I was reading an article about the Hudson River in NY and the success of the massive cleanup operation that was ordered by the EPA (Environmental Protection Agency) and how marketing convinced many people that the river should not be cleaned, but would have been better off left as a sick, polluted PCB-infested minefield. Backstory – PCBs were once a key ingredient in the manufacturing of electrical components, but the substance has been linked to cancer in animals and studies have shown severe impacts on wildlife.  PCBs were banned in the 1970s, but not before tons of it was poured into these waterways from two plants along the river. The company  convinced a lot of locals that dredging would do more harm than good with ads that read like this: “These wonderful moments on one of the richest rivers on Earth could be interrupted for the next 20 years, if the EPA orders the Hudson dredged,” 

I was intrigued to read how the company that was ordered to undertake the multi-billion dollar cleanup operation used the marketing to try to convince people that this cleanup operation would do more harm than good. Of course, I understand that a company has to consider profits, costs etc, after all a business is a business and unless it is a non-profit, it is in business to make money. Whilst I am not judging the company, it made me consider the role of marketing in society from a different angle.

As a Marketer, I love the fun and creative side of this art (the art of marketing) but I am also very aware of its role in creating and changing perceptions, thoughts and ideas. Marketing is a powerful tool and those that know how to market effectively are in a position of power. But ask yourself this question: “Do you use your expertise responsibly, that is, not to create fear, not to steer people down the wrong path for selfish gain, but to do good? In essence are you a Socially Responsible Marketer?”