Using the Power of Influencing for the Common Good: Part II

marketing for the common good

Marketers to Marketeers

It is no secret that the perception of marketing and marketers is not something that would be considered noble. Most people dislike marketers and see them as deceivers that will say or do anything to achieve a goal. That goal is usually making a profit for the business. They are seen as lawyers are often seen. However, as there are good lawyers, there can also be good marketers. Good as in good by heart with good intentions and working for the common good.

Good-hearted marketers may not be defending justice or keeping innocent people out of jail, but they can make a change that has the potential to be even greater than that. In the first part of this blog, I have shown how marketers could be seen as modern-day educators. The influence they have is greater than people are realising and if used right, they could change the world.

Introducing the Marketeers.

The Novice Marketeer’s mission is to show that marketers can be a sort of modern-day musketeers. Like the Musketeers of the Guard in French history and from the well-known novel by Alexandre Dumas, the Marketeers of the Common Good will be the noble company in the army of marketers. They may not be many at this time and moment, but they are righteous and they are loyal to the cause.

The popular understanding of marketers is that they often do a work that aims to deceive their target audience and lure them in buying a product or a service that they may or may not need. They create the need in their audience perception. The deceiving comes in the way of how that product or service is presented or displayed. It is no secret for example, of how food advertisements are made. In the video, you will see some of the popular practices.

Using trickeries like that is what makes it difficult to put marketers in the “good guys” bracket. However, this set of skills can be used to work for the common good. Because marketers are so good at making something unpopular popular and something undesirable desirable, they surely can make a common good goal popular and desirable.

Are common good goals desirable?

Well, sadly not so much. We live in a world where it is hard to understand that the common good is also good for the self. The revers and more popular model, where working for the good for the self, often is not working for the common good. The current economic and business models are working for the good of the self. Often businesses and economics are like sports.

In sports in order to win, you have to beat somebody else. The same goes on in the current business and economic environment. Coca-Cola vs Pepsi, Apple vs Android, Google vs Bing, China vs the USA, EU vs Russia, etc. In these world dominance Olympics, the common good is always the loser, because the goal of the games contradicts with it.

Would the common good really work?

Yes. There are businesses working for the common good already. Thanks to the likes of Economy for the Common Good model and Social Enterprise Policies we already see how different organisations around the world are making progress and are benefiting from it.

What would the marketeers part be?

What it usually is – to polish an idea and sell it to the public by creating awareness and market for it. Unfortunately, common good goals are not presented well in the eye of the public. There are a few reasons for that. First the power of the opposition. A century-old business and economic models would hardly back down. Even though the common good concept does not mean the complete elimination of the current way, greed will be difficult to defeat.

The second reason and the one more concerning for me is the way some common good goals are currently presented. Some people have become tired and scared and maybe rightly so, which is making them angry and aggressive in showing what needs to be done. When something has the intention of being good and is presented by being aggressive and destructive is contradicting itself and therefor killing itself by making it unpopular.

The marketeers would be the ones to change that and find ways to sell the common good concept to the wider audience. With their skills of making people want and desire a product or a service, this shouldn’t be a hard thing to do. This time the product or service will be in line with the common good goals.

The common good goals may be subjective to current times and social and environmental needs. History shows that the understanding of good values and ethical means changes with the times. The current social and environmental values set in the Economy for the Common Good Matrix are what I believe correct and will be the ones pledged in the work of marketeers:

  • Human Dignity
  • Solidarity and Social Justice
  • Environmental Sustainability
  • Transparency and Co-Determination

To be put into practice the common good values need to be integrated into the marketing models. A similar to the Common Good Matrix I will be creating a Common Good Marketing Mix. Please subscribe to our newsletter and don’t miss the development of this concept. Join the conversation and follow us @thenovicemarketeer in the social platforms.

Comments (2)

[…] Novice Marketeer’s mission is to create a community of marketers or marketeers that will take it upon themselves to implement the common good values in their marketing plans and […]

[…] as part of your brand equity is beneficial today and it will be even more beneficial tomorrow. Marketeers will have to step up their efforts in this division and steer the business (no matter the industry) […]

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