Topsy Turvy World
What if marketers could save the world?
It sounds crazy. I mean, marketers are key players in the mess that’s been made so far, right? Exactly! That’s because marketing is power. The truth is that marketing is how the world runs. It’s how the narrative of everything in the world is developed and communicated, from money markets to governments to research and of course, the supermarket. Procter & Gamble, the giant consumer good company, was not named the consumer goods manufacturer of the 20th century (although it could have been), it was named the marketer of the 20th century.
As a marketer and a brand strategist I spent more than a decade agonising over the reality that my communications and branding skills were helping to support a system that was leading to the inevitable decline in the health of our bodies and our planet . I struggled for a long time to understand how I could live up to my own ethical standards, bring real value to the picture and still earn a living.
If you’re a marketer or a brand strategist today, you may be going through a similar crisis in which your personal ethics are just hitting the wall each day when you go to work. Let’s change that. Or at the very least, let’s get the discussion going on how start turning it all around.
Melody Pattison Mehta