How we can use Marketing for Good

There’s a common misconception that advertising and marketing are just fuel for the capitalist machine that’s destroying the planet. That’s only half true. There are a lot of ways that marketing can and will be used for good.

Non-Profits need Marketing too

Marketing and advertising aren’t just for big businesses trying to manipulate the public and steal their money. The biggest charities and non-profit organizations use marketing. How can a charity get awareness, fundraising and volunteers without marketing? They can’t.

Any organization from Red Cross to PETA to the Salvation Army that has a distinct public image is using branding. Ever look at the World Wildlife Foundation and its logo? The little panda? Well, the panda is the brand-a, and the brand-a was made by a whole team of former marketing students. The organizations that are changing the world have gotten where they are because of marketing.

Not all Businesses are Evil

Yeah, I know capitalism is a flawed system that has effectively ruined huge chunks of the world and is crippling the middle class, but it’s not all bad. Well, not all businesses are bad. There are tons of local businesses, sustainable businesses and overall good companies that are doing good things for the world while still providing products and services. They need marketing and advertising to stay open, and many a marketing student is hoping to work for one of these good businesses.

Schools & Hospitals & Communities, oh my!

Yeah, that’s right; these three essential aspects of our society all need to use marketing in some way or another. For schools to recruit students and promote clubs and events and opportunities for students, they need marketing. Every major college and university has its own marketing department, most of which hire students. 

Hospitals also have to use marketing and advertising. Anytime a hospital makes a public statement or puts out pamphlets and posters, they had a whole PR and marketing team working on them. When you see a logo or a specific colour scheme or aesthetic in a hospital, that means they had a whole team working on their branding.

Finally, your community, whether you live in a small town or a big city, has some form of marketing in play. Community services need marketing. If your community wants tourism, it needs marketing. If your community has local arts, charity drives or any kind of community initiative, it needs marketing. You get the idea, there are more uses to marketing than just selling a product.

How have I used Marketing for Good?

I whole-heartedly believe that marketing can be used for good and make the world a better place because I have seen it and done it firsthand. In my first year at St. Lawrence College, my program did a charity campaign for Charity: Water, a fantastic charity that strives to provide clean drinking water and wells to people in need. It’s a great charity because it is funded solely through investors, so all donations go directly to those in need.

I had the privilege of being the Social Media Marketing lead, while my other classmates did outreach, events, gurella marketing, and so much more. It was an amazing experience that proved to me that a lot of good could come out of marketing. The campaign raised over $14,000  and a well is set to be built in Mozambique for those in need.

I hope this has enlightened you in some way to the great benefits of good marketing. There are a lot of evil people out there using marketing in a lot of wicked ways, but we don’t need to let them make marketing into a bad thing. The more good we do with marketing, the better the world will be. 

Do you have any ideas on how we can use marketing for good? Do you have experience in these kinds of things? Let me know in the comments below, and don’t forget to like, share and give me a follow.


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