I only have three posts left before I leave the On Co-op bloggership, and I’ve started to think about how I might best use my remaining time. I’ve certainly learned a lot here, and that will show up in my blogging next week, but this position is about me influencing the co-op sector as much as it’s about the co-op sector influencing me. I’d like to leave an interesting thought or two to bounce around co-operative heads once I’m gone.

The first thought, though, isn’t mine. It belongs to Tom Klein Beernink of the Guelph Campus Co-op who, in a meeting on marketing possibilities for IYC, pleaded, “Make it funny.” This plea has stuck with me, recurring to me in a variety of circumstances. I’ve seen a lot of sincere, thoughtful, concerned and even touching marketing from co-ops, but very little that tickles the ribcage. I think Tom was right–it’s time for co-op comedy.

I’d go further too: don’t just make it funny, make it downright silly. Whimsical, off-the-cuff, snappy, brilliant. A lot of co-ops seem to be very traditional in their public persona, striving for a professional image. But co-ops are an alternative to the prevalent business model, bucking trends and upsetting norms. You need a little irreverence to start a revolution. Besides, I’ve never subscribed to the notion that seriousness equals better work; most of the things that I’m genuinely passionate about in my life are also the things that make me laugh the most.

When not aiming for a shiny, polished image, co-ops often try to market themselves with reference to their ethical natures–and they should continue to do so, since that’s their best feature. But private businesses, ethical and otherwise, have been riding the wave of ethical concern for a while now, and that doesn’t always make co-ops stand out. As more and more companies lie or spin stories about their morals, more and more people grow sceptical of these claims.

I say cracking a smile now and then wouldn’t hurt. It might make co-ops look ridiculous from time to time–but let’s face it, we actually are ridiculous a great deal of the time. I say it’s time to celebrate that.

Make it funny. Ironically, it might make people take us more seriously as an alternative.