Why we have to champion social change

Can marketing overcome its trust issues? (MWlinks.co.uk/MarketingTrust). There comes a time with every product – or in this case profession – when it’s necessary to re-evaluate the brand.

Sometimes it’s because a brand is viewed negatively, and other times it’s because people just don’t know what the brand does, or means. Marketing is suffering from a bit of both.

However, marketing can make progress by being a champion of social change, as Unilever senior vice-president of marketing Marc Mathieu suggests.

A great example of this is in the representation of older generations. According to ONS data, 55to 64-year-olds have 80% more wealth than 25to 34-year-olds. Yet these generations are, at best, lumped together in the ‘over 50’ bracket or, at worst, completely ignored. The whole point of marketing is to resonate with people – to emotionally engage with them through a product or service.

The only way to do this is to treat consumers as people – to understand what makes them tick and try to connect with them.

By properly reflecting the reality of society, marketing should not only improve its image but also be a driver of positive change.

Crispin Reed, Managing director, Brandhouse