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

CHRISTIAN INFLUENCE
CBR PEER-REVIEWED ARTICLES
Values that are leveraged in these marketing messages
are typically either values-neutral or challenge consumers
to expand boundaries and focus on self-gain. These ads can
push for ideals that appeal to our base-level instincts—
such as the high-profile ads for automobile manufacturers
(e.g., Matthew McConaughey for Cadillac) or alcohol brands
(e.g., The Most Interesting Man in the World campaign for
Dos Equis beer). Yet Romans 12:2 instructs us to “not be
conformed to this world.” 31 We typically see this mandate as
an active choice on our end, aiming to be “transformed by the
renewal” of our minds. However, neglecting to recognize the
subtle effect that narrative stories can have on Christians is
concerning even though the “conforming” isn’t overt.
A recent article by Fischer identifies the need to evaluate
how marketing and social systems have a “reciprocal”
relationship, each impacting the other. 32 Marketing practices
do have an impact, yet the concern is how large an impact
they may be having on society as a whole, not just on an
individual consumer level. If indeed they are having an effect
on society at large, this is all the more reason Christians
should be using their talents in the marketing arena. The
ability to shape culture is a task we must steward well. It is
truly a gift to have such a platform in which to have influence
in society. In fact, we are called to be lights, to not blend in
with the culture, but to be the light society so desperately
needs in this dark world. Matthew 5:14 reminds us, “You
[We] are the light of the world. A city set on a hill cannot be
hidden.” 33
A Christian employed in the typical marketing firm has
many opportunities to witness in these environments. For
example, humor is a creative technique that is regularly used
in developing messages as a means of pleasantly surprising
people and entertaining them. It is also a prevalent means
of communicating in the hallways and team meetings. The
lighthearted nature of the creative development workspace
is an important place to influence. It is easy to gain favor at
the expense of other people and in ways that perpetuate
secular norms (applauding the worker out late at the bar the
night before or making fun of the “poor guy/woman who has
to go home to the family”). How important (and surprising) it
would be to challenge the employees to get beyond the quick
laugh and crowd mentality. Christian marketers can reinforce
a more biblical set of values even if the word “Bible” is not
broadcast.
Dramatic narratives are another means to capture attention
quickly and permeate the culture. Drama is powerful, as
it inspires both empathy and sympathy and offers longterm
effects to brand sponsors. 34 Escalas and Stern tested
differences and connectedness between sympathy and
empathy derived from the dramatic marketing message.
They found that people who experience sympathy remain
emotionally conscious of their personal lives and understand,
but do not directly experience, another’s feelings; whereas,
people who experience empathy completely forget their own
personal existence by sharing the feelings of the character. 35
Empathy is the emotion on the rise in developing messages,
and one can appreciate its power to influence audiences.
Displaying empathy to co-workers is a practical way we
show Christ’s love to others.
There are many moral nuances present when conducting
the work of developing campaigns. Whether an employee
is an artist, copywriter, or strategist, many valuable
discussions and trade-offs play out in the agency conference
room. Environments like these are very team-oriented,
with brainstorm sessions and small group meetings as the
norm. Equipping the Christian marketer to develop moral
sensitivity is important in both personal as well as projectoriented
situations. Peer to peer, employees may witness
fellow employees having struggles at home and could use a
friend and confidant. At work, they may hear office gossip or
disparaging remarks about clients or management. Dominant
ideologies get passed along without even realizing it as time
pressures and market demands are pursued. Promoting
shalom in the context of these emotional discussions is not
only practical but relevant.
3. MAINTAIN RELEVANCY
Hagenbuch reminds us that in order for marketing to be
most effective, it must be “mutually beneficial” to the buyer
and the seller. 36 After all, if a company isn’t profitable, their
business will not be sustainable for the future, which then
affects the livelihood of their employees. He states that
“marketing practiced with integrity holds uniquely great
potential for serving all stakeholders: consumers, marketers,
and society.” 37 It is by serving all the stakeholders that a
company can stay relevant in the marketplace.
Hagenbuch went on to remind us that marketing is not a
zero-sum game. There can be winners on both sides of the
buyer/seller relationship. He outlined how value is derived
from each of the four P’s of marketing (product, place, price,
and promotion) and wisely observed that the value derived
from the fourth “P” (promotion) is the hardest to qualify.
He discussed the view that “Marketing communication
[promotion] does hold value for both parties; however, that
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CHRISTIAN BUSINESS REVIEW Fall 2019