Larger businesses have marketing departments spending money on getting their products into your awareness. Not only do they sell you products, but they sell you ideas about lifestyles, identity and aspiration to make you want their stuff. We’re encouraged to be dissatisfied with what we have, so that we keep wanting new things. We’re taught that to be left behind, old fashioned, out of date, behind, is a dreadful, stigmatising failure. This all helps to keep us spending.
In some industries, the influence of marketing is truly pernicious. There’s big money in pharmaceuticals and precious little in preventative medicine. On the whole not getting sick in the first place is far better for you than having to mop up the symptoms after the event. Guess where the money gets spent.
If, as a species, we are to have a viable future, we need to consume less, and to do that, we need some kind of counter-narrative to the marketing stories in the mainstream. We need an ethical marketing department that champions sustainability, re-use, reducing consumption, making healthy choices. We need a marketing agency that gives the small producers the visibility they need so they aren’t drowned out by the incessant shouting of big brands. This marketing department needs to champion things that make life better at no cost. It needs to run advertising campaigns for compassion, honesty, friendship, going for a nice walk and the such.
No one is going to pay the ethical marketing company any real money. No one is going to have time to properly organise it or write plans for it. That’s ok, because we can do it anyway. Take a job with the ethical marketing company. No previous experience required. Start today. Take whatever opportunities you have to be the PR person for stuff you think matters. No one will pay you, but the hours are good and the job satisfaction considerable.
Let’s tell some new stories about what we’re worth and what we deserve, and who we are. Stories that are not centred around a brand and that aren’t designed to have us relentlessly consuming. Let’s challenge the story that any brand is ’exciting’ because most of what’s out there in the mainstream is obvious, tedious, monotonous beige cardboard wrapped in cheap plastic. Including far too much of what passes for entertainment. We need new stories all round.