Can Marketers Change the World?
By Laureen Peck
There has always been a lot of debate in the media, around the kitchen table and at the water cooler as to whether or not we as individuals or as a group can change the world for the better. I may be biased, but I believe marketers in particular have the power to effect positive change in the world we all live in – if they are motivated to do so. I base this belief both on my personal observations and on scientific findings.
Einstein theorized that space and time are intertwined and that matter is inseparable from an ever-present quantum energy field. Bell’s Theorem, a quantum physics law says, “Once connected, objects affect one another forever no matter where they are.” The principle behind Bell’s Theorem is that, “an invisible stream of energy will always connect any two objects that have been connected in any way in the past.” In simple terms, this means that everything is connected to everything else.
We see this principal in action every day in social networking on and offline, business, politics, environmental policy, spiritual theology like Taoism, and more. In the early 1970s, ecologist Barry Commoner wrote The Closing Circle, in which he discussed the rapid growth of industry and technology and their constant effect on all forms of life. He suggested that people have the power to reduce the negative effects of industry on the environment if they are informed and aware of their connection to the natural world.
Marketers’ power comes from their ability to create meaningful connections between people and brands that promote new ideas. That is what I believe makes advertising and marketing communications exciting. We marketers have the power to influence people to convert to greener energy, eat a healthier food product, support a social cause or take a certain brand of medication that will improve their health. The possibilities are endless.
In practical terms, whether we work as individuals or for our clients, every single day people can make connections with other people that work to make living better for thousands of people. When people feel happier about how they live and work, or have new hope for their future, their happiness affects everyone they connect with in a positive way. The work we marketers produce and the connections we make can create an impact that ripples outward.
Knowing definitively that everything is connected gives my work as a marketer more meaning to me than simply earning a paycheck. We all have the power to make connections, through our relationships with friends, family, co-workers, clients, and through the marketing communications we produce that trigger people we have never met before to take action. Everything we do is part of an unending chain. The power of the universe is literally in our hands. As people and as marketers, if we choose to, there is no question that we can make our world and the world at large a better place to live.
**Note from author: The Tao of Advertising was originally posted on my Business Development blog, New Biz Wiz in 2011, only a few months before I was hired by Solar Energy World as their new Vice President of Marketing. I still believe in this philosophy today. To read more about how I put my values into action, click here.