Marketing and Society

There’s a longstanding debate in marketing circles about the role of marketing. Should marketing help shape civil discourse and moral standards? Or, does marketing merely reflect the standards that already exist in society? Clearly, just based on the definition of marketing and the power of persuasion that marketers possess, it is possible to change the temper of conversation. But, marketers are not gods. So the question remains: how (or should) marketers use that power?
Some would argue that the degeneration of good grammar and civil discourse in America is at least in part due to the way marketers sell their products and services. If marketing communications use sexually suggestive situations or push the envelope on acceptable moral behavior or language, are we “playing God?” Are we changing society rather than reflecting society? Look at political advertising. There are those who link the horrific attack on Congresswoman Gifford to advertising that visually depicted her district in the crosshairs of a rifle.
I began my career at Leo Burnett advertising. Leo always felt that advertising should be on the trailing edge of societal change. He even thought that advertising should be somewhat “corny.” But hard-charging creative writers and art directors often want to be on the “bleeding edge” of society. Who’s right? Once again, it’s a discussion worth having. And marketing managers need to take a role in the discussion. Marketing has the power to change things – for good or evil. That power shouldn’t be taken lightly.