Hijack Marketing and Change the World

How to be a force for good

By Published on .

David Trahan
David Trahan

There are many, many ways to make the world a better place, but most of us just end up talking about it instead of doing anything. In a time of Internet superstars, 25-year-old CEOs, and explosive social entrepreneurship, our ambitions can be squandered by the "Go Big or Go Home" mentality of the millennial generation. Guess what? You can change the world a lot easier than you think by marketing consumer products.

Marketers are one of the most powerful influences in the world. We are directly responsible for creating desire among consumers and influencing consumption of goods and services. We also manipulate and change the behaviors of billions of people as an industry.

Right now Coca Cola is changing the world as it introduces Coca Cola Classic into new markets thereby fueling economic growth, social bonding, and quality of life. The way Coke is marketed aims to bring people together more than they were without Coke, and reminds people to focus on the happy moments of life.

The website Seamless changed the world by making food ordering and delivery more convenient, thereby changing expectations of that entire category. Seamless make life easier and made a lot of money doing it.

As marketers we have the chance to change the world in big and small ways through the brands that we work with. We can make our clients money and make their consumers' lives better. Even simple things like the content we create on Facebook or the utilities we develop on our website allow us to improve people's lives in some way. Something as simple as putting a smile on someone's face makes the world better. In your life you can put a smile on a few people's faces each day. With one Facebook status update a brand can impact thousands, tens of thousands, or hundreds of thousands of people. You may very well be the one writing that post.

So, I say to you future marketers -- use your job to make the world a better place. Leverage the reach, wealth and influence of your clients to make people's lives better -- even if it's something small. Don't just sell to people; give back to them. If you do you'll also be giving back to yourself.

About the Author

David Trahan specializes in digital, consumer behavior and branding. He uses this combination of knowledge currently in his role as a Sr. Strategist at MRY where he is working on a variety of CPG brands. Previous to MRY David worked as a Verbal Identity Consultant at Interbrand where he worked on over 20 brands in short and long-term capacities. David is a graduate of Pace University where he earned his BBA in Marketing, Advertising and Promotions.

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