The role of marketing must be expanded beyond its commercial nature if it is to positively impact society
The current times are filled with excitement
Despite the leadership’s tendency to lean towards the peripheral, global issues are becoming widespread
The statement “Think globally, act locally” was made by Patrick Geddes in 1915, although his definition of global may have been distinct
Despite their importance, the U NS ustainable Development Goals are gradually becoming the norm by which society is judged and leaders can continue to lead as expected
Marketing is no exception
Marketing has played a crucial role in the unprecedented growth of companies over the past 100 years, but it also creates significant issues that need to be addressed
The way marketing informs or manipulates your marketing strategy determines its use. It is not necessarily bad, but it can be vulnerable to being stolen
The marketing industry requires a shift from merely commercial to actually positive change for society, positioning it as an essential tool for meeting complex social needs and encouraging long-term economic growth
The role of marketing in Bridge Building
The most significant advantage of modern marketing is its ability to connect solutions with needs. It can serve as a crucial link between inventive solutions and the most pressing needs of communities
It is likely that despite the seemingly insurmountable issues, there is already a solution available somewhere
The promotion of solutions can increase awareness among the communities that require it, connect underprivileged groups with the awareness and ideas they need to scale and strive, and facilitate the vital connections that have always driven societal progress
Behaviour Change Catalyst
Marketing’s exceptional comprehension of human behavior and decision-making makes it uniquely suited to encourage positive social change. Marketing strategies, such as promoting sustainable consumption patterns and public health initiatives, help to shift societal behaviours towards more sustainable and equitable practices
Information Democracy
Throughout history, information has been subject to manipulation, but the truth has become highly subjective in the last 20 years. Technology’s ability to give voice to the opinions of others has transformed what we previously believed, and if we fail to break free from our social mold, your perception will be influenced by algorithms and those who read it
Yet, facts are facts. Truths are truths
Regardless of the media’s former credibility, opinions and marketing messages are constantly manipulating facts to sell products. Marketers are adept at that. The new and older generations seem to have a strong desire for facts and truth. Starting in primary school, it is crucial to teach oneself how to differentiate between an opinion and manipulation, and this should never be forgotten
This is also a role for marketers
Marketing must be ethical and non-manipulative in a time where manipulation is outdated. The purpose of this information is to inform both you and the rest of society. Marketers and their executives are now placing a high value on ethics and morality
With the increasing use of data-driven insights in our strategic communication, marketing can help deliver important information to the right audiences without compromising its effectiveness
Questions to redirect your attention
Previously, the objective of creating a product or service was to generate revenue, but now it is crucial to make sure that you impact any of the four areas mentioned:
1. Environmental Sustainability
2. Social Equity
3. Public Health
4. Innovation for Good
These are just a few illustrations. Can you explain in simple terms whether your product or service advances or challenges the UN’s 17 world Sustainable Development Goals (SDGs)?
The private sector is accountable for achieving those goals, not just the public sector
The issue at hand is the choice between profit and responsibility. The task of obtaining approval is easier said than done, but Here are some areas to get started::
1. Ethical Foundation
The marketing industry demands a high level of transparency, authenticity, and social responsibility. This includes:
2. Collaborative Approach
The key to success lies in working together across sectors::
3. Technology Integration
Utilizing the internet while ensuring accessibility::
This marketing approach goes beyond conventional commercial goals to align with a wider social purpose. By utilizing our marketing expertise to address urgent social needs, we can work towards creating more sustainable, equitable, and resilient communities
By utilizing their expertise, marketing personnel can contribute to positive social change by addressing the complex challenges of our time and promoting economic vitality
Success in the new paradigm will be measured by meaningful contributions to societal well-being, not just traditional metrics. These include lower carbon emissions, better public health outcomes, greater social mobility, and community resilience
This Evolution of marketing Contains not just a professional obligation but also an exceptional opportunity to transform the future for all
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