We're living in an era of self-proclamation, self-promotion, and self-gratification. Everyone, the saying goes, gets a trophy. Every crappy kids' drawing has a place of honor on the $9000 Sub-Zero.
At major universities, for instance, everyone gets an "A."
Here's a look at grade inflation through the decades. From C to shining A.
The same sort of thing is happening over at the world's largest monopoly: Amazon. Witness this small sampling of headlines about "reviews for sale" on Amazon.
There are so many awards--so much blather and emphasis put on awards and so little scrutiny of the processes and rules around work that can be entered for awards, that the whole system, to more and more people, is essentially little more than self-promotion.
If they got only ten entries per "discipline," at an average of $500/entry, the One Show would gross $130,000. That ain't a bad profit on handing out (following my math) 78 colored metal pencils--three per category. Of course, $130K is chicken feed. There are likely hundreds of entries per category.
Or why any client would believe any agency that sells themselves and their efficacy based on the awards they won for work that may or may not have even run. I wish there were an actual trade press to investigate the money-making motivation behind the awards industry and their enablers. But that won't happen. It's a captive press--with low-paid practitioners who do little reporting, investigative or otherwise. Besides, they like the free drinks in Cannes.