savvy if we’re targeting the older generation. Knowing the audience that the message is intended for and the current market trends mean that the change (message) needs to hit at the right timing and point of where the market is currently positioned. The turning point would be that the market is ready for your idea, content, and change at that specific time.
Economic and social factors
The economy and system of every country is different, including inflations rates, unemployment and changes in industry such as technology or agriculture. Significant shifts in policies, such as trade agreements and development of each country affects the market.
1. Economic
In times of economic instability information might be urgent, making timely content critical. The market also moves by season, such as holiday season, Christmas, winter and summer. Timely content according to the occasion becomes important. Also, how consumers spend their money, and in times of recession, paying attention to valuable content is essential.
2. Social Trends
Changes in demographics, education levels, or social movements, are affecting market trends and public behaviour. For example, aging population can create a rise in services such as healthcare or retirement planning, just to name a few. The millennial and Gen Z influence social responsibility and eco-friendly practices. Life-long learning trends, access to education, advocacy to equality, mental health awareness, diverse cultures demand a range of perspectives and experiences, music, film and social media shape social trends. The adoption of technology, lifestyle changes, ethical consumerism, global connectivity requires focus on cross culture, family dynamics and environmental consciousness also create social trends.
Legalities
If the content message is taken the wrong way or doesn’t comply with regulations of a country there are serious implications.
Writing with discernment
Writing with discernment involves a thoughtful and subtle approach to creating text. It’s about more than just putting words together; it’s about making informed and intentional choices that enhance clarity, credibility, and impact.
Here are a few key aspects of writing with discernment:
1. Understand your audience: Write to tailor your audience’s need, interests, and level of understanding. Know who you’re writing for and adjusting your language, tone, and content accordingly.
2. Understand the context: Research the history, culture and political background. Presenting information from credible sources helps stay away from stereotypes and incomplete information. Promote understanding and dialogue rather than deepening divisions. Understanding historical context helps in interpreting why trends are occurring.
3. Current Dynamics: Analyse current economic indicators, social changes, and political developments. Highlight how these factors influence market trends and public behaviour.
4. Respect cultural norms: Be mindful of cultural differences and norms. Avoid language or topics that could be offensive or misinterpreted by the audience from different countries and different cultures. Recognise how cultural norms and values impact market behaviors and public sentiment. This includes understanding consumer preferences, work ethics, and social attitudes.
5. Use inclusive language: Employ language that is inclusive and respectful, recognising the diversity within and among nations.
6. Clarity: Having a clear and precise expression to convey your message effectively. Avoid ambiguity and vagueness by choosing words and constructing sentences carefully.
7. Handle Controversial Topics with Care: When discussing contentious issues, approach them with sensitivity and focus on constructive dialogue rather than provocation. 
8. Critical Thinking: Validate sources and the strength of your arguments. Discernment in writing means questioning assumptions, recognising biases, and presenting a balanced perspective.
9. Ethical Considerations: Be mindful of the ethical implications of your writing. This includes respecting intellectual property, avoiding plagiarism, and being truthful in your representation of facts and ideas.
10. Uphold Integrity: Maintain a commitment to truth and fairness. Avoid sensationalism or manipulation of facts for the sake of impact.
11. Use comparisons: Regional Comparisons: If applicable, compare trends within different regions of the country to provide a more detailed view. This can reveal disparities and varying impacts of historical challenges.
12. Global Benchmarks: Compare country trends with global trends where relevant. This can help contextualise the country’s position in the global market and highlight unique local factors.
13. Style and Tone: Adjust your style and tone to suit the purpose of your writing. Whether it’s academic, creative, or professional, discerning writers adapt their approach to fit the context and goals of their work.
14. Revising and Editing: Effective writing involves revising and editing to refine your ideas and expression. Discernment means critically assessing your drafts to improve coherence, flow, and overall quality.
15. Monitor Reactions: Be prepared to respond to feedback and criticism constructively. Adapt your approach based on the audience’s reception and the evolving political landscape.
Looking forward to our next discussion, in the meantime take a look at my entertaining and educational video on my YouTube Channel about Creative Writing: Leveraging the Art of Inspiration.
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Yours sincerely,
T. Dench Patel
