Jan 10, 2023
Yes, it’s true: marketing has often relied on exaggeration, and sometimes even deception — because, for a long time, it worked.
Millions of people spend money on products based on promises that are misleading or overstated. Cosmetic brands often imply their products can “fix” someone’s appearance and make them younger or more attractive. Bottled water companies in developed countries have marketed their water as cleaner or healthier than tap water — and earned billions from that perception. Restaurants, cafés, and fast-food chains frequently use images that don’t reflect what customers actually receive. And even today, we’re surrounded by marketing “tricks”: vague terms and conditions, broken promises, unnecessary upsells, and tactics that feel disrespectful to customers.
Because of this, many people associate marketing with manipulation and dishonesty. That idea has been deeply embedded in consumer culture, including for me. Even though I work in marketing, I’ve learned to stay alert, question big promises, look for hidden details, and do research before making decisions.
Marketing for good!
Despite these challenges, I’m proud to be a marketer — because I believe marketing can be a force for good. To me, marketing is about spreading meaningful ideas, serving real needs, and creating positive change.
Seth Godin’s book All Marketers Tell Stories inspired me to view marketing not as a trick, but as a mission. In life, we all have choices — and I choose to be an authentic, responsible marketer. I want to tell stories that matter, connect with people honestly, and create value, not pressure.
Marketing has the power to help companies, communities, and even nations thrive — but only if it’s used responsibly, with integrity and a commitment to serving others.
Does lying in marketing still work today?
Honestly? Not anymore.
Yes, deception might bring a quick win, but in the long run, it becomes a disaster. Take Nestlé, for example: the company faced criticism and legal challenges related to claims about ethical cocoa sourcing. Many consumers and watchdog groups questioned whether those claims matched reality.
Another example is Volkswagen. In 2015, the company was caught cheating emissions tests by programming diesel cars to perform differently during tests than
in real-world driving. The result was massive damage to trust, billions of dollars in fines and settlements, and long-term reputational harm.
Even political leaders are affected by this reality. French President Emmanuel Macron, for instance, was criticized after removing a luxury watch during an interview about pension changes — and the moment spread widely online.
The lesson is simple: today’s consumers have eagle eyes. In the era of social media and constant connectivity, brands can be fact-checked instantly. Customers share experiences in real time, expose inconsistencies, and hold companies accountable within minutes. That means transparency and authenticity are no longer “nice-to-haves” — they’re survival strategies.
So, let’s choose honesty in our sales and marketing. It’s like ripping off a band-aid – sure, it might sting a little at first, but in the end, we’ll all be better off for it!