Marketing is simple, not easy. It means influencing behaviour—and if you really want to change mass behaviour you need to change culture.
This takes into account the fact that in the last 150,000 years—over 7,500 generations—our genetic makeup and human nature has changed very little, yet our cultures have changed dramatically.
We are messy, chaotic and inconvenient.
We say one thing and do another.
We're flawed, impressionable, contradictory and ruled by our emotions.
This messiness is what makes us amazing and difficult to influence.
You can't change human nature.
Culture is complex, chaotic & changing.
It's the stuff of everyday life.
Made up of what a society values and believes are the rules for acceptable behaviour.
This translates into socially learned behaviour.
Culture is the rules we live by.
You can change culture.
Marketing forces you to make sense of the interplay between our human NATURE and CULTURE.
Marketing forces you to make sense of this chaos.