What’s the most interesting question about marketing?

There are many fascinating questions one could ask about marketing, but here is an especially thought-provoking one:

How can marketing contribute to building a more equitable, sustainable and just society?

This open-ended question allows for exploring the deeper purpose and impact of marketing beyond just business goals like sales and revenue growth. Some ways it provokes interesting discussions:

• Examining how marketing shapes consumer values, behaviours and social norms. This includes reflecting on the ethics of different tactics and their unintended consequences.
• Considering how marketing could promote more sustainable lifestyles and reduce dangerous consumption.
• Discussing responsible advertising that avoids promoting unhealthy body images, stereotypes and other harmful notions.
• Thinking about how marketing could lift up disadvantaged communities and spread awareness of critical social issues.
• Envisioning how the psychology behind marketing could encourage more civic engagement and progressive social movements.
• Balancing business interests with contributing toward the greater good.
• Finding ways marketing could address environmental, economic and social justice causes.

In summary, this question pushes past typical marketing subject matter to uncover deeper philosophical debates about human well-being, ethics, progress and the common good. It invites imaginative, interdisciplinary and values-based thinking about the role marketing could play in building a better future. The multidimensional and ethical focus makes it a highly interesting question for discussion.

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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