Every so often, when I think about my choice of a future career, I have this kind of ethical panic attack. I start thinking about the end goals of marketing (i.e. profit) and I get discouraged. Should I really spend the rest of my life encouraging people to consume, consume, consume? Now don't get me wrong, I'm not a commie or anything, but the truth of the matter is, capitalism can be downright depressing. It seems like it brings out the worst kinds of habits in people: envy, greed, lust, materialism, etc. The list goes on and on.
So when I clicked on to AdAge this morning and was greeted by this lovely article from John A. Quelch and Katherine E. Jocz, I was uplifted. In a surprisingly logical way, the authors point out how the benefits of marketing and democracy are very similar. You see, marketing, like democracy, offers six societal benefits.
Exchange
Consumption
Choice
Inclusion
Information
Engagement
These qualities, when practiced by marketers are used to develop a fair and healthy relationship with consumers: one which is based on trust. As long as marketers remember to be socially conscious and keep their principles intact, there's no reason to feel bad. We are providing a service which is important to the functioning of a healthy society. Thanks AdAge for showing me the way.
So when I clicked on to AdAge this morning and was greeted by this lovely article from John A. Quelch and Katherine E. Jocz, I was uplifted. In a surprisingly logical way, the authors point out how the benefits of marketing and democracy are very similar. You see, marketing, like democracy, offers six societal benefits.
Exchange
Consumption
Choice
Inclusion
Information
Engagement
These qualities, when practiced by marketers are used to develop a fair and healthy relationship with consumers: one which is based on trust. As long as marketers remember to be socially conscious and keep their principles intact, there's no reason to feel bad. We are providing a service which is important to the functioning of a healthy society. Thanks AdAge for showing me the way.
1 comments:
This is an interesting viewpoint - it helped me to balance out my "MARKETING IS PURE EVIL!!" tendencies. ;-)
Environmental capitalism is something I'm watching very keenly of late, even cringing less at WalMart commercials. I realized that perhaps the biggest ecological change might not come from political action... but through capitalism, and specifically through advertising.
I nearly fainted dead away from cognitive dissonance. [grin]
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