Saturday February 29, 2020
Home Lead Story Are Mass Shoo...

Are Mass Shootings The New Normal In The U.S?

Parents and teachers now have to have these conversations with kids who are in school.

0
//
Mass shooting
Video: Orange Rallies in US Honors Victims of Gun Violence. Pixabay

Caila Sanford rushed to donate blood as she wiped tears from her eyes. She started reliving a nightmare after hearing about the mass shooting at the Borderline Bar and Grill in Thousand Oaks, Calif.

Sanford, 22, survived the mass shooting at a concert in Las Vegas just a year ago, where a gunman killed 58 people.

“This really hits home for me. I can imagine what these people are going through. I’ve been to this bar many, many times. I love college nights,” Sanders said.

It was college night at the Borderline when a gunman entered and opened fire, killing 12 people and then himself.

The shooter was identified as Ian David Long, 28, a former military machine gunner. He apparently killed himself after Wednesday’s attack.

Mass shooting
Caila Sanford survived the mass shooting during a Las Vegas concert last year. She never expected there would be a mass shooting so close to her home in California. She’s now afraid of going to places with a lot of people. VOA

It was the second U.S. mass shooting to make recent headlines. An attack Oct. 27 at a Pittsburgh synagogue killed 11 people.

Researchers at the Gun Violence Archive said there has been a mass shooting in the United States nearly every day this year. The group defines a mass shooting as an incident in which four or more people are wounded or killed by gunfire, not including the shooter.

The frequency of mass shootings leaves some Americans numb.

“It doesn’t get easier to hear, but it gets more normalized. It’s desensitized completely,” Sanford said, adding, “I think twice about going anywhere, honestly. Not just here — the grocery store, the mall.”

Mass shooting
A bouquet left by mourners lies near the site of Wednesday’s mass shooting in Thousand Oaks, Calif. VOA

 

Parents worry that not even schools are safe. In May, a mass shooting at a school in Santa Fe, Texas, left 10 dead.

“We are living in a state of fear within our own country, within our own borders, amongst ourselves,” said Grace Fisher, a mother of three young children.

Mass shooting
Ventura County Sheriff’s Office Capt. Garo Kuredjian, left, embraces chaplains with the Billy Graham Rapid Response Team as they pray near the site of Wednesday’s mass shooting in Thousand Oaks, Calif., Nov. 9, 2018. Investigators continue to work to figure out why an ex-Marine opened fire Wednesday evening inside a Southern California country music bar, killing multiple people. VOA

Fisher went to the scene of the most recent shooting in Thousand Oaks with a sign that said, “Moms demand action for gun sense in America.”

She said U.S. society must find better ways to prevent such carnage.

Mass shooting
Grace Fisher is a mom who is fearful for her three children. She said something needs to change with regard to gun regulations. She lives in a neighborhood near Thousand Oaks, site of the most recent U.S. mass shooting. VOA

“I think that the problem in this country is multifaceted. It’s going to take a multifaceted approach to solve this problem, but to say that guns are not the problem is a total cop-out,” Fisher said.

Also Read: Video: Orange Rallies in US Honor Victims of Gun Violence

In addition to worrying about a test in school, students also have to think about an exit plan if they experience an active-shooter situation.

“Parents and teachers now have to have these conversations with kids who are in school. ‘What are you going to do if this happens? What is your plan? Where are you going to go?’ And they shouldn’t have to worry about that,” Sanford said. (VOA)

Next Story

Here’s Why Millennials Overlook Age-Old Iconic Brands

Millennials Overlook Iconic Brands Their Parents Adored

0
Brands
As once-iconic brands like Tiffany & Co., Harley Davidson and the Gap grappled with declining sales, one of the nation’s largest retailers was busy making some in-store changes. Pixabay

By Dora Mekouar

As once-iconic brands like Tiffany & Co., Harley Davidson and the Gap grappled with declining sales, one of the nation’s largest retailers was busy making some in-store changes.

Target started offering more organic and natural food, stepped up designer collaborations with up-and-coming brands, added a line of gender-neutral children’s decor, and created a showroom-style area to showcase the latest in home decor.

The in-store experience remains critical. Even though more people than ever are shopping online, just 11% of all retail sales occur over the internet. A full 89% of all retail purchases happen the traditional way, by walking into a store, according to the U.S. Department of Commerce.

Target, the 8th largest retailer in the country, made tweaks to its stores in hopes of appealing to one particular kind of consumer.

Brands
Home decor at a Target store in suburban Washington. VOA

“Target was really stuck in neutral and then was able to innovate through its stores, innovate through its digital, and, all the sudden, was able to again drive growth with millennials,” says Jason Dorsey, president and lead millennial researcher at the Center for Generational Kinetics.

America’s retailers are taking notice now that millennials have overtaken aging baby boomers as the country’s largest living generation of adults. And it’s a generation that differs from their parents when it comes to their consumer tastes. For starters, they’re more adventurous and want to try something new. They’re also interested in connecting with brands that feel authentic.

“What millennials tell us is that an authentic brand is candid. It has a personality. The brand itself has very distinct values, a distinct voice, and it has a candor to it that they can relate to, identify with, and trust,” Dorsey says, adding that convenience is also key.

Brands
Some high-end brands, such as Gucci have successfully managed to reintroduce themselves to millennial shoppers. VOA

“This generation has been conditioned to be able to order everything through a small screen and if you make it hard or difficult or too many steps, then they’re not choosing to go that route.”

Millennials are expected to be big spenders over the next decade as they begin to buy and furnish new homes and start having children. Brands that fail to appeal to these influential young shoppers — who are currently in their mid-20s to late 30s — can quickly find themselves in trouble.

“Millennials are more hesitant to buy legacy big brands that they think don’t really understand or get them or their priorities,” Dorsey says. “You see this a lot in alcohol where you’ve seen a move away from your Bud Light, Coors Light, those type of brands and into craft beers, things that are seen as more unique, hard ciders, just a variety of other options that millennials feel better represents them, sort of more of a unique experience.”

Being seen as not unique or different has had an impact on brands the baby boomer generation — those between 55 and 75 — once helped make iconic.

Brands
Harley Davidson motorcycles are on display at a dealership in Ashland. VOA

After an extended sales slump, Tiffany & Co. is currently in the process of being acquired by the same French luxury group that owns  Louis Vuitton and Sephora.  Millennials haven’t shown much interest in the 200-year-old retailer’s signature rings, necklaces and bracelets that were once prized by their parents.

Harley Davidson motorcycles, which represented freedom and the unlimited possibilities of the open road to older generations, now faces being left behind by millennials who are more interested in using ride-sharing apps to get around.

Brands
GAP is one of the most popular brands among millennials. VOA

Harley-Davidson recently reported its worst quarterly sales in recent history, continuing a slide that began in 2014.

And there was a time when American teenagers thought nothing was cooler than wearing the Gap’s chino pants and branded sweatshirts. But today’s hipsters aren’t buying the retailer’s offerings, which industry experts say haven’t changed much in the last 20 years.

How millennials want to be seen, particularly through social media, is another big driver of millennial purchases, according to Dorsey.

Also Read- US Commission Urges India to Take Steps to Resolve Communal Riots in New Delhi

“You know millennials are the most photographed generation of adults in history,” he says. “How millennials want to see themselves really impacts what they buy in terms of, ‘Does this brand, product or service alignment my values? Does the store … treat people well? If it’s a restaurant, is the food responsibly sourced?’ All of these things are suddenly playing in that consumer narrative.”

The good news for retailers is that millennial dollars are still very much up for grabs, but it is up to the brands to figure out how to appeal to young shoppers who have very specific ideas about how and what they want to eat and buy. (VOA)