Christian Business Review 2019: Workplace Practices That Glorify God (Issue 8)

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Christian Business Review Christian Influence on Culture: Building Shalom in the Marketing Workplace HOW CHRISTIAN MARKETERS CAN MAKE A DIFFERENCE FOR GOD IN THE CHALLENGING MARKETING COMMUNICATIONS INDUSTRY MARY ANN HARRIS AND LAUREEN MGRDICHIAN ABSTRACT Marketing departments and advertising agencies have a great impact on the Kingdom mandate, especially through their influence on Christian identity and cultural values. Yet, Christians may be timid to enter the profession or reluctant to find their voice in these environments, as their values vary from those of their peers and superiors. This essay uses an integrative approach to unpack how godly principles can be found in the marketing world, discuss the generations that are having the greatest influence on this profession, and suggest ways Christian marketers can impact change. Sharing from the authors’ practitioner and researcher backgrounds, it offers some helpful recommendations on how Christian employees can shape values in these environments. INTRODUCTION hristian marketers and academics would likely agree that advancing godly principles is important yet difficult work in the intensely aggressive and usually frenetic world of modern marketing and advertising. As advertisers focus on their goal to gain consumer preference and loyalty, the work environments where they pursue these endeavors are rarely filled with Christian values. While this dilemma may not be new, it is likely even more prevalent as marketing techniques change rapidly and digital methods inspire fast response and a crowd mentality. In this paper, we propose a framework to help Christian marketers—and their managers—consider ways to advance biblical values in the midst of this fastpaced environment—one that is often fraught with ethical dilemmas. While we are primarily addressing the boomer or Gen X manager of the Gen Y/Z marketer, we believe our ideas will connect with a broad range of Christians. In this quest, our desire is to advance a discussion of how Christians who work in these environments can make a difference for God’s glory. 55 CHRISTIAN BUSINESS REVIEW Fall 2019
CHRISTIAN INFLUENCE CBR PEER-REVIEWED ARTICLES UNDERSTANDING THE MARKETING WORLD Jesus used the power of the narrative in his teaching, e.g., the use of parables, that provides a way for those listening to connect and understand the truth he was conveying. Similarly, the use of the narrative in advertising today is to help connect with audiences at a deeper level than methods used in the past. Unbeknownst to the viewer, narratives display a value system of what is important, what is normal, and what is acceptable. According to Gulas and McKeage, given the excessive amounts of time that people spend consuming media of all forms, ads impact people’s values, selfimage, and expectations of those exposed to them. 1 One can watch high-profile TV ads today to see the n arrative model in action. Often, the brand sponsor is very subtle, as the entertainment element is overt. While the message hook can be based on humor, beauty, or fear, the set up for the approach is filled with cues about values and norms in our society. The type of people shown in the ad, the kind of music played, and the storyline all set the tone for what we see as “normal,” and the marketing services firm often sets this agenda. Lantos reminds us there is a healthy debate on whether advertisers mirror culture or are involved in the “mind bending” of society. 2 This industry segment is comprised of a variety of persuasion-based organizations such as ad agencies, PR firms, promotion houses, digital shops, and marketing services departments in corporations. According to Plunkett Research, advertising agencies and the marketing services industry are expected to reach almost $63 billion in revenue by 2025. 3 Moreover, it is a field that is dominated by the younger generation. In 2017, the majority, or 63 percent, of workers in advertising, public relations, and related services were under 45 years of age. 4 Ad Age (a leading industry trade publication), attributes much of the bias toward younger workers to digital advancements that have transformed the industry over the last two decades. 5 Both marketers and agencies are eager for tech-savvy youths who look the stereotypical part of creative hipster, hoodie and all. They are organizations filled with employees who are from the Gen Y generational cohort, with the younger generation of Gen Z close behind. MILLENNIALS (GEN Y) Rodriguez et al. discuss a study completed by EY (formerly Ernst and Young), which identified some characteristics of the Gen Y workforce: although they are tech-savvy, they scored poorly not only as team players but also in descriptors such as hardworking and being a productive member of the organization. This could be troublesome, as these authors also identify that this cohort will make up 50% of the workforce by 2020. 6 In addition, this cohort lacks the loyalty exhibited by previous generations. 7 The authors cited a Deloitte 2016 study that projected that “67 percent of young professionals planned to quit their current jobs by 2020 and more than 40 percent planned to quit in the next 2 years.” 8 The expense of such turnover is estimated to be in the billions. 9 This same Deloitte study describes this turnover as a loyalty challenge for Gen Y, as they place their personal values higher than the goals of an organization. As a result, they will either not work for companies that are unaligned with their values, or they will have difficulty working for such companies. 10 This values perspective is interesting to consider for the Christian marketer. Clearly, the Gen Y employee comes into the firm with their value system, which they feel committed to uphold. This can impact the Christian millennial who encounters a workplace culture that is contrary to their faith. How will their Christian values hold up when the environment is not necessarily sharing the same worldview? CHRISTIAN BUSINESS REVIEW Fall 2019 56 2
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Christian Business Review 2019: Workplace Practices That Glorify God (Issue 8)

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