Marketing Matters: "Marketing's Role in Shaping the Future"
Marketing isn't just about selling products or services anymore. It's more than that. It has the potential to shape global consciousness and promote acceptance of individuals from different cultures and communities. It's a powerful tool that when used effectively and intentionally can normalize the world we want to create.
In March, I had the pleasure of hosting a conversation with the Minnesota Interactive Marketing Association (MIMA) at The Coven co-working space to explore how marketers curate our perception of culture, how they can use their micro-moments of power for change, how visibility in culture can change the narrative, and why political leaders are working to eliminate the normalization of fringe communities in the media and in education-- Spoiler Alert-- It's because what we're doing actually works!
Perception and Reality-- Marketers Curate our Perception of Culture:
Marketers have a huge responsibility. They amplify culture that exists globally and curate it on our consumption channels, creating societal narratives rooted perceptions of truth, stereotypes and most effectively fears. These fears can manifest as concerns for health, wealth and acceptance in the world around us. As we engage in the Marketing process It's important to ask whether these narratives align with the world we want to build, or if they reinforce ill intended tropes of they past. Marketers need to stop and think about their impact on society and use their power and influence accordingly.
The Power of Micro-Moments: Marketers can use their Influence for Change:
I heard at a conference last summer from the President of the NAACP, that power is our ability to make things happen or not happen. This also goes for marketing. In our field of work, it's all about creating impactful moments that resonate with consumers. These micro-moments have the power to shape our thoughts, beliefs, and behaviors. As marketers, we have the ability to encourage decisions that lead to generations of changed behavior.
Many marketers think that since they don't hold a high level position in a company, they don't have much power to bring about change. But the truth is, every choice each of us makes to do better ladders up to a bigger win. Micro-moments of power can be as small as making sure the language in a campaign is not offensive or as big as changing the whole narrative around an issue. Sharing along a resume of an ambitious professional regardless of if you believe they deserve it, Power is about our ability to make things happen or not happen. By taking responsibility for their actions, marketers can create a positive impact, no matter how small.
Normalizing the Truth-- Visibility in Culture Can Change the Narrative:
Normalization is about changing the conversation around specific issues and ultimately changing cultural attitudes. "You can't legalize what you don't normalize," says Kristi Henderson, Head of Inclusion for Anomaly. Visibility is key in creating a world where inclusivity and acceptance are the norm. When people see others who are different as a part of the daily narrative (not just during special occasions), their perception of what is normal and acceptable shifts. Marketers have the responsibility and opportunity to use their platform to promote diverse representations and bring visibility to the fringes of society. By normalizing diversity, we can create a more accepting and inclusive world where everyone is represented and celebrated.
No Pain, No Gain-- Why political leaders are working to eliminate the conversation around inclusion
In recent years, there has been a movement towards eliminating the normalization of fringe communities in the media and education. Political leaders have recognized the power of representation in shaping societal attitudes and are taking steps to ensure that diversity and inclusivity are erased. They understand that cultural norms play a huge role in shaping societal attitudes towards specific issues, and in a last ditch effort to retain control, they've stooped to supporting misinformation, fear mongering, and stigmatization as their weapons of choice in their fight for relevance and control. To fight back it becomes our job to continue forward on our journey to boost visibility of the culturally vulnerable.
As marketers we have a big role to play in shaping the future. They have the power to shape global consciousness and foster understanding among different cultures and communities. By being intentional in their work, they can bring visibility to the fringes of society and promote acceptance and inclusivity. Micro-moments of power, curating perception of culture, normalizing the truth in the media and are powerful tools that marketers can use to create positive change.
It's time for marketers to step up and use their influence for good.
Full Video Here courtesy of Ramble Pictures if You’re Interested: Password MIMA