Ethics in Marketing

Written by: Professor Laurie Busuttil, CPM

When Max De Pree was CEO of the Herman Miller furniture company, he posed several questions for discussion at an executive leadership retreat. Two of these were, “What is the purpose of business?” and “Is there a moral imperative to good design?”.[1]  They are good questions for marketers to consider, too.

The Purpose of Marketing

The question about the purpose of marketing could have a variety of answers. Is it to serve our customers and to help them flourish? Is it to advertise products or services—or does it begin with developing those products and services? Do we convince target audiences to buy products that meet wants and needs created by us, or do we develop products our customers truly need? Regardless of how we answer these questions, the marketer’s prime obligation is to act ethically.

Marketing is the exchange of one thing of value for another: products and services for money. Honestly depicting the value proposition, making brand promises that we can keep, and taking a long-term view of customer relationships should facilitate valuable exchanges, which are at the heart of successful marketing.

The Practice of Marketing

De Pree’s second question prompts discussion about a moral imperative in marketing. This is the ethics of marketing practice. Gary Karns suggests that deceptive advertising and persuasive practices result in one-sided gains, and exploitative and unjust relationships.[2] Such practices also result in the loss of trust in marketers and in the brands they promote.

The 2020 Edelman Trust Barometer report identified two dimensions of trust: ethics and competence. Sadly, none of the four institutions Edelman studied (business, government, media, and non-governmental organizations) were perceived as being both ethical and competent. Business ranked highest in competence, yet it was still seen as being unethical.[3]

Marketers can help change those perceptions. We can change the way organizations and brands are perceived by customers. This will build stronger consumer relationships, develop advocates for the brand, and enhance profitability. Developing trust is foundational to a brand’s—and a marketer’s—success.

Trust is established and strengthened when we listen and tell the truth. This was abundantly clear in 2008 when Michael McCain, CEO of Maple Leaf Foods, released a one-minute and six-second television spot, expressing a heartfelt apology to those who had been sickened, and to the families of those who had lost their lives because of a listeriosis outbreak at one of their meat processing plants. The share price of the company dropped drastically on news of the outbreak, yet four months after McCain’s apology and commitment to improve safety practices, Maple Leaf Foods’ shares were trading above the price at the time of the outbreak. Honesty matters and it has a direct impact on the value created by the firm.

While the practice of marketing is shaped by the ethics of marketers, words are not enough. Customers expect action. The 2020 Edelman Trust Barometer released a special report on brand trust in which survey respondents indicated they “wanted brands to take action, solve problems, and advocate for change.”[4] Yet, as the survey also discovered, nearly 70% of people avoid advertising, a fundamental avenue of communication for marketers. Consequently, ethical practices must influence other marketing practices.

For example, engaging in sustainable product development and conservation of resources has practical implications for product design and development. Taking a cradle-to-cradle rather than a cradle-to-grave approach means that marketers care for the environment and do not waste resources.  Transparency and consistency in our pricing and distribution practices are additional ways to restore trust in businesses, especially when traditional avenues of communication (advertisements) are being removed.

Putting customers at the centre of our practice means we put ourselves in their shoes. Treating others as we want to be treated should lead us to intentionally structure our marketing activities in ways that do not create “built-in disadvantages to any individual or group of people.”[5]

 The Future of Marketing

As a marketing educator, I am excited about the future. Every day I work with young people who are planning their future as marketers. They recognize the need for honesty, transparency, accountability, trust—and the ethical foundation that will be required to establish successful careers as valued partners at the business table. The moral imperative is being envisioned.

In class, we discuss case studies, real situations around which students can wrap theory, concretize concepts, and apply them to situations with which they may already be familiar or which they will encounter in the future. We discuss ethical issues from the perspective of all stakeholders. For instance, sometimes the discussions centre on our role as consumers and the ethics of consumption, preparing them to think about the customer as they design, develop, and promote products and services. We tackle discussions about developing products that are not “needed” by consumers but drive spikes in sales. On other occasions, we discuss advertisements that push the envelope and cross moral lines. We reimagine promoting such products in clever and creative ways, rather than in crass or offensive ones.

Of one thing I am convinced: the future of marketing will be bright if we take time to model ethical marketing practices and intentionally prepare young marketers to enter the industry

 

References

[1] Wolterstorff, N. (2004). Educating for Shalom: Essays on Christian Higher Education. C.W. Joldersma and G. Stronks, (Eds). Grand Rapids, MI: Eerdmans, 2004.

[2] Karns, G. L. (2008). A Theological Reflection on Exchange and Marketing: An Extension of the Proposition That the Purpose of Business is to Serve. Christian Scholar’s Review, 37(1), 97-114.

[3] 2020 Edelman Trust Barometer. https://www.edelman.com/trust/2020-trust-barometer

[4] Edelman Trust Barometer Special Report: Brand Trust. (2020) https://www.edelman.com/news-awards/brand-trust-2020-press-release.

[5] Chewning, R. C., Eby, J. W., and Roels, S. J. (1990). Business Through the Eyes of Faith. New York, NY: HarperCollins.

The Journey Talk featuring Paige Sontag

Welcome to The Journey Talk with Rafa Uccello! Here we talk to young marketing professionals about their career journey, aspirations and inspirations. Get to know more about the people that are shaping the future of our industry.

This week, we got to chat with Paige Sontag, a Senior Manager at Nielsen, that talked about the importance of leadership and transparency in client relationships.

Name: Paige Sontag

Pronouns: She/her

Education: Bachelor of Arts Honours in English and Psychology at Queen’s University, and a Post-Graduate Certificate in Research Analysis at Georgian College

Industry: Digital Marketing / Advertising Technologies

Favourite quote: “You don’t know what you don’t know” – my boss and mentor

Guilty pleasure: Love Island and boxed wine

Q: Did you have a career in mind when you started?

A: No, not really. I went to Queen’s University for English and Psychology because I wasn’t sure of what I wanted. I had two ideas in mind: either I wanted to get a master’s in information sciences and become a librarian or do a master’s in counselling psychology and become a counselor. As I was near the end of my undergrad program, I realized I did not want to get another degree. After that, I started looking into colleges and multiple post-grad programs. I came across the Research Analyst program at Georgian College that sparked my interest. While I was there, I noticed that I liked marketing research, where I started my career. I always knew I enjoyed research; however, I also knew I didn’t want to work in academic research. When I started to learn more about marketing research, the passion started setting in. And the rest is history.

Q: Did you ever feel rushed to decide your path after undergrad?

A: I did feel kind of rushed because everyone wants to get a job after they graduate. My problem was that I wasn’t entirely sure about what I liked. I was a good student, but the university was not the type of study I liked to do, so I knew that doing a master’s without being sure if I would enjoy it was not worthwhile. That’s why I took the post-grad path; it turned out to be a great experience.

Q: At what point did you know what career you wanted to be in, and what you wanted to achieve? 

A: When I was in my post-grad, I had different courses within research that sparked in me the certainty that “Yes, this is what I want to do”. I like qualitative research; although I leaned more toward quantitative analysis in my job, I had the opportunity to get trained as a moderator. Throughout that period, it became apparent that I wanted to have a career in that field.

Q: What is something you learned that has been impactful for you? 

A: One of my bosses told me that “You don’t know what you don’t know”, which can be a confusing sentence. However, this taught me that when you work as a supplier of data to marketers and agencies, they expect you to be an expert in many areas, but you can’t always be that. Admitting that you don’t know something and finding the answer afterward, was one of the most impactful things. I’m a perfectionist at my core, and I always want to help my clients, immediately. But it is not always possible. It was hard for me to understand that at the beginning of my career, it helped me realize that it’s ok to not know everything in such a vast industry, and take the time to find the correct answer later on.

Q: What is one thing you wish you knew when starting your career in marketing?

A: I wish I knew that the job isn’t as important as it feels. When you are working hard because you want to see great results, you can burnout quickly. One thing people say in our industry is that “We don’t do brain surgery”. There are no radical outcomes if you can’t get something done. Although we are accountable to our clients within our deadlines, most clients understand if you need an extra afternoon to get something done. Needless to say, working is essential, but it’s not life or death. However, I still need to remind myself that it is okay to take a break, so I don’t feel burned out. That keeps me going.

Q: What keeps you motivated and inspired in your professional life?

 A: For me, one of the essential things is leadership and being part of a team. What keeps me motivated is being able to keep my team motivated and engaged, and seeing their success. When they are successful, everyone wins, the team and each individual member. It also reflects how much I helped them grow and work toward their goals. I always say to my teams that if they need a reference for a future job, I would oblige; I don’t want to hold them back for what could be a significant step in their careers. Decisions leaders make can have a profound effect on the trajectory of their team members. I always want to help people—from those I manage to my team or my clients.

Member Spotlight: Reginald Sheppard

By: Madeleine Christmann

Check our member in the spotlight – Reginald Sheppard. Highlighting his thoughts on how the New Brunswick government should aim to use digital marketing strategies when connecting with the younger generation on COVID-19. A true testament to CIMMO’s online courses and mentorship paired with long-time member success. You can read more about the article here.

https://www.cbc.ca/news/canada/new-brunswick/covid-19-messaging-for-young-people-1.5887866

25th Century Magazine: Innovation from the Brazilian outskirts

By Mario Quintino

 Inspired by the desire for change, consultant links creativity and transformation with a project in Capão Redondo.

 A little over ten years ago, in the Capão Redondo neighbourhood in Sao Paulo’s Southern outskirts—one of the most deprived areas of the city—the Fábrica de Criatividade (Creativity Factory) project was born. Created by the entrepreneur Denilson Shikako, 34, the innovation consultancy was established in 2007, and to this day operates in the same headquarters. Currently serving large companies in Brazil, it still maintains social projects in the region, always aiming at creating and transforming. The Creativity Factory is an example of what can be achieved by more sustainable capitalism focused on fighting against inequality and advancing opportunities, especially for the most marginalized.

“The world is different on the other side of the bridge.” One of the most well-known verses by the rap group Racionais MCs shows the reality of contrasts in São Paulo. While, on one hand, the Southern region is home to Morumbi, one of the city’s most privileged neighbourhoods, on the other hand, there is Capão, which was once considered one of the most dangerous regions in the world. Shikako’s family was one of the victims of this unequal reality.

In 2000, his father was murdered. Following this tragedy, the middle-class family sold everything they had and moved out of the country to take care of a relative’s business in the United States. However, it was from this loss that Shikako found inspiration to contribute to change in the neighbourhood, doing what eventually became a lifelong project for him: seeking creative solutions to overcome difficulties and expand opportunities.

“After this tragedy, my family moved away, took off some time, and returned. I already had the desire to create a social project, and came up with the idea of building the Factory. We need to take steps to change our reality, otherwise, nothing will happen. Our interest has always been to create a sustainable project that gives this idea and money to people,” says Shikako. Soon after the concept was consolidated, work began with the help of various partners.

The concept of creativity and the reuse of materials have been incorporated into every detail, including the design and construction of the building where the Factory is located. There are, for example, doors made with marble, a “human foosball” court, walls with secret passages, and slates on the washroom walls, where anyone can write their thoughts and leave messages.

Everything is different and functional in a space that also became home to the first Cultural Center in Capão Redondo, with a theatre and spaces offering a range of creative workshops. Around one thousand people a month benefit from these services, offered free of charge or at affordable prices, through the Friends of the Creativity Factory Association. “My mother remembers something. I wrote something in fourth grade where I said I wanted to be an inventor. I wanted something really revolutionary, in the middle of Capão Redondo. The plan was to create a place offering for people ideas and, at the same time, could generate income for them.”

In one of these activities, Shikako recalls the story of a boy. The children had to express, through drawing, what they would like to be in the future. The boy then took the pencils and drew an image of a child during a mugging, wielding a weapon in his hand. After this, there was a need to work on raising awareness and possibilities for this child. “Our goal is to awaken the idea that innovation and creativity open paths, possibilities, changing lives like this. Through art, we can create the awareness of seeking something new and, consequently, offer opportunities,” says Shikako.

 Innovation consultancy

 The idea began by valuing and creating a space for change in a neighbourhood that transformed and became one of the best-known innovation consultancies in Brazil. Large companies such as Natura, Danone, and Rede Globo are among its clients. For Itaú (Brazilian bank) the co-development of the organization’s innovation project resulted in actions such as a flash mob that brought around 5,000 employees together.

Another project created for the cosmetic company, Mary Kay, is “Our Monday is the best” with the program “Thank God. It’s Monday”. For a year, every Monday, the company’s call-centre operators had different activities involving different perceptions of senses encouraging creativity and coexistence. Several of these projects generated videos and texts that can be found at the consultancy website: www.fabricadecriatividade.com.br.

One of the highlights of the Factory’s work is its motto, which is a phrase by Shikako himself: “You miss 100% of the pitches you do not do.”

It is an ode to human potential in face of the transformations the world is undergoing. The Factory is introduced to the projects proposed by the companies and teams of professionals in areas such as marketing, engineering, design, advertising, and publicity. Together, they develop actions encouraging employees and managers to innovate. The idea is to always stimulate creative thinking. The project has already carried out around 700 training sessions, 400 consultations, and more than a hundred projects across all branches of companies.

“Our work is empowering people, showing them the ability to be creative. You need to be aware of what you are capable of and feel free to innovate. We show techniques that provide this. All of this results in the construction of an integrated and creative company. Creativity changes the world. We want to awaken and transform people,” says Shikako.

The success of the Creativity Factory has already expanded beyond the bridge separating Capão from the rest of the city. It has put itself on the map. “Capão is our Silicon Valley. We can have an even funny headquarters comparing to Google!”, says the entrepreneur, laughing. The space has been used many times for meetings and presentations inspired by nature. Worldwide famous bands like hip-hop group, The Black Eyed Peas, have already performed there.

Space has also hosted United Nations Children’s Fund (Unicef) meetings. With such recognition and expansion, it grew and needed new units. The consultancy, known as the world centre of technology and innovation, is now in Silicon Valley, and also in Canada. It never, however, forgot its origins and purpose. Projects like this are timely initiatives; they start very small, from the idea of someone who believes in human beings. However, they carry with them the ability to have a long-term impact by acting early in life for young people, even in childhood. They become, therefore, an educational construction activity, resonating with people in this century, and those centuries that are coming.

 25th Century Magazine was created by Midierson Maia and it is focused on long-term impacts of disruptive technology. It seeks to bring the reader a debate about the impact and consequences of disruptive innovation. Check out more at https://25thcenturymag.com/

 

 

BRAND>ed Content: What’s Your Story Podcast

BRAND>ed is a strategic brand digital marketing agency specializing in integrated marketing solutions as well as all aspects of online marketing and mobile. The following podcasts and articles will help you UNDERSTAND, DEVELOP and ACTIVATE your brand to success.

What’s Your Story Podcast: Dr. Youssef Ahmad Youssef, Ph.D. & President CIMMO

This episode is all about human connection and offering help to businesses during the pandemic. Dive into the conversation with Youssef on how it has affected small businesses more than big businesses.

What’s Your Story Podcast: Anna Tavares, Director of Strategy Vendasta

Join the insightful conversation with Anna as she outlines Vendasta’s goal of delivering the 3 main services to their customers during the pandemic. Anna also talks about the 3 steps business can take to survive this pandemic.

What’s Your Story Podcast: Monica Pasinato-Forchielli – President One Wellness Group 

Tune in as Monica tells us about her story and experience with the pandemic and how deeply her business has been affected by it. Being a wellness group that provides services such as Spa and Massage treatments, health care consultation etc. and has direct contact with customers, she had no choice but to shut down her business. From a marketing perspective, she explains how important it is to keep your business website and social media platforms active and keep your current and future clients updated with your business’s updates and COVID-19 guidelines. 

What’s Your Story Podcast: David Kincaid CEO, Level 5 Strategy 

Join David as he provides a new definition of a brand: The PROMISE you make in terms of the VALUE you want to present to your market and be CONSISTENT about providing that value.

Check out all the What’s Your Story Podcast episodes.

25th Century Magazine: Shaky foundations, building the education of the future

By Mario Gregório

Experts discuss current difficulties and indicate the paths education should take. 

Technological evolution and the behavioural changes arising from it, pose not only the challenge of preparing children and young people, but also the difficult task of proposing an education which prepares adults for things such as the clarity of risks, the need to build the future, and the need to enable a more conscious attitude upon innovation processes.

“The future is today, it is now,” states Universidade de São Paulo (USP) professor José Carlos Moran, who, between the late 1980s and early 1990s, was one of those responsible for creating the School of the Future, a pioneering project in the discussion on how to better prepare students and educators for what is to come. “We started in the midst Internet advent, which was still unknown. Our main objective was to discuss the new challenges that arose for education in this new reality,” he explains. As a visionary, Moran and his group anticipated discussions which only now have more prominence in school spaces, such as the need for education that uses all resources; not just instrumentally, but also reflecting on their utility.

“The school and teachings of the future need to be created and put into practice today. Needs are clear and we need to meet them,” Moran believes. Data on education in Brazil reinforces the professor’s idea. The Program for International Student Assessment (PISA)—which measures the level of education in various countries all over the world every three years— came out with their most recent study in 2015. The results showed Brazil was among the last in all areas evaluated. Of the 72 participating nations, Brazilian students ranked 66th in Mathematics, 63rd in Science and 59th in Reading. PISA is coordinated by the Organization for Economic Co-operation and Development (OECD).

Besides the difficulties indicated in the survey, the reality is even worse if we consider the amount of people who dropped out of university. In Brazil, students who drop out are around 7% in elementary school and 12% in high school, according to the Ministry of Education (MEC).

According to Moran, among the reasons for dropping out, is the fact that students find the school system doesn’t work for them. Some students also need to support their families, financially. “School needs to be seen as a space that will provide students with elements for their growth. Education has to open the possibility of creating a better future for oneself and building a better life. This must begin as early as elementary school.”

Futurology and education

The debate about the future was outlined in the 1970s, with a Brazilian among the group of pioneers. Professor Rosa Alegria has always been curious about what could happen in society; she became a futurist, graduating from the University of Houston in the United States, one of the first schools to theorize about the future based on a trend scenario constructed by methodical observation of the past and the present. “Futurism studies which paths will lead us to the novelty. We try to anticipate these events in order to deal with the future better,” she says.

According to Rosa, analysis of social changes and statistics can be useful in this attempt to interpret the future. “Futurism has more to do with anticipation than forecast. It has nothing to do with assumptions. It is an analysis based on what we have already experienced and the characteristics people have, how they usually act,” she explains. To avoid terminology misunderstandings—which might link the field with astrology or other sciences—researchers from the area prefer to use the term “futurism” rather than “futurology”. Currently, Rosa is at the forefront of implementing an educational platform called TTF – Teaching To Future, created in Germany. It involves training teachers and encouraging students’ creativity. Projects like this create educational practice, which helps to create agents of change while educating for professional activity.

One of the things experts in futurism are concerned about is the discussion on the educational bases that need to be implemented. “Teaching today is outdated and still has characteristics that go back to the Industrial Revolution. Students need to learn about the past, always look forward, and be encouraged to develop creative ability. The way information is being transmitted is just as important as what is being taught. We have several possibilities for this and technology is an ally in this matter,” Rosa points out.

According to Alegria, Brazil is headed backwards in terms of education. In 2017, the Federal Government stated that every student, whether from private or public schooling, is expected to have the same educational background, she explains. “Students are increasingly demanding personalized education that can capture the skills of each one and develop them in the best way possible, but it is something that would require costs which governments do not seem to be willing to budget for.”

In the United States, business theorist Clayton Christensen—author of the books, The Innovator’s Dilemma and Disrupting Class—argues that schools can undergo the same processes of disruption as a company in order to change the way of teaching. Although controversial, he argues that there are very similar issues in the world of education and business. He believes one of the solutions could be online education, which could merge different ways of learning, since the student would be able, through the Internet, to contact teachers with different methods, without being obliged to take classes with professors imposed by the school. According to Christensen, schools and activities should enable students always to be successful, just as in the business world.

Basic issues

Besides the need for a personalized education, there is a structural challenge. “Nowadays, many schools have 35–40 students per classroom. It is very complicated for the teacher to organize any activity with such a large number of people. Activities and group dynamics are tools for development, but on this scale, it is impossible for the educator to deal with each student with the necessary attention and monitoring,” Moran adds.

According to the study Effective Teacher Policies: Insights from PISA, released in early June by the OECD, Brazil is among the countries with the highest number of students per classroom. In China, an average of 12 students make up a class, while in Brazil the average is 22 students. That figure is second only to Colombia, with 27 students on average per classroom.

Despite studying the relationship between society, education, and technology, both Moran and Alegria see the teacher as the centre of the entire educational process, which means that this profession must be valued. “While salaries are falling, teachers have more students to teach and guide, without a minimum structure or resources for this, especially in public schools. This undermines initiatives in developing new teaching methods and activities,” Moran says.

“Nowadays, technology is accessible to everyone and should be an instrument of education. There is a lot of talk about flipped, more interactive classrooms, but how do we do this while we’re in this situation? We need to invest and recover the dreams that education can provide,” adds the professor. When talking about flipped classrooms, Moran refers to a method of teaching in which a problem or challenge is posed to the students. In the search for resolution, relationships and theories are constructed and researched.

On this topic, Rosa adds that parents have a determining role: “Parents and community are fundamental in discussions about education and future. Everyone contributes in some way, and exchanging knowledge encourages everyone to create and propose new ideas.” Education has direct impacts on issues that currently remain only in the field of political discourse and are not being put into practice, such as sustainability and reducing inequality. There are few projects which, when thinking about the future, promote a transformation starting in the present, involving young people, for example, in actions of social entrepreneurship.

25th Century Magazine was created by Midierson Maia and it is focused on long-term impacts of disruptive technology. It seeks to bring the reader a debate about the impact and consequences of disruptive innovation. Check out more at https://25thcenturymag.com/

 

 

 

Execution in business

Peter F. Drucker said, “Management is doing things right; leadership is doing the right things”. Similarly, I would say that planning is doing things right, while execution is doing the right things.

Regardless if there is a good plan or a bad one, without the proper execution, the results will be lacklustre—at best! Hence the popular saying by Jeff Bridge, “Execution is everything”. It is expected that during execution people get diverted. This diversion leads to poor or improper execution, ultimately resulting in less favourable outcomes. Such diversions are most often the result of “pull” or “push” pressures that amplify during the course of execution. Oftentimes, diversion, itself, leads to more pressure on the person, and this amount of pressure determines how far the person diverted.

These days, with the COIVD – 19 pandemic and the consequences of working from home, new sources of challenges arise to increase various types of pressure on the person. These pressures include, but are not limited to, worries about getting infected by the virus itself; getting implicated with the economic situation; feeling of isolation; and fears of frustration and depression—each, or all of which, contribute to the end result.

This article will highlight the steps on how to stay focused on executing the task, which helps translate intent to reality and make for a smoother and more achievable path. It will also highlight tips on how to help people get back on track in case of diversion.

“Execution is putting your mind, your heart and your body in action”, Noura Hamade

There are prerequisites to help carry the execution successfully and avoid any execution pitfalls. These prerequisites include:

  1. Clear vision of where we need to be;
  2. Clear understanding of where we are;
  3. Clear knowledge of what options we have to reach there;
  4. Aligned individuals who have the right skills related to the required task, in addition to their ability to implement. They are aware of both the big picture and have a clear understanding of their tasks. To help motivate them, they should also know what is in it for them.

Once the above is in place, the following are the three steps to manage your execution successfully:

a) Priorities: Before carrying out the act of putting the plan into effect, the first step is to prioritize the implementation by developing phases of implementation to make it happen based on business priorities. Doing so, means listing all the actions, and prioritizing them based on the following criteria:

  1. Which action has more impact on the results?
  2. Which action brings me closer to where I need to be?
  3. Which action has priority (i.e. quick-win, relevance, urgency, etc.)

After that, it is all about just do it and the discipline in doing it.

“Just Do IT” —NIKE

b) Review: Assess the current state to recognize where you are, assessing your progress by asking the simple question, “where are we against the organization’s performance indicator”, and against the target (plan). Then define and analyze the gap with the intention to take any corrective actions and changes, as needed.

c) Improve: The improvement stage is a concept that aims to enhance performance which allows us to improve our results and deliver better-than-expected results. It is very important at this stage to recognize and understand the outcome of the review.

Based on the review outcome and the gap analysis, you should conduct corrective actions to address potential gaps. This could require more challenging courses of action, such as adjusting the initial plan. Part of building the corrective actions part, is to understand what leads to this diversion, and recognize the pressure, the source of that pressure, and whether you can control it or manage it, and how you can minimize the effects of it. All the while, being mindful of improvement: It is a process and should be weaved into the culture of all organizations. Improvement should be considered in one of the two following conditions:

  1. If the review identifies a gap between the actual and the plan

OR

  1. If any new factors arise and could impact the plan or the execution

Finally, the trap which most executives find themselves in, after the improvement stage and the corrective actions, is directly starting the implementation without realigning the stakeholders involved in the initial plan, or the persons affected by these corrective actions. This trap will result in the failure of the process.

CIMMO IS PARTICIPATING IN DX3 CANADA – 10th ANNIVERSARY EDITION: GET 25% OFF YOUR TICKETS

Join us at DX3 Canada – 10th Anniversary Edition March 2-5, 2021. Make sure to check out The Cast of the Age of Digital Advertising with Shahzad Gidwani, CIMMO CMO, as panel moderator.

More about DX3 Canada:

200+ Speakers

50+ Episodes

3 Summits

It has been a tumultuous time for us all, and yet it has been also the most exciting for those of us in the technology space. We have seen some of our alumni brands shoot to the stars while others have been adapting and evolving. We have seen the rapid growth of small brands, the stumbling of giants, and everything in between. Over the past 10 years, DX3 has always been committed to the nexus of retail, marketing, and technology, and for our 10th annual event, we are taking it a step further. Presenting – DX3 Season 10 with 56+ episodes streaming on March 2-5 virtually. This season we will explore, what will the future look like post pandemic?

DX3 2021 speaking faculty will give you industry insights on key focused areas; Retail, Marketing, and Technology.

The Journey Talk featuring Amani Youssef

Welcome to The Journey Talk with Rafa Uccello! Here we talk to young marketing professionals about their career journey, aspirations and inspirations. Get to know more about the people that are shaping the future of our industry.

This week, we chatted with Amani Youssef, a young marketer who graduated amidst the pandemic—a challenging feat! However, it gave her time to reflect and understand more about what she wants for her future.

 

Profile Section

Name: Amani Youssef

Pronouns: She/her

Education: Advertising and Marketing Communications Diploma, Humber College

Favourite Quote: “No problem can be solved from the same level of consciousness that created it” —Albert Einstein

Guilty Pleasure: Music

Q: How did you decide what you wanted to study in college?

A: First, I wanted to get into fashion, then acting, then signing. However, with time, I started to understand what really could work for me. Or not. In grade 12, I was stuck. And while talking to my dad, I mentioned how all of my hobbies didn’t feel viable as a successful career path; they did not align with my future goals in life.

My dad then suggested going the marketing route. He introduced me to the Marketing Communications & Advertising Diploma program at Humber. I was a bit hesitant; however, my family motivated me to give it a shot. I didn’t want to take a break after high school, so I started my program when I was seventeen. It was only two years, so I felt if I didn’t like it, I could still switch direction, and I would have my first diploma by 19. I started enjoying the program mostly after my first year; I’m so grateful I made that choice.

Q: Now that you have finished school, do you still want to pursue marketing?

A: I do! Right now, I’m leaning more toward advertising. I also really enjoy the social media aspect of marketing. While I was in school, I had a lot of interest in copywriting until I started visiting agencies and got a better understanding of that role or function. It didn’t fit my every-day work goals and personality; it was way more complicated than I thought.

Q: What is something you would like to achieve in your career?

A: Right now, I don’t have a clear idea of what my dream career would look like. I consider this more of a personal goal; I just want to be content with whatever I am doing. I don’t necessarily believe everyone has to have a dream goal or career; those are just materialistic goals, and we’ll always want more, anyway. I’d love to have the opportunity to work with brands and agencies I admire, but I will never accomplish these goals if I’m not content with myself, and with what I am doing.

Q: What is something that you learned that has been impactful for you?

A: I’m a very bubbly person, and with COVID, I lost a lot of my motivation—I was struggling to be active. While on a drive with my 16-year-old brother, I told him how I didn’t feel motivated, and I didn’t know what to do next. He then told me, “Amani, you shouldn’t depend on motivation to do things, otherwise you will never get anything done. It’s about the discipline you have on yourself.” This happened recently, but left a significant impact on me. Every time I feel stuck, I remember his advice, and it pushes me to be productive.

Q: What is one thing you wish you knew when starting your career in marketing?

A: To take things more seriously, and be patient. When I first started school, I was young, and I thought I was prepared for college life. But I wasn’t. I learned the importance of being present in class, developing a relationship with your professors, and being patient. “You are going to get through it”, I would say to myself.

Q: What keeps you motivated and inspired in your professional life?

A: Many people say social media can be toxic for many reasons, which I agree with—to a certain extent.

I also believe it’s about how you use it to your benefit. TikTok, for example, has been helpful. I follow many young entrepreneurs; it’s fascinating to see how they are building their careers and success. This motivates me to see that it really is possible to get where I aspire to be one day, and keeping up with many different examples online—and drawing inspiration from it.

25th Century Magazine: Heading toward the future, by boat

25th Century Magazine was created by Midierson Maia and it is focused on long-term impacts of disruptive technology. It seeks to bring the reader a debate about the impact and consequences of disruptive innovation. Check out more at https://25thcenturymag.com/

 

By Midierson Maia and Fabiano Ormaneze

 

Brazilian artist Mariak, based in the United Arab Emirates, creates a worldwide network of connections focused on sustainability, innovation and social impact.

 

It is late afternoon and the starlings—small birds that live in flocks in the north of England— organize themselves into their so-called murmuration. It goes beyond a song, or the characteristic noise of synchronized wings flapping. It’s more than that; like a dance, before resting after a full day of hunting for food in the winter days, they connect together in light, choreographed movements. It is also unclear what causes these birds to initiate such a dance. However, physicists and biologists believe that each one, when moving, stimulates seven others to do the same around them, in a continuous progression. Soon, the seven become forty-nine, forty-nine become thousands, and a spectacle is created in the skies. They also become stronger and easily scare off hawks, the main predators of the species, fast in flight and up to four times larger.

Using the birds as a metaphor for life, artist Maria Luiza Knoblauch—or simply Mariak, the name she goes by—was inspired to create the Torus Legacy holding company. The goal is to connect people around the world on the improvements that can be achieved through technology associated with human potential. The idea is that, just like a flock of starlings, together, people can do better and have more social impact. “All the businesses linked to Torus are products, projects, and services related to people who use skills to build their own legacy in the areas of sustainability, innovation, arts, science, and smart technology. All this, together with the happiness of being who they are, as people and as professionals,” explains Mariak. Therefore, the goal is to share experiences and services, and offer participants connections; this way, those involved could grow exponentially based on a large ecosystem with participants from all over the world.

Torus is headquartered in one of the most prosperous places on the planet, Masdar City (Abu Dhabi, United Arab Emirates). Torus has a branch in Dubai, which Mariak fell in love with on her very first visit. This year, coincidentally, is the 100th anniversary of Sheikh Zayed bin Sultan Al Nahyan’s birth, considered the father and founder of the Emirates. The idea is that by 2071, when the country’s centenary will be celebrated (Area 2071), the focus will be on creating positive proposals, which will include social transformation, sustainability, and technology, all with global impact.

One of the main Torus Legacy projects is the Legacy Ministry, which connects government, society, and companies that want their activities to support people, promote evolution, and protect the planet. As Mariak says, “you have to merge everyone’s dreams with government needs.” To shape this connection, she designed projects such as the Artificial Intelligence Forest Heritage and Artificial Intelligence Legacy Tree.

Through them, Torus provides an artificial intelligence tree that crosses supply with demand. “The idea is that people can have these trees and put whatever information they wish in there so that we have a large social network.” In the future, the goal is for these people to become like godmothers and godfathers to trees in a real forest. “It will be a great connection for people who make a difference in the Emirates. We will have artificial intelligence, augmented reality, and virtual reality glasses enabling an immersive experience inside the forest and the possibility to get to know the legacy of people all at the same time,” says the artist. With this, the natural space becomes a great immersive experience, a theme park with the existing technologies. Among them, Mariak cites the possibility of changing the colour of trees through LED lamps according to people’s reactions, and even making plants play music using electromagnetic waves. In addition, these projects are related to issues of great environmental importance, such as global warming, research on the impact of innovation on the environment, concern for water, and research and development on medicinal herbs.

In order to bring the interested parties together, Mariak decided to open the doors of her own home, which can also be used as an office and, in the future, will be a recording studio for materials that can expand Torus’ ideas and proposals. Her way of life is in itself an example of innovation, inventiveness and sustainability; she lives on a boat, where she can meet those in need to make connections based on the holding company proposal. “I have a project to sail around the world one day. But I wanted to have a home where I could, at the same time, talk about my work, use sustainable materials and relate it all to design. In addition, the boat allows me to be closer to the place I love the most, which is nature.” To facilitate access to those who need connections and those who identify with her work, Mariak has other offices in strategic areas of the Emirates.

Another important segment of the work concerns adapting what she has studied and what she is qualified in. She works with concept design projects, interior design, landscaping, and sustainable business models. Therefore, based on what she knows and her desire to strengthen human potential, she has become a source of inspiration for architects, entrepreneurs, suppliers, businesses, and investors in creating sustainable initiatives for the future. With this activity and proposal, Mariak has also been able to implement projects in the Emirates involving partnerships with Brazilian companies.

With activities gradually becoming global, Torus Legacy proofs that the future will not be a dystopia if human potential is worked on and if technologies are used within purposes that consider the characteristics of life in society; all of this while connecting people, knowledge, and geographically distant regions. The year 2071 and even the next century are closer than we think, and the pillars of this future were already raised.

 

Talk to Mariak: malu.projeto@gmail.com