Beyond the boogeyman: Unmasking marketing’s true role

If you’ve recently watched the Netflix documentary Buy Now! The Shopping Conspiracy, you’re likely aware of the brewing disaster of consumerism we’re creating. It’s like the allegory of the frog sitting calmly in a pan of water as the temperature gradually rises to boiling point. Over time, we adapt to discomfort, sometimes to our own detriment.

This metaphor feels particularly fitting in the wake of Black Friday, where the frenzy of deals and discounts often fuels mindless shopping. Caught in this annual ritual, businesses risk ignoring the long-term consequences of overconsumption, becoming numb to its negative impacts.

Brands that fail to think about the consequences of consumption and who fail to listen to their consumers are playing Russian roulette with their long-term existence. Brands must think about their actions and ensure a clear feedback loop from consumers needs and expectations to ensure their brands, and their marketing are a force for positive growth.

When done right, a feedback loop giving customers a voice in the boardroom and influencing the corporate zeitgeist, will show up as marketing that’s a force for good.

Marketing vs. consumer responsibility: A blame game

Nobody enjoys confronting their own poor choices. It’s easier to blame external forces, a villain, a boogeyman, than to accept responsibility. In the documentary, the finger is pointed squarely at brands and marketing, casting them as manipulative forces driving overconsumption and planetary harm. But is it fair to lay the blame entirely at marketing’s feet? I’d argue that when a brand has clear insights about what people truly value, need and want then they are better informed to make the right decisions.

Marketing is often caricatured as the creation of evil geniuses bent on world domination through consumer manipulation. This oversimplification ignores the crucial, positive role marketing plays in modern economies. Done responsibly, and based from consumer insight, marketing can be a force for good in society. Here’s how:

1. Empowering consumers through awareness and choice

At its core, marketing connects people with products or services that meet their needs. It raises awareness, educates, and enables consumers to make informed choices. For example, eco-conscious brands like Patagonia use marketing not to drive indiscriminate consumption but to promote responsible purchasing and environmental stewardship.

Marketing can also hold brands accountable by highlighting their practices. By shining a light on businesses that prioritise sustainability or ethics, marketing empowers consumers to choose products that align with their values, creating a demand for responsible corporate behaviour.

2. Driving innovation and market differentiation

Competition encouraged by marketing drives companies to innovate, often leading to more sustainable practices. Examples include renewable energy products, sustainable packaging, and brands embracing circular economy principles.

This consumer-driven demand inspires others to follow suit, sparking positive change. While not every brand gets it right, marketing creates a ripple effect, pushing industries toward more responsible consumption models.

3. Supporting economic growth and local communities

Marketing plays a pivotal role in helping small businesses reach consumers who might not otherwise know they exist. This visibility supports economic growth, job creation, and community development, essential elements of thriving economies.

Consider a local eco-friendly store using marketing to reach like-minded consumers. This creates a mutually beneficial relationship, strengthening local economies and supporting artisans, farmers, and small-business owners. Far from fostering reckless consumption, such relationships build community pride and resilience.

4. Raising awareness for social Issues

Marketing isn’t solely about selling products; it can be a tool for social good. Campaigns addressing recycling, road safety, or energy conservation demonstrate how marketing can drive positive societal change.

Take Dove’s “Real Beauty” campaign, which sparked discussions around self-esteem and body image. Such initiatives show that marketing can move beyond profit, contributing to healthier societal values and awareness.

5. Marketing reflects demand, it doesn’t create It

Contrary to popular belief, marketing doesn’t conjure demand from thin air. It responds to existing needs, making it easier for consumers to find products that align with their preferences. This also highlights the importance for companies to listen to consumers. The best brands will place heavy emphasis on the role of research and insights to give consumers a voice in the boardroom and reflect what people want to see from brands.

When marketing highlights sustainable or ethically sourced goods, it meets a real demand rather than manufacturing one. It’s about aligning products with consumer values, helping people discover options that resonate with their priorities. The difference between great brands and great marketing is simply their ability to listen and research, therefor, becomes pivotal.

Marketing - the unsung hero

Rather than being the villain behind overconsumption, marketing serves as a mirror, reflecting consumer needs and values. It empowers choice, drives innovation, and fosters community. When approached responsibly, marketing aligns with higher-order needs, encouraging mindful, informed decisions that benefit society.

So, don’t blame the marketing department for brands' failings. Like the free press, we should celebrate those striving to understand and meet our needs. Ultimately, it’s up to us, as consumers, to demand better from the brands we support. Marketing isn’t the boogeyman; it’s a tool for progress when wielded responsibly.