Singapore is experiencing the haze at this time of the year again.
The cause is the forest fire in Sumatra, Indonesia, which some say are the farmers burning the field to clear land for vegetation, which at the same time provide fertilizer for the land. Now there's remarks about the problems caused by big companies. Whatever the reasons, countries affected by the haze have been holding talks to solve the problem without success for as long as I could remember. Perhaps about 16 years. The haze situation can be moderate or real bad, depending on the direction of the wind during this period of the year. And this year, it is TERRIBLE. Anything beyond 150 meters are barely visible. And when the haze is back, the most sought after number is the Pollutant Standard Index (PSI), which measures the quality of air. In view of current state of condition, the government's environment agency, National Environmental Agency (NEA) started announcing the PSI Index every hour to keep citizens updated about the condition and possible regulations to stop certain commercial activities. Somehow, there seems to be a lag between the figure reported every hour versus what people are seeing, smelling and experiencing. As the PSI reading on the official website indicated it's "3-hour PSI Reading", this lead to the question of integrity of the PSI figures. Were the figures based on average in 3 hours? Did the official concealing the actual reading for fear of public reaction? Did they report only the lowest reading for that hour? So what has it got to do with your business? Sometimes when you have proof to substantiate your point, your customers may not trust you because of what they experience and their perceptions. Think about how you want to educate your customers about how the results are obtained. Think about all the questions and doubts that your customers may have.
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AuthorOutrageous Marketing Archives
May 2020
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