How one book store brilliantly used clickbait to get people reading fiction.

Fewer people are reading fiction than ever before.

According to a report from the National Endowment for the Arts, the percentage of U.S. adults who read literature fell to the lowest level recorded since the group started tracking the statistic in 1982. It's anyone's guess as to why we're spending less time reading for fun, but one theory is that people are simply spending more time online and don't make time for books.

Photo by Peter Macdiarmid/Getty Images.


Last year, Dallas bookstore The Wild Detectives tested out a unique approach to getting people interested in the literary classics: clickbait.

Yes, clickbait. It worked for internet posts, but would it get people to read Hemingway? That's what The Wild Detectives wanted to find out.

The premise for the experiment was simple: They took beloved pieces of literature and gave them modern clickbait titles. For example, "The Jungle Book" became "He befriended a bear when he was a kid and fate reunites them years later." "Dracula" became "Romanian man discovers shocking fact about garlic that will give you nightmares," and "Frankenstein" became "German doctor becomes first to perform full body transplant."

The Wild Detectives didn't stop there — they actually tested these headlines on Facebook. People who clicked on the posts were taken to the full text of the public domain stories, which the store uploaded to its Medium profile.

"When it's OKAY to slut shame single mothers" describes the plot of Nathaniel Hawthorne's "The Scarlet Letter" pretty well. Photo from The Wild Detectives/YouTube.

The coolest part of this campaign wasn't just the cheeky titles and Facebook trickery, but rather, that it netted some majorly positive results. According to the store's case study, they experienced a 150% increase in engagement with their Facebook posts and a 1,400% increase in traffic to their website.

The store did it for brand awareness, and it clearly paid off.

"British guy dies after selfie gone wrong" might be the nudge you need to pick up Oscar Wilde's "The Picture of Dorian Grey." Photo from The Wild Detectives/YouTube.

Why go through so much trouble to encourage people to read fiction? Does it really matter what people read?

Aside from being a good way to spend some extra time, reading literary fiction actually serves a pretty important purpose in building empathy.

A number of recent studies concluded that literary fiction plays a role in developing the necessary skills to be able put ourselves in someone else's shoes. According to a study by Keith Oatley, the director of the Cognitive Science program at the University of Toronto, the act of reading fiction helps build empathy due, in part, to the way people engage with stories on an emotional and analytical level as well as the content of books themselves.

"Fiction can be thought of as a form of consciousness of selves and others that can be passed from an author to a reader or spectator, and can be internalized to augment everyday cognition," wrote Oatley.

"Teenage girl tricked boyfriend into killing himself" captures the essence of Shakespeare's "Romeo and Juliet." Photo from The Wild Detectives/YouTube.

Empathy is essential in helping create a better, more livable world.

Social skills are a key factor in predicting how successful someone will be in life. Empathy is a driving force behind social change, and it's what makes up the very foundation of civil society.

If building these skills relies on picking up the occasional book or two, we should celebrate acts of innovation like The Wild Detectives' "Litbaits" campaign that aim to reignite a passion for reading. After all, it's for the sake of humanity.

Learn more about what made Litbaits the success it is in the video below:

Pexels
True
Amazon

Shopping sustainably is increasingly important given the severity of the climate crisis, but sometimes it's hard to know where to turn. Thankfully, Amazon is making it a little easier to browse thousands of products that have one or more of 19 sustainability certifications that help preserve the natural world.

The online retailer recently announced Climate Pledge Friendly, a program to make it easier for customers to discover and shop for more sustainable products. To determine the sustainability of a product, the program partnered with third-party certifications, including governmental agencies, nonprofits, and independent labs.

With a selection of items spanning grocery, household, fashion, beauty, and personal electronics, you'll be able to shop more sustainably not just for the holiday season, but throughout the year for your essentials, as well.

You can browse all of the Climate Pledge Friendly products here, labeled with an icon and which certification(s) they meet. To get you on your way to shopping more sustainably, we've rounded up eight of our favorite Climate Pledge Friendly-products that will make great gifts all year long.

Amazon

Jack Wolfskin Women's North York Coat

Give the gift of warmth and style with this coat, available in a variety of colors. Sustainability is built into all Jack Wolfskin products and each item comes with a code that lets you trace back to its origins and understand how it was made.

Bluesign: Bluesign products are responsibly manufactured by using safer chemicals and fewer resources, including less energy, in production.


Amazon

Amazon All-new Echo Dot (4th Gen)

For the tech-obsessed. This Alexa smart speaker, which comes in a sleek, compact design, lets you voice control your entertainment and your smart home as well as connect with others.

Reducing CO2: Products with this certification reduce their carbon footprint year after year. Certified by the Carbon Trust.


Amazon

Burt's Bees Family Jammies Matching Holiday Organic Cotton Pajamas

Get into the holiday spirit with these fun matching PJs for the whole family. Perfect for pictures that even Fido can get in on.

Global Organic Textile Standard: This certifies each step of the organic textile supply chain against strict ecological and social standards. Each product with this certification contains 95%-100% organic content.

Amazon

Naturistick 5-Pack Lip Balm Gift Set

With 100% natural ingredients that are gentle on ultra-sensitive lips, this gift is a great gift for the whole family.

Compact by Design (Certified by Amazon): Products with this certification are packaged without excess air and water, which reduces the carbon footprint of shipping and packaging.


Amazon

Arus Women's GOTS Certified Organic Cotton Hooded Full Length Turkish Bathrobe

For those who love to lounge around, this full-length organic cotton bathrobe is the way to go. Available in five different colors, it has comfortable cuffed sleeves, a hood, pockets, and adjustable belt.

Global Organic Textile Standard: This certifies each step of the organic textile supply chain against strict ecological and social standards. Each product with this certification contains 95%-100% organic content.

Amazon

L'Occitane Extra-Gentle Vegetable Based Soap

This luxe soap, made with moisturizing shea butter and scented with verbena, is perfect for the self-care obsessed.

Compact by Design (Certified by Amazon): Products with this certification are packaged without excess air and water, which reduces the carbon footprint of shipping and packaging.

Amazon

Goodthreads Men's Sweater-Knit Fleece Long-Sleeve Bomber

For the fashionable men in your life, this fashion-forward knit bomber is an excellent choice. The sweater material keeps it cozy and warm, while the bomber jacket-cut, zip front, and rib-trim neck make it look elevated.

Recycled Claim Standard 100: Products with this certification use materials made from at least 95% recycled content.

Amazon

All-new Fire TV Stick with Alexa Voice Remote

Make it even easier to access your favorite movies and shows this holiday season. The new Fire TV Stick lets you use your voice to search across apps. Plus it controls the power and volume on your TV, so you'll never need to leave the couch! Except for snacks.

Reducing CO2: Products with this certification reduce their carbon footprint year after year. Certified by the Carbon Trust.

True

If the past year has taught us nothing else, it's that sending love out into the world through selfless acts of kindness can have a positive ripple effect on people and communities. People all over the United States seemed to have gotten the message — 71% of those surveyed by the World Giving Index helped a stranger in need in 2020. A nonprofit survey found 90% helped others by running errands, calling, texting and sending care packages. Many people needed a boost last year in one way or another and obliging good neighbors heeded the call over and over again — and continue to make a positive impact through their actions in this new year.

Upworthy and P&G Good Everyday wanted to help keep kindness going strong, so they partnered up to create the Lead with Love Fund. The fund awards do-gooders in communities around the country with grants to help them continue on with their unique missions. Hundreds of nominations came pouring in and five winners were selected based on three criteria: the impact of action, uniqueness, and "Upworthy-ness" of their story.

Here's a look at the five winners:

Edith Ornelas, co-creator of Mariposas Collective in Memphis, Tenn.

Edith Ornelas has a deep-rooted connection to the asylum-seeking immigrant families she brings food and supplies to families in Memphis, Tenn. She was born in Jalisco, Mexico, and immigrated to the United States when she was 7 years old with her parents and sister. Edith grew up in Chicago, then moved to Memphis in 2016, where she quickly realized how few community programs existed for immigrants. Two years later, she helped create Mariposas Collective, which initially aimed to help families who had just been released from detention centers and were seeking asylum. The collective started out small but has since grown to approximately 400 volunteers.