The Dove Campaign for Real Beauty - Pearson
The Dove Campaign for Real Beauty - Pearson
The Dove Campaign for Real Beauty - Pearson
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Chapter 2 Sustainable marketing: marketing ethics and social responsibilityinvariably choose to do what’s good <strong>for</strong> them. People want to eat fatty food, which is bad <strong>for</strong>their health; some people want to smoke cigarettes knowing that smoking can kill them anddamage the environment <strong>for</strong> others; many enjoy drinking alcohol despite its ill-health effects. Tocontrol some of the potential evils of marketing, there has to be access to the media <strong>for</strong> thecounter-argument – against smoking, against fatty foods, against alcohol. <strong>The</strong>re is also a need <strong>for</strong>regulation – self if not statutory – to check unsavoury demand.A second problem is that what consumers want is sometimes at odds with societal welfare. Ifmarketing’s job is to fulfil customers’ wants, unsavoury desires leave marketers with a dilemma.Consumers want the convenience and prestige of hardwood window frames, doors and furniture,but society would also like to keep the Amazon rain<strong>for</strong>est; consumers want the com<strong>for</strong>t of centralEuropeans now have theincome, automobiles andaccess to cheap food that nowallows them to challengeAmerica’s obesity. <strong>The</strong> lazy orindulgent lifestyle also createsmarket opportunities.99