Responsible Marketing – Redefining the Consumer Relationship

In spite of the new era of the Conscious Public, old brand marketing habits tend to die a slow death. Take for instance the terms “consumer” and “target” audience, neither of which in my opinion should be allowed to exist in our 21st century brand marketing vernacular.

As a responsible brand marketer who has worked on many relationship brands over the past twenty years, the “target” for our marketing efforts was the consumer. This notion was and always has been rooted in successful marketing strategies that sought out people whose natural state of function was to “consume”. Worse yet, they were “targets”, as if they had cross-hairs on their backs and were ready for conquest. While we always acknowledged that these “consumers” were made of many types of personalities, lifestyles, and interests, their single benefit to us as the producer was to “consume” our product. We make, they buy.

It’s like a great hunt is on – track and subdue the Consumer.

Clearly, the notion of consumption as a defining behavioral trait has changed, and I suggest that our references to them (and the ways in which we measure and evaluate) must change as well. Brand marketing success can and should be defined by the ways in which it responsibly serves the Public, and the role it plays in building a better (i.e. healthier) society. To take and take and take is not in the best interests of a socially responsible business, let alone a healthy society. And for that reason, use of the terms “Consumer” and “Target” are forbidden within Healthy Living Marketing. Someone has to take a stand.

Unfortunately, this time-honored approach pits producers of goods and services against the so-called consuming public. The new Conscious Public deserves and expects dialogue and exchange. Referring to a group of people who potentially “consume” products and services is one thing for convenience sake, but the assumption or suggestion that people’s primary role in society is to “consume” seems to be off-base, particularly in this new era of responsible living where the emphasis is on existing resources, saving and conservation.

Now if we could just come up with a better more responsible description – how about ‘people’, or ‘the public’, or ‘interested persons’……?

If you would like to learn more about Healthy Living Marketing and social responsibility campaign development, please contact us at (301) 378-0384.

Tags: responsible brand marketing, responsible living, responsible marketing