I tend to irrationally think that marketing is of the devil: convincing people to buy things they don't need to impress people they don't like. But an idea has been nagging at me recently that it can be an incredible tool for something besides consumerism. I'll let you read Nicholas Kristof's opinion about improving the world. Part of me is wishing I'd studied marketing in school instead of the waste of time I did study for 4 1/2 years. But who knows maybe I'll find a worthy use of knowing how to fluff pillows someday.
All jesting aside, the gist of the article [in case you don't feel like reading it] is that several countries are disturbingly far behind in meeting humanitarian aid pledges, and he proceeds to explore the reason we are so willing to save people we can see and recognize but remain coldly indifferent to the suffering of people far away. Kristof deplores how poorly aid groups advertise, "Any brand of toothpaste is peddled with far more sophistication than the life-saving work of aid group."
The problem seems to be that the more people die, the less we care. For example, in one study, people donate generously to Rokia, a 7-year-old malnourished African girl. But when Rokia’s plight was explained as part of a larger context of hunger in Africa, people were much less willing to help.
Anyway I could continue to give you a breakdown of the article but I'd rather encourage you to read it yourself.
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People feel as though they can save one person though. It is hard to overcome the negativity that has surrounded not for profits with the downfall of passion in the work place. By marketing one child or one person, people feel as if they are making a difference to at least one person. Less hands so to say. The less hands in the pot the more the person receiving actually gets. Sadly enough, the faults of a few effect the masses.
I immediately think of feed the children when I hear stories like this. I think of the scandal that has surrounded the company, even though it has been revamped and under completely new management and advisors, the stigma is still there. I would much rather give $5 to someone on the corner or pay for the next persons meal than donate $5 to an organization that doesn't guarantee the $5 will be put the aide of others.
that was really long. the end.
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