The Ripple Effect of Marketing and Advertising on Culture and Choices
Creativity in marketing and advertising is more than just crafting a catchy tagline or producing a stunning visual. It’s a mirror reflecting society’s values, aspirations, and even its struggles. In my view, creativity has always played a dual role-it both reflects and shapes societal behavior. From my experience, this has been consistent through the decades, although the methods and mediums have evolved significantly. Advertising, whether in the past or present, has always been a powerful force in influencing buyer decisions, shaping habits, and creating behavioral patterns.
Creativity as a Cultural Lens-Then and Now
Every campaign tells a story, and that story stems from societal trends and emotions. Even in the early days of advertising, campaigns reflected societal values. For example, the 1950s ads often depicted the “ideal family” narrative, reinforcing post-war societal norms. Today, the lens has widened to include diversity, inclusion, and pressing global issues like sustainability.
Example (Old Times): Think of Coca-Cola’s 1971 “I’d Like to Buy the World a Coke” campaign. It reflected the era’s growing desire for peace and unity amidst social unrest, using creativity to foster a sense of global togetherness.
Example (New Times): Fast forward to today, Nike’s “You Can’t Stop Us” campaign doesn’t just capture societal challenges like the pandemic-it inspires resilience, celebrating diversity and unity in a modern, dynamic way.
Both examples show that while the themes may change, the role of creativity as a cultural lens remains timeless
Influence on Buyer Decisions-Shaping Habits Then and Now
In my experience, advertising has always influenced buyer decisions by aligning with societal norms and shaping behaviors. Earlier campaigns focused on building habits around consumption-for example, ads encouraging families to adopt breakfast cereals as a staple. Today, the focus has shifted to aligning with buyer values, such as health-conscious choices or environmental sustainability.
Example (Old Times): In the 1940s, Kellogg’s advertised cornflakes as the perfect way to “start the day right,” ingraining breakfast cereal into American culture.
ExamplExample (New Times): Compare this with Oatly’s modern campaigns promoting plant-based milk alternatives, targeting environmentally conscious buyers. In both cases, advertising shaped not only preferences but also societal habits. This evolution, in my view, shows how creativity adapts to both reflect and influence changing buyer priorities
The Role of Marketing & Advertising in Driving Impact-Responsibility Then and Now
The responsibility of marketing hasn’t changed-it has always been about influencing society. However, the ways in which this responsibility is fulfilled have shifted dramatically. Earlier, campaigns primarily aimed to sell products; today, they also drive larger societal change, championing causes and shaping discourse.
Example (Old Times): In the 1960s, ads for Marlboro cigarettes built the “Marlboro Man” persona, equating smoking with rugged masculinity and independence-an effort to shape societal ideals, though with negative health implications.
Example (New Times): Patagonia’s “Don’t Buy This Jacket” campaign took a completely different approach, urging consumers to think critically about their purchases and promoting environmental responsibility.
This shift highlights how creativity today not only mirrors societal values but also serves as a force for positive change.
In my view, this is our moment to innovate thoughtfully-building campaigns that inspire, connect, and create a meaningful impact on society.
As professionals in marketing, sales, and creative fields, we must ask ourselves: Are we merely riding the wave of societal change, or are we actively and responsibly shaping it?