According to a study by consulting giant Deloitte, 66% of US Millennials say their organization’s purpose is why they chose to work there. If that is true, then the first thing the successful organization must have is a clear articulation of its purpose. What is true for the workplace is also true for Freemasonry. After all, Freemasonry is a workplace of sorts, but in a very different sense.
For years, we've coasted on aphorisms like "we make good men better," or mysterious statements like "we are everywhere," or we use vague terms like "brotherhood," which means something very different to a combat veteran than it does to a member of Sigma Alpha Epsilon. I think we all have an innate sense of Freemasonry's purpose, but we've been very poor at articulating it. And with apologies to the Grand Lodges of Massachusetts and Maryland, 30 second TV spots with Ben Franklin might create awareness, but doesn't communicate purpose.
The Scottish Rite NMJ, to its credit, comes closer to articulating a purpose in their "Even Better" spot. While filled with stock footage of dudes making salad and getting measured for a suit, the video at least is a pretty decent pitch as to why a Millennial man might even consider Masonry as a pursuit. I think the "not just a man, a Mason" line starts to stray into copy that is a little salesy, but hey baby steps.
What are your thoughts? What would your elevator pitch for the Craft look like?