Member-only story
Make Marketing Honest, For The First Time Ever
Here is some interesting information: everyone will claim to care about any major cause you pitch them and almost none of them will support that cause with their wallet. Why? Because they don’t care. Not really. Not enough.
I’m not a marketer, I work in finance. By all accounts, I’m a consumer. Every time a cause is presented to me, whether for climate change or reducing plastic in the ocean, I am on board- but at the check out counter, I find myself (along with the majority of the world population) looking the other way.
So, what gives? Why can’t we make the connection between our well-meaning thoughts and our less worthy actions? After some investigation, a shocking discovery was made- it turns out, we all have real lives going on day to day.
Look — we care about those big issues, but global warming is at least another year off and my rent is due tomorrow. I have to buy groceries today.
How To Get People to Actually Support Causes
I’ve been studying a lot of behavioral science, psychology, marketing, and decision architecture lately and here is my suggestion:
