One of the most innocuous-sounding words in modern marketing is also one of the most culturally dangerous: “Effortless”. With automation of all forms breaking into new and sometimes unexpected areas of life, people have been given the idea that good things can be had in return for zero effort.
■ This promise is nearly a complete mirage. There are, of course, chores in life that offer little in the way of psychological reward: Emptying a dishwasher, for example. It’s monotonous, dreary, and there aren’t many creative ways to do it without shattering some glass. But we’ve already automated dishwashing about as much as we can without introducing Rosie the Robot into every home, and that’s been a pipe dream ever since the debut of “The Jetsons”.
■ In any domain where human ingenuity, creativity, or spirit are involved, “effortless” is the wrong goal altogether. Removing obstacles? Great. Reducing barriers? Desirable! Making dreary tasks more efficient and complicated ones more elegant? Please do.
■ But advertisements that promise to do things like “Make learning effortless“ miss the point entirely. The human brain doesn’t learn anything without trying to go through the learning experience. There is no learning by listening to recordings while you sleep or plugging into The Matrix so you can learn kung-fu. Learning can be made easier, more enjoyable, and less burdened by obstacles. But it cannot effectively be made effortless.
■ The same goes for so much else about human endeavor. The ceiling of the Sistine Chapel is beautiful, of course, but it’s the artistic creation story that moves the viewer. Nobody boasts about how little work they put into preparing Thanksgiving dinner; the effort itself is an expression of love. People who watched “The Beatles: Get Back” weren’t drawn to nearly eight hours of documentary footage because they were unsure how the songs turned out.
■ The word “effortless” is having quite the boom, and it’s best if we put a stop to it. Effort is too important to throw away, and developing an appreciation for it starts at a very young age. But if we don’t actively hold it in high enough popular regard, it could too easily slip away.