Marketers: It’s time to take up the mantle of societal change, and use our skills to make the world a better place. Here’s how.
Sometimes I doubt my ability to change the world. As a marketer, I’ve watched with envy as politicians, scientists, researchers, economists, statisticians and civil servants make bold, data-based statements or pass meaningful policies, lamenting my own inability to combat redlining in urban neighborhoods or to prove that yes, indeed, climate change is caused by humans. Marketers spend a lot of time launching creative campaigns and moving the needle on revenue for our clients – why not use those same skills to also improve the world that we inhabit?
If you’ve had these feelings, take heart: There are many skills that marketers bring to the table that are desperately needed in the worlds of politics and activism. I’m writing today, in the wake of Earth Day and marches for science around the world, to encourage you to bring your marketing skills to bear beyond your day job. We have skills that others don’t, including:
So my message, marketers, is this: Just because you aren’t practitioners of hard science doesn’t mean you can’t make a difference. Are scientists the best at formulating accurate yet consumable messages for the public based on complex research? Should social workers be executing and measuring social media campaigns to bring attention to poverty issues in their community? Can an economist translate data into action effectively? Rather than lament our “softer science” skills, I’d argue that marketers today are more important than ever. There are countless opportunities for marketers to jump in and make a difference.
Yes, marketers. You can change the world. Let’s start now.