What is dark design?

by Leave a Comment

In Essentials of Marketing, we try to highlight some of the positive things business does to make the world a better place. That said, marketing is a set of tools that can be used for good and bad. An example of bad is dark design (sometimes called dark patterns) – a sub-set of tools that a web designer might use to manipulate users into behaviors they might not otherwise do. Of course, this might also be called nudges or behavioral economics – which are usually thought of as nudging users to positive behaviors. Examples include the use of colors or patterns that make it much easier to “accept” cookies or click on an advertisement than to simply get around it.

This article, “How to spot the psychological manipulation behind ‘dark design’ online” (Fast Company, October 4, 2021) notes that “Dark design has proven to be an incredibly effective way of encouraging web users to part with their time, money, and privacy” – all scarce resources for many of us these days. If you want a deeper drive, the four-minute video shown below.

“Science Moms” Take on the Marketing of Climate Change Science

by Leave a Comment

An argument can be made the climate crisis is, in large part, a marketing problem. While “97 percent of climate scientists agree that human-caused climate change is happening” (What We Know), many Americans still question whether climate change is real. Even those that acknowledge a problem, often fail to take personal actions that will limit their impact on the planet. This raises the question – what can be done?

This article, “How can we get more people to care about the climate crisis?” (Fast Company, October 11, 2021) suggests the solutions may be related to the messaging (Promotion) and audience (target market). The article provides some historical examples that show how people’s minds can be changed to focus on an important social issue. It also identifies some groups trying to make a difference, including “Science Moms” whose campaign is gaining traction. See example video below…

Schwinn Partners with Good Co. Bike Club to Promote Cycling in the Black Community

by Leave a Comment

Soon after the pandemic hit New York, Brooklyn cyclist Drew Bennett posted on his Instagram Stories that he was going on a bike ride and if anyone wanted to join, they should meet at the Brooklyn Museum. He was surprised to see 17 cyclists show up. Bennett (and cycling) struck a chord with folks and the Good Company Bike Club was born. A few weeks later, a Juneteenth celebration boasted 1500 riding around New York City.

Seeing an opportunity to connect with an oft ignored market segment of Black cyclists, Schwinn partnered with Good Co. Bike Club and features the group as part of its #IAmACyclist campaign. You can hear more of Drew’s story here and see Good Co. Bike Club featured in an ad. As a cyclist, I love it!

Unrest following George Floyd’s murder at the hands of a police officer in 2020, many brands are waking up to connect with and support marginalized groups. This type of partnership may be seen as taking advantage of a moment – and some might question Schwinn’s sincerity – which might lead to an interesting class discussion.

Nike: Can you be an athlete?

by Leave a Comment

Nike shows support for mothers in this recent video. In time for Mother’s Day. This video offers can be integrated into and foster discussion on many different topics including:

  • Marketing for a Better World (Chapters 1 and 19 in Essentials of Marketing)
  • Segmentation and targeting (Chapter 4)
  • Promotion and owned media (Chapters 13 and 16)

How the Pandemic is Changing Consumer Behavior…

by Leave a Comment

Over the last year, many of us have had conversations with our students about how the pandemic might permanently change consumer behavior. While the short-run changes (greater sales of Peloton bikes, more home projects – go Home Depot, and lower sales at restaurants and movie theaters, and of course no indoor concerts) are interesting, I think the fun stuff is thinking about which changes will stick. I like to use this topic as a way to get my students thinking. So I ask them, “Which pandemic changes in consumer behavior are likely to stick?” I often use this as a small group activity so they can chat with classmates.

After soliciting their ideas – and of course asking them “why?” I like to share with them what some of the so-called experts think. This article at McKinsey.com “The great consumer shift: Ten charts that show how US shopping behavior is changing” has lots of good stuff to share with your students — and here is another article. You can cut and paste some of the charts (data is good) into your PowerPoints and either confirm or supplement they ideas they come up with.