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responsible marketing

It’s been a while since I’ve seen one of these fiery, challenging posts from Seth Godin. This one is great and inspiring. Thanks Seth.

Let me be really clear, just in case. If you think that the world would be a better place if everyone owned a handgun, then yes, market handguns as hard as you can. If you honestly believe that kids are well served by drinking a dozen spoonfuls of sugar every morning before school, then I may believe you’re wrong, but you should go ahead and market your artificially-sweetened juice product. My point is that you have no right to market things you know are harmful or that lead to bad outcomes, regardless of how much you need that job.

Along the way, “just doing my job,” has become a mantra for blind marketers who are making short-term mistakes in order to avoid a conflict with the client or the boss. As marketing becomes ever more powerful, this is just untenable. It’s unacceptable.

If you get asked to market something, you’re responsible. You’re responsible for the impacts, the costs, the side affects and the damage. You killed that kid. You poisoned that river. You led to that fight. If you can’t put your name on it, I hope you’ll walk away. If only 10% of us did that, imagine the changes. Imagine how proud you’d be of your work.

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