THE TWO LESSER-KNOWN TYPES OF MARKETING
17 April 2024
Written by Omneya Nabil
There are two types of marketing: inadequacy marketing and empowerment marketing.
As marketers, we have the power to shape the narratives that define our culture.
So, now’s the perfect time to take action.
- Let’s kill inadequacy marketing and build a culture of empowerment. One that favours authenticity over perfection and connection over comparison.
- Let’s create campaigns that uplift and inspire. Those that celebrate diversity and highlight our unique qualities (because we’re all individually special).
Let’s use our platforms to promote self-love, acceptance, and inclusion. So that we can pave the way for an empowered future for everyone.
What is inadequacy marketing?
Inadequacy marketing uses messages that play on insecurities, urging consumers to buy products or services to fix perceived imperfections. It makes us feel that we are not enough as we are. That we are inadequate and miserable beings.
4 examples of inadequacy marketing
- Beauty and skincare advertisements that promise flawless skin and show unrealistic beauty standards
- Weight loss programmes that imply happiness and success are only achievable with a certain body type
- Fashion campaigns with picture-perfect, airbrushed models that promote a narrow definition of beauty and body image
- Luxury car commercials that equate status and success with owning expensive vehicles (alienating those who cannot afford them)
What is empowerment marketing?
Empowerment marketing, on the other hand, is about inspiring and uplifting consumers, celebrating their natural worth and potential. It focuses on authenticity, connection, and shared values. And it aims to build trust and meaningful relationships with customers.
Empowerment marketing doesn’t just sell products; it sells ideas, aspirations, and a vision of a better world. It’s about empowering individuals to embrace their uniqueness, pursue their passions, and make a positive impact in their lives and communities.
4 examples of empowerment marketing
Dove
Dove’s “Real Beauty” campaign celebrates diversity and challenges traditional beauty norms by featuring women of all shapes, sizes, and ethnicities.
Nike
Nike’s “Just Do It” campaign inspires athletes to push their limits and overcome obstacles, regardless of their background or skill level.
always
The always’ “Like a Girl” campaign challenges stereotypes and empowers young girls to embrace their strengths and capabilities.
Patagonia
Patagonia’s environmental activism campaigns encourage consumers to make sustainable choices and take action to protect the planet.
Over to you. What are your favourite examples of empowerment marketing? Let me know by commenting on the original LinkedIn post.