I RECENTLY saw an amazing commercial advertisement online. A company was marketing its tea brand in a video lasting hardly two minutes. What caught my attention was the fact that the advertisement had a message of raising awareness about voting wisely in elections.

The advertisement did not belong to any Pakistani brand. In fact, it had nothing to do with Pakistan. I wonder why companies here do not take advantage of the power of marketing for the betterment of society. The purpose of marketing in the world of business is to persuade a potential customer to accept what it is offering. When an advertisement runs on a television screen, it is watched by many, making it a potentially impactful tool.

Psychology tells us that whatever we see goes into our subconscious, invariably affecting our decisions and choices. Hence, if used for positive purposes, the results can be startling.

To cite an example, compassion to animals is being considered in Pakistan and discussions against animal abuse are going on nowadays. It is a positive change, and one can see people using social media platforms to create awareness on the matter. Companies involved in marketing can make advertisements of their own products with an implicit message of how kindness to animals is important.

If it comes from a reputable, established brand, the message is likely to be even more influential. It is true that in the past some advertisements actually promoted moral values, such as sharing, caring, or helping others. Other advertisements have also promoted family values. However, the number of such advertise-ments needs to increase, and messages should incorporate other aspects of life that are important but not normally discussed. The importance of punctuality, for instance, can be an area to explore in multiple creative ways.

All businesses selling their products or services have a responsibility to nurture and promote moral values in their respective societies. The greatest return in such an act is the satisfaction that you have contributed to society. This in a way is the real profit for any brand.

Syed Zohaib Rizvi
Karachi

Published in Dawn, July 4th, 2023