Ethical Marketing For 21+ Products: What Communications Leaders Need To Know [Forbes]
Diageo plc (DEO)
US:NYSE Investor Relations:
diageo.com/en/investors
Company Research
Source: Forbes
From Persuasion To Communication The biggest shift for marcomm leaders in regulated industries is this: Marketing isn't about persuasion. It's about communication and correction. Products for the 21+ market are often caught in the crossfire of misinformation and moral panic, and ethical marketers can play a crucial role in cutting through the noise and providing clarity to adult consumers. When marketers for products aimed at consumers 21 and older attempt to implement persuasive messaging or tactics, consumers tend to distrust them. Shoppers in these categories already weigh the risks and rewards of their choices. So, the job of marketing isn't to convince them to buy a product or service they may have never thought of or needed. It's to equip them with facts so they can make informed decisions based on the pros and cons. For example, Heineken's “Now You Can” campaign for its 0.0% beer didn't glamorize drinking; it highlighted freedom and transparency. Cannabis brand Dosist buil
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