Marketing For Peace
I work with creators and entrepreneurs that develop businesses into brands that defy old patterns of greed and positively impact the world through their passion and skills. As a creative director of marketing, I use strategic communication and leadership to compel consumers to buy things. As a humanitarian, I’ve wondered if sharing effectual marketing principles could help solve real world problems more broadly.
Throughout my career and own observations of mass media communications, I’ve come to find how profoundly beliefs influence behavior and create social norms. Marketing communication is a powerful tool that manipulates people’s minds. If it works to convince consumers to buy certain things, could it serve activists in gaining compliance?
People across the globe are working toward a more sustainable world. Human rights, public policy, social justice and environmental organizations need leaders who can respond to the challenges of the world. Activism on a grassroots level is a constant struggle against more prevalent thought leaders and mainstream media outlets that often deceive the public with intentions of monetary gain. My aim is to share strategies to aid social transformation by supporting community engagement and helping people effectively articulate dire global and societal viewpoints.
It’s worth noting how much knowledge the general population lacks, let alone a unified understanding of Nature. Even through the exploration of science, only a degree of probability in defining phenomena can be asserted. Room must always be left for more probable theories to come along and undermine current world views. Humanity has yet to learn to see reality as a mere reference point in an infinite universe, causing us to live with world views based on incomplete information, confabulation, dogma, illusion or other effects of perception. When delving into the mysteries of the world, people naturally devise speculations. World peace is like seeking order from chaos.
People fail to realize we are born into a cultural paradigm in which we become products of our experiences. This ignorance perpetuates into a forgetfulness of our capacity. We’re like computers (human CPUs) roaming Earth, learning, growing and evolving. Everything we experience in life will be processed through the finite perspective of our brain. It’s responsible for everything we know. The organ itself is the hardware. The language and data stored inside (thoughts, emotions, memories, beliefs) is the software. Everything we learn, we can relearn. To adopt a certain mindset or excel at a new behavior, it must be practiced repeatedly. It’s not a question of whether or not we have been programmed. The question is with what information?
Spirit of Activism
The world is evolving and social change is becoming well within our reach as technology advances. The Internet provides a portal to the World Wide Web and digital marketing will help launch messages far and wide for the masses to discover. However, the common man doesn’t have specialized knowledge of branding to make precise distinctions and impactful expressions in the world. Branding is a marketing tactic that purposefully shapes the story for which a product, service or ideology becomes known. People need to know how things will affect them and why they should care. We tend to pursue what we know, like, trust and want.
What makes branding so opportunistic and important is that we are always sending messages, often without the utterance of a single word. Even if we don’t take initiative to strategically communicate by developing our brand, we still have the thing out there; only if left unmanaged will flail chaotically throughout the perils of human perceptions. Well-meaning activists generously donate their time and energy yet efforts fall short. What is exciting though, is it may be fixable by implementing a strong marketing strategy. As in the essence of anything, focus on the spirit of activism as a helpful leadership practice. This acronym will conveniently help guide communications.
SPIRIT = Supportive, Persuasive, Informative, Reinforcing, Inspiring, Transformative
Is the mission solving a problem? In all communication, the case should be clearly and consistently stated with preparation for challenges and answers to questions.
To gain compliance, constructive communication to form solid arguments is a necessity. Rhetoric is the art of persuasive speechmaking. Learn it.
Messaging should acknowledge opposing views while emphasizing the mission’s importance.
In a world where people are bombarded by mixed signals, to amplify a movement’s performance, diversify the medium. Apply the messaging to creative expressions in various forms to be everywhere for everyone, from speech to writing to visual performing arts to comedy to drama to music.
Understand the audience and adapt messaging accordingly to control interpretations by improving eloquence and enhancing the drama.
Carefully epitomize the ideal change to be seen in the world.
The Ultimate Catalyst
As problems arise, so do solutions. The creative effects of people’s minds alter the world more powerfully than any other force in Nature. Peace-promoting activism should be associated with a heady advancement in human evolution. The ultimate catalyst for social change is a constant flow of self-awareness. To alter the world, we must awake to the limitations of our human capacity and proactively create our world by consciously overriding certain programming that may hinder a harmonious collective.
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