The article by Walton addresses the social and demographic aspects of the marketing techniques used by the contemporary markets by synthesising the data on mortality induced by COVID and police brutality with the perception of diversity. The author expresses the opinion that marketers in “total markets” utilize the social and cultural aspects of the targeted population inconsistently, “creating only the illusion of embracing diversity and inclusion” (Walton 2). The multifaceted character of the concept of diversity implies numerous features which are being manipulated by marketers.
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I agree with the author’s opinion concerning the offensive and even dangerous nature of the marketing techniques disproportionately applying artificially created ambiguity related to ethnicity, race, or gender. On a general scale, the advertisement campaigns and other marketing procedures commonly utilize social and demographic concerns to comply with the trends and reach the target market by creating an illusion of cultural sensitivity. In such a manner, particular companies and the “total market” in general perform as entities that continuously change their marketing policies to meet the trends (Walton 1). With the rise of the Black Lives Matter movement, many advertising campaigns have shifted to addressing race tolerance to win the market share and attract more consumers. However, the utilization of diversity as a concept for marketing advancement is posited as a genuine desire to address social concerns.
In my opinion, Walton’s claims and supporting evidence are relevant to the current situation observed in multiple industries. Cultural differences and ethnic diversity are artificially made into decisive tools when competing over customers. However, the problems the companies pretend to address are created by such disrespectful marketing actions and do not actually reflect reality. Therefore, they are dangerous due to the adverse social consequences that might follow upon continuous manipulations with the diversity issues.
Walton, Aaron. “Opinion: The Total Market Approach isn’t just Offensive, it’s Dangerous.” AdAge, 2020.