Marketings Impact on Society as a Whole

The marketing system as we - in Europe and other developed economies outside North America — are experiencing it, has been accused of adding to several 'evils' in our society at large. Advertising has been a special target. It has been blamed for creating false wants, nurturing greedy aspirations and inculcating too much materialism in our society.

• False Wants and Too Much Materialism

Critics have charged that, in advanced nations such as the USA, the marketing system urges too much interest in material possessions. People arc judged by what they own rather than by what they ore. To be considered successful, people must own a smart-looking house or apartment in a prime residential site, expensive cars and the latest designer label clothes and consumer electronics.

Consider, for example, the training-shoe market. These days, training shoes have gone the same way as cameras, watches and mobile phones: functionality is useless without 'tec lino-supremacy' and high style. Take Nike's Air Max Tailwind which features: 'flexi-laces' which stretch to give foot comfort; 'interactive eyestay' for one-movement tightening and adjusting; 'mesh upper' made of lightweight synthetic leather for cooler feet; 'plastic air pockets' filled with sulphur hexailuoride for added cushioning; 'flexible grooves' in the arch of the shoe to allow natural foot movements and give support and 'waffle soles' with grooved treads for traction and support! So sophisticated has it become that it is no longer even enough to say that you have a pair of Nikcs. Its famous tick logo is now more globally visible than the crucifix, so your Nikes had better be a very rare variety and/or very expensive if you expect to seriously impress, Alternatively, you could go for a limited edition Adidas or something slightly underground like DC skate shoes,6

Is there a similar enchantment with money in Europe? Asia? The rest of the world? It is neither feasible nor appropriate for this chapter to indulge readers in an extensive debate on cross-cultural similarities and dissimilarities in materialistic tendencies and behaviour, and whether marketing is the root cause of these desires. Rather, we acknowledge the phenomenon of the 'yuppie generation' that emerged in the 1980s, symbolizing a new materialistic culture that looked certain to stay. In the 1990s, although many social scientists noted a reaction against the opulence and waste of the 1980s and a return to more basic values and social commitment, our infatuation with material things continues. For example, when asked in a recent poll what they value most in their lives, subjects listed enjoyable work (86 per cent), happy children (84 per cent), a good marriage (69 per cent) and contributions to society (66 per cent). However, when asked what most symbolizes success, 85 per cent said money and the things it will buy.7

Critics view this interest in material things not as a natural state of mind, but rather as a matter of false wants created by marketing. Businesses stimulate people's desires for goods through the force of advertising, and advertisers use the mass media to create materialistic models of the good life. People work harder to earn the necessary money. Their purchases increase the output of the nation's industry, and industry, in turn, uses the advertising media to stimulate more desire for its industrial output. Thus marketing is seen as creating false wants that benefit industry more than they benefit consumers.

However, these criticisms overstate the power of business to create needs. People have strong defences against advertising and other marketing tools. Marketers are most effective when they appeal to existing wants rather than when they attempt to create new ones. Furthermore, people seek information when making important purchases and often do not rely on single sources. Consumers ultimately display rational buying behaviour: even minor purchases that may be affected by advertising messages lead to repeat purchases only if the product performs as promised. Finally, the high failure rate of new products shows that companies are not always able to control demand.

On a deeper level, our wants and values are influenced not only by marketers, but also by family, peer groups, religion, ethnic background and education. If societies are highly materialistic, these values arose out of basic socialization processes that go much deeper than business and mass media could produce alone. The importance of wealth and material possessions to the overseas Chinese, for example, is explained more by cultural and socialization factors than by sustained exposure to western advertising influences.

• Too Few Social Goods

Business has been accused of overselling private goods at the expense of public goods. As private goods increase, they require more public services that are usually not forthcoming. For example, an increase in car ownership (private good) requires more roads, traffic control, parking spaces and police services (public goods). The overselling of private goods results in 'social costs'. For cars, the social costs include excessive traffic congestion, air pollution, and deaths and injuries from car accidents.

A way must be found to restore a balance between private arid public goods. One option is to make producers bear the full social costs of their operations. For example, the government could require car manufacturers to build cars with additional safety features and better pollution-control systems. Car makers would then raise their prices to cover extra costs. If buyers found the price of some cars too high, however, the producers of these cars would disappear, and demand would move to those producers that could support both the private and social costs.

• Cultural Pollution

Critics charge the marketing system with creating cultural pollution. Our senses are being assaulted constantly by advertising. Commercials interrupt serious programmes; pages of ads obscure printed matter; billboards mar beautiful scenery. These interruptions continuously pollute people's minds with messages of materialism, sex, power or status. Although most people do not find advertising overly annoying (some even think it is the best part of television programming), some critics call for sweeping changes.

Marketers answer die charges of 'commercial noise' with the following arguments. First, they hope that their ads reach primarily the target audience. But because of mass-communication channels, some ads are bound to reach people who have no interest in the product and are therefore bored or annoyed. People who buy magazines slanted towards their interests - such as Vogue or Fortune -rarely complain about the ads because the magazines advertise products of interest. Second, ads make much of television and radio free, and keep down the costs of magazines and newspapers. Most people think commercials are a small price to pay t'or these benefits.

• Too Much Political Power

Another criticism is that business wields too much political power. 'Oil', 'tobacco', •pharmaeeudeals', 'financial services' and 'alcohol' have the support of important politicians and civil servants, who look after an industry's interests against the public interest. Advertisers are accused of holding too much power over the mass media, limiting their freedom to report independently and objectively.

The setting up of citizens' charters and greater concern for consumer rights and protection in the 1990s will see improvements, not regression, in business accountability. Fortunately, many powerful business interests once thought to be untouchable have been tamed in the public interest. For example, in the United States, Ralph Nader, consumerism campaigner, caused legislation that forced the car industry to build more safety into its cars, and the Surgeon General's Report resulted in cigarette companies putting health warnings on their packages. Moreover, because the media receive advertising revenues from many different advertisers, it is easier to resist the influence of one or a few of them. Too much business power tends to result in eounterforces that check and offset these powerful interests.

Let us now take a look at the criticisms that business critics have levelled at companies' marketing practices.

Continue reading here: Enlightened Marketing

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Readers' Questions

  • jon
    How advertisements affect society?
    1 year ago
  • Advertisements have a huge impact on society by shaping public opinion, influencing consumer behavior and creating cultural trends. They can be used to promote positive messages and raise awareness about social issues, or to encourage people to buy a certain product. Advertisements can also be used to manipulate people, through targeted marketing and false information. Ultimately, the way advertisements affect society is determined by their content, and the intent of the companies or organizations behind them.
    • smeralda
      Which of the following is not a social criticism of marketing?
      1 year ago
    • The notion that marketing creates demand and encourages unnecessary consumption is not a social criticism of marketing.
      • Terry Lipp
        What are the critics that marketing creates false wants and too mùch materialism?
        1 year ago
      • Critics of marketing creating false wants and too much materialism generally argue that marketing encourages people to buy items they don't really need or want, and that it reinforces a mindset that more possessions equal greater happiness. The resulting focus on material goods, it is argued, leads to environmental destruction, excessive consumption, and a lack of appreciation for experiences and community relationships.
        • Camelia
          Why marketing is said create false wants and much materialism?
          1 year ago
        • Marketing is often accused of creating false wants and encouraging materialism, because it plays on people's emotions and encourages them to purchase things they may not necessarily need or even want. Marketers use various tactics to manipulate people into buying more and purchasing items they may not be able to afford. They often tap into people's insecurities and desires, using them to try and drive up sales. This encourages people to buy things they may not need, leading to an increase in materialism and a decrease in personal satisfaction.
          • sharonda
            What is false wants and too much materialism?
            1 year ago
          • False wants and too much materialism is an attitude of constantly wanting more than what is necessary, often with little regard for the environmental or social impacts of consumption. It can lead to a lack of appreciation for all that one has and an excessive focus on material goods.
            • natalino
              How do marketers respond to charges of commercial noise?
              1 year ago
            • Marketers typically respond to charges of commercial noise by attempting to reduce the level of noise created by their advertising campaigns. This could include utilizing more targeted campaigns, adjusting the timing and placement of ads, and using less disruptive formats. Additionally, marketers may try to create more engaging content that stands out from the clutter instead of relying solely on volume. Finally, they may invest in research to better understand consumer preferences to ensure their campaigns appeal to the right audiences.
              • matilda baggins
                What is marketing's impact on society as a whole?
                1 year ago
              • Marketing has a wide-reaching impact on society as a whole. It influences consumer behavior, shapes public opinion, and encourages positive social change. By informing consumers about products and services, marketing helps to create jobs, foster economic growth, and promote technological advances. It also encourages healthy competition and helps to create marketplaces where buyers and sellers can come together. Finally, marketing supports charitable giving and social causes, which helps to further strengthen communities.
                • dionisia
                  How business create cultural pollution?
                  1 year ago
                • Businesses can create cultural pollution by marketing products or services that reflect a message that is not reflective of the values of the culture. These messages may include sexism, racism, or other messages that the culture finds offensive. Additionally, businesses can also create cultural pollution by using marketing techniques that exploit or manipulate people in the culture. Examples of this could include ads that portray unrealistic or unattainable standards of beauty or promotion of products that are not beneficial to the culture. Finally, businesses can also create cultural pollution by engaging in unethical practices such as polluting the environment or exploiting workers.
                  • angela
                    What marketing and advertising has on the soiety?
                    1 year ago
                  • Marketing and advertising has a great impact on society. It shapes the way we think, how we feel, and what we value. It is pervasive in our everyday lives and it affects our decision-making processes, from the items we buy to the political candidates we support. It has the power to influence public opinion, create demand for products and services, and propel entire industries. The effects of marketing and advertising are both positive and negative; it can both educate and deceive. On the positive side, marketing and advertising can help inform people about new products and services, promote local businesses, and provide job opportunities in the marketing and advertising industry. On the negative side, it can contribute to unrealistic beauty expectations and promote unhealthy behavior, such as cigarette smoking and excessive drinking.