Seven deadly sins and marketing

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which we communicate... all define who we are. Our shirts have never been so honest nor our soft drinks more clear. Our cup of tea in the morning does not just wake us up, it brings about an awakening. We are what we consume and shopping has started to occupy a role in the society that once belonged to the religious power to give meaning and identity.

The new list of sins should be understood in this context. Here goes the list: environmental pollution, genetic manipulation, accumulating excessive wealth, causing poverty, drug trafficking and consumption, morally debatable experiments and violation of fundamental rights of human nature. Apparently it looks like they are more focused on the societal and governmental issues and somewhere down the line lets the individual off the hook of accountability. I mean one can work on one’s pride, envy, gluttony, lust, anger, greed and sloth but cannot really help these new modern sins. Personal morality is substituted by a collective sense of wellbeing and in doing so mirroring changes that are taking place in other aspects of life.

The centre of gravity of the value system has shifted. Be it in politics, marketing or for that matter in technology the evaluation parameters have started changing. How good is your technology can only be evaluated once we get the answer how green it is. Brand bishops and marketing gurus are already working on new marketing strategies which are opposite to what was being practiced so far. Competitors are not enemies they are partners. Power lies not in hoarding but in delegating and empowering the powerless. It is possible for a page three and ordinary man to run on the same marathon of success and win together. Hell is not a purgatory in isolation nor is heaven a reward zone in the second life. Both can be created here and now.