Marketing and its social impact.

Though we may all have had sporadic thoughts about the impact of consumer and their behavior on economic and financial health of a given nation, we virtually never concern ourselves with the external and artificial factors that may influence consumer behavior. The most significant subset of factors should be the comparison of natural needs vs. artificial needs. For instance, a marketing message that introduces new brand of milk or meat may not have an existential influence on consumers. However, a marketing message for a 60 inch brand name plasma TV may create artificial needs and wants that may influence the overall social, economic and social standing of the consumers.

In essence, there appears to be a moral component to marketing messages as well overall marketing efforts. Many companies that market to particular target groups may not consider the impact of their message on the individual consumer. The best example of this is our national experience with cigarette brands such as Camel or Marlboro. The images of a cool camel or cowboy may have caused young consumers to purchase items that were less than beneficial to their overall lives.

Ultimately, the sheer recognition that marketing and marketing message may have substantial impact on our societal standing and well being may create awareness and result in conscious moral decision making. Yet it also creates a question of finding the proper balance of marketing activities and corporate citizens’ right of conducting business without harming the very society that provides that venue for business, profit and wealth creation. All in all, the value of marketing and its impact on consumer as well as a nation raises a series question that every developed country will face. The end results has to be a national as well international consensus in regulating those activities that may be considered harmful to societal well being.