responsibility in business (or … shapers of society)

——

“All of us who professionally use the mass media are the shapers of society.

We can vulgarize that society.

We can brutalize it.

Or we can help lift it onto a higher level.”

=

Bill Bernbach

—–

Well.

Bill Bernbach is a well-known and respected name in the advertising business.

He should be a more well-known name with respect to business management and ethics.

I say this after I found my copy of The Bernbach Book <one of less than maybe 10000 ever printed> … and I thought about responsibility in business.

Uhm.

Yes.

In business we have a responsibility. A responsibility to do and say the right thing.

Yes.

All businesses … but in particular in the advertising and marketing business we have an almost overwhelming responsibility <which far too many people are not willing to accept this burden>.

But all businesses have this responsibility.

Because they can shape society.

As Bernbach suggests … whether we like it or not … whether we want to do it or not … tough shit … we are shapers of society.

And we have some relatively simple choices in front of us:

We can vulgarize that society.

We can brutalize it.

Or we can help lift it onto a higher level.

But we need to make that choice.

Because we sometimes forget to do so.

——

“We are so busy measuring public opinion that we forget we can mold it.

We are so busy listening to statistics we forget we can create them.”

——–

“A dull truth will not be looked at.

An exciting lie will.

That is what good, sincere people must understand.

They must make their truth exciting and new, or their good works will be born dead.”

=

Bill Bernbach

——-

Those are some good strong thoughts and good strong words.

Words to think about.

Words for every business person to think about.

Look.

Truth is truth.

Lies are lies.

Responsibility is responsibility.

And if you do not accept your responsibility to tell the truth as excitingly and convincingly as you possibly can … lies will win.

And if lies win … they shape society.

If you choose to vulgarize society or brutalize it … or even ignore it <all under the guise of ‘understanding what the consumer wants’> … society will lose.

I honestly do not despair when I look at business in today’s world … or even marketing & advertising behavior.

I get aggravated.

No.

I get angry.

I get angry that we are not accepting the responsibility to shape society.

I get angry that we are not strong enough to accept the burden.

I get angry that many do not even presume the responsibility is within their purview.

I get angry that we often think just selling stuff is enough <and that meets our business responsibility>.

Business, whether you like it or not, shapes society.

Yes.

What we do matters.

Selling stuff doesn’t matter.

Well … it only matters as a means to an end.

What really matters is the shaping of attitudes <which ultimately shapes behavior>.

Far too often by simply focusing on ‘selling stuff’ the byproduct of our ignoring the larger responsibility is that we brutalizing society in some form or fashion.

Am I suggesting that selling stuff or being profitable isn’t important?

Of course not.

All I am suggesting is that HOW you sell stuff and be profitable matters.

And that you have a responsibility in HOW you do what you do.

Because HOW you do things impacts society.

It shapes society.

It can vulgarize or brutalize … or invigorate … or instill good.

HOW you do things has a power way beyond simply you or what you do in that moment.

HOW you do things is a pebble dropping into a pond.
Responsibility assumes you are neither impotent nor harmless.

——-

“Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and real change.
The power to prevail.”

–

Eric Clark, The Want Makers: Inside the World of Advertising, 1988

——

Your responsibility in business is sometimes subtle … but always real.

I worry that business people everywhere, but in particular advertising & marketing, have become so focused on getting shit done and ‘attaining the bottom line’ that they have forgotten the responsibility.

This isn’t about causes.

This isn’t about social responsibility <or the welfare of people>.

This is about understanding that what you do impacts people.

And this is about understanding that responsibility is a burden. I say that because I always have at my fingertips something written in 1928 called “Propoganda” written by Edward Bernays:

——

“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society.

Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.”

=

Propaganda <Edward Bernays>

—–

I still cringe every time I read this.

But I keep this nearby to remind myself that business and communications can be used for good and for bad.

Lies, as well as truth, can shape society.

That is why accepting that you, as a business person, is a shaper of society is a burden … and a responsibility.

Accept the responsibility.