Godin: Is Marketing Evil?

In one of his latest blog pieces, Godin discusses one of the pressing topics of the day: ‘Is Marketing Evil?’ He says that it’s true that marketing does work – it makes people buy something that they might not have tried before – but that it would be better to ask the question ‘Are Marketers Evil?’ A question the marketing guru admits he would respond with a ‘Some of them’ answer:

I think it’s evil to persuade kids to start smoking, to cynically manipulate the electoral or political process, to lie to people in ways that cause disastrous side effects. I think it’s evil to sell a patent medicine when an effective one is available. I think it’s evil to come up with new ways to make obesity acceptable so you can make a few more bucks.

… I’ve got a lot of nerve telling you that what you do might be immoral. It’s immoral to rob someone’s house and burn it to the ground, but is it immoral to market them into foreclosure? Well, if marketing works, if it’s worth the time and money, then I don’t think it matters a bit if you’re doing your job. It’s still wrong.

Just like every powerful tool, the impact comes from the craftsman, not the tool… For me, marketing works for society when the marketer and consumer are both aware of what’s happening and are both satisfied with the ultimate outcome.

Seth Godin