The direction advertising is taking us in the digital era, by fostering a digitally-driven, personalized and ubiquitous marketing system, should be of profound worry to all (that means you environmentalists, inc. Greenpeace, Sierra Club, NRDC, and responsible investors). The global goal of the ad industry is to perfect a system where we are constantly surrounded and targeted with brand messages. “Buy this,†“desire that,†and “consume, dear, consume†interactive marketing communications which have the power to be displayed everywhere—our PC’s, mobile devices and digital TV’s. The ad industry’s current effort to better harness neuroscience to direct our unconscious emotions on behalf of brands will ultimately be used to strengthen a global consumerist society. But as the new Intergovernmental Panel on Climate Change global warming report warns us, our planet has taken a dangerous turn. That’s why leaders from the ad and marketing industry need to address their role in all this.
We know that the advertising industry is working to get people engaged to be ever-better consumers. For example, they wish to drive tens of millions of Chinese to buy cars, among many other products. Here’s a quote via Brandweek from a middle-class Chinese mother, who could be living anywhere: “The more products, the more stuff I have, the more happiness I feel,” says the young female head of the house. “I have very realistic thinking: Economics is the foundation of happiness. I want to have more money and enjoy a better life. This is a warm, happy family … but it is based on what kind of things you have in the family.” We don’t want to single out China, whose people deserve the best that life can offer. But we know that marketing efforts to promote consumption are aimed at China now, with businesses salivating about its market. The same story in Brandweek notes that “China’s car culture is taking off: It’s expected that 4.1 million passenger cars will have been sold in China in 2006, a 25 percent jump over 2005, with more than 10 million private cars in China now, or about one car for every 120 people… The government can’t build roads fast enough to keep up with the growing numbers of vehicles. In Beijing, a city of nearly 15 million people, 1,000 new cars hit the road every day, causing round-the-clock traffic jams and pollution.â€
The digital ad “brandwashing†machine will be working everywhere. Sophisticated technologies are being deployed to expand the power and reach of a global culture shaped by greater consumerism. It’s time we embraced a system that help put our lives—and planet—back into a better balance. Madison Avenue today is part of a global marketing machine, fueled by digital steroids. But the clock is near midnight. Will marketing’s leaders demonstrate any responsibility, beyond meaningless PSA campaigns?
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