With water competing in price for Coca-Cola, mass marketing campaigns in Spanish & Mayan, they see more deaths due to diabetes than any other disease.
At the bottom of Mexico lay a state with the highest consumption of Coca-Cola per capita in the world. They are also the poorest Mexican state. With water competing in price for Coca-Cola, mass marketing campaigns in Spanish & Mayan, they see more deaths due to diabetes than any other disease.
I am not here to blame everything on Coke, or hate on marketing. I run an advertising and design studio, I’m no stranger.
My goal is to shine a light on what could be a better world for marketing. Taking ethical practices and sharing how we can do our best to create values that serve communities rather than rob them.
Chiapas, Mexico is being ravaged by an obesity and type II diabetes epidemic. With the local population dying of diabetes numbered at 30%. They are also the highest consumers of the beloved beverage, Coca-Cola. This state doesn’t make it sugar-free, in fact, it won’t even sell there. See NY Times
Local shamans are using it in their rituals to heal diabetes… I can’t be bothered to point out the problem with that.
One might look at this situation and think, it’s simply cultural. A byproduct of ritual and community. However if you look deeper you’ll find an aggressive marketing campaign by Coca-Cola involving presidential candidates, policy changes and coincidentally a factory situated right outside the town.
It is estimated coca cola has spent over $450M yearly on advertising to Mexico. They’ve gone as far making their ads in the local native languages, like ancient Mayan using indigenous symbols and religious references to target these communities in Chiapas directly. Yes, seriously, you can find a mayan coke ad.
A dystopian feel comes over you as you look at images of the town. Every block covered in Coca-Cola ads. It starts to paint the real picture of what’s happened. The turmoil builds as you learn that Coca-Cola has special permission to drill holes in the ground for fresh water, while the state is stuck with e.coli infected river water supplying to their homes.
There are companies lacking principles that are crucial for positive community driven impact like Coca-Cola everywhere. Policies driven by profit and control won’t just hurt Chiapas, or foreign places outside of our haven in the U.S., it’s been happening here for years.
With a lack of strong regulation, marketing campaigns can say so much yet nothing at all of truth in the States. Studies cited, these companies have paid for it themselves. I’ve even met with companies who make up metrics in their ads and marketing just to convince people they have a problem that needs fixing.
None of this is news, but as a business owner you need to care. Your company should care about creating campaigns that are contributing rather than taking from communities and individuals.
Ethical marketing is a new phrase, and I’m sure you could be thinking as a business owner “Oh great, another made up term to remember for later”.
This principle suggests that there’s a different way to market, that is just as successful and does not involve manipulative tactics that don’t consider the broader societal impact of their campaigns. Prioritizing honesty over deceit, and emphasizing responsibility rather than evasion.
When your company can focus on its real impact for consumers, the end value that they receive and honestly communicating that from all touch points, you naturally attract audiences for you. Statistics show between 64-90% of all consumers want to buy from companies that are authentic, not perfect…
When we follow ethical marketing principles, we create a higher chance for impact than before. Humans are bred for community and connection, and we can only connect when we are not being manipulated into use.
Over 81% of customers will come back when they trust they are buying from a brand who cares, is honest and focuses on helping others at the bottom line. You can be profit driven as a value, and still hold a high value for honest and ethical impact with success.
Take Oli-Pop, Graza, Tony’s Chocoloney all crushing-it brands looking to change the landscape for consumers and provide better options.
No one is perfect, no company can save the world. But if we try our best to stick to great values that give to our communities, we can help our consumers and business truly thrive.
Sources: NY Times, Reputation Sciences, Terra HQ, Psychology Today, Edelman’s Trust
