What If Advertising Was Honest? | Sylvester Chauke | TED
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- čas přidán 17. 01. 2024
- After years of brand building, marketing veteran Sylvester Chauke realized that his industry had sold the world on overconsumption, with devastating consequences. He shares how marketers could instead promote sustainability with "honest ads" that do right by the planet and encourage people to think twice before buying.
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If advertising is honest there'd be less debts to pay off. Less loans. Brighter future.
Its obvious that GDP would shrink from this. But i think if the world is more stable it could help grow GDP. The Question is what is bigger the reduction or growth from this.
WRONG we die if we continue like this
Less debts, less loans etc are a given.. we should be thinking less manufacture, less pollution, more repair and restoration. The whole consumer mindset needs flipping on it's head, and yes that starts with marketing and advertising being stopped in their tracks... The answer is simple. Reduce demand, supply reduces. Supply reduces, less manufacture, less pollution.... But less money! And there we have an issue.
How do you tell the billion dollar industries that they've earned enough and have to stop?
Here I go again... Answer: you can't, you can only control your own demand.
The intention of using his industry to fight overconsumption and its consequences is laudable; however, ignoring that the main purpose of companies hiring him is to ultimately boost sales is naive; the urgent change to our habits will not come from marketing tactics, rather from policy that incentivizes polluters to look for sustainable avenues for growth.
I believe that is his objective to influence legislation
@@rbelle8He sure doesn't make that clear. It really sounds like he's trying to rally advertisers to stop trying to sell so much of their clients' products.
Speaks with the nativity of a college freshman.
@@katelambros2454 Graduated in the bottom third.
@@katelambros2454 Are you flirting with me?
Honest advertising: "Don't you dare buy our overpriced crap you most definitely don't need!" 😉
Finally found someone talking about this problem. Like it or not, Sylvester is right; hyper consummerism is really destroying our world; both ecologically and socially. I can relate to all he said, being a marketer myself.
The sooner we begin to do something about this the better.
I think consumerism is just loneliness and depression.
The shirt, the watch, the shoes. Is it a want or a need? Some in third world countries do not even have clean water.
Also need to address product quality. Many things are designed to fail very quickly, making all of this even worse.
As someone who understands how companies use psychology and manipulation tactics to fool people, I always think before buying anything and buy things that I really really want. This was a revision for my healthy practice.
Do I need it or does it add value to my life? These are the two questions I always ask myself before buying something. Works out well for me.
@@foggymoe3590 Great habit.
Ad and media people in general should be ashamed for contributing to the toxic beauty standards, pushy ads, false journalism, etc..
Good point 👍
B2C🙄
Surely, given how unlikely it is, this is as good a case as any for a subjunctive in the title: What if Advertising _were_ honest?
This is a powerful message. Honest and creative!
Thank You for giving voice to what should be an obvious issue.
It took me a long time to realize that not everything in life is meant to be a beautiful story.
Not every person we feel something deep and moving with is
meant to make a home within us , is meant to be a forever.
Sometimes , people come into our lives to teach us how to love and sometimes people come into our lives to teach us how
not to love .
How not to settle , how not to shrink ourselves ever again .
Yes , sometimes people leave .. but that's okay ,
because their lessons always stay , and that is what matters .
That is what remains… *-Bianca Sparacino*
I have literally hundreds of items of trash picks inside my condo right now that I keep. And thousands more items that I did not keep, but gave away to friends and family, but mostly to the Goodwill. And these items are practically all from one large apartment complex, found over the last 8 to 10 years. These items include dozens of vacuum cleaners, TVs, floor lamps, table lamps, microwaves, space heaters, oscillating fans, and even two salvageable inflatable beds among the appliances. Non-salvageable electronics I take to the Goodwill as e-waste. But also a multitude of rolling office chairs, shoes, cookware, clothes (some with store tags still on them), etc..
What company would hire an agency that promotes less sales? xD Big player business structures don't allow for that. PR is a tool for increasing sales and those responsible for hiring PR are - before anything else - interested in financial success. Unfortunately, PR is dependant on those. So the only logical solutions are a change within the target audience's interests so that sustainable relationships to products/services actually make profit. And the other one is laws that limit sales
I would say rather than laws limiting sales, a better regulation of making claims, sales language, and techniques. We did it for liquor and tobacco.
Marketing/Advertising not PR, but I agree with your point, although I'd say companies whose top priority doesn't center profit would hire those agencies.
@@fiasc0b0x Yea, sorry, that's true
@@HinnerkHesse no need to apologize!
@@geoffreyallenperdue despite all the "smart" people on the internet, it's amazing what what people fall for.
I totally agree with the premise that we need to consume less. But as an advertising industry, its very existence relies on profiting from consumerism. If people buy less, there's less to advertise and less fees paid to agencies. Market forces will ultimately decide what people buy rather than advertising.
Through the lecture, I was able to look back on my consumption habits. I think it's good to tell the truth about the product and help you consume it wisely. I think that more of these advertisements allow people to make better choices, reduce consumption, and protect the environment.
Very well delivered talk.
It's cool to hear, but it is sad to see no actions at all. People nowadays think that just watching and hearing the right ideas is sufficient, leave the action for the others right? Are you watching it in a brand new iPhone or Galaxy one that you bought just because it was released? Do you have more than lots of shoes and clothes?
insightfull! well done Sylv
Feels good hearing the truth!🤟😎
"The humane thread that binds people who are required or compelled to pay attention to people who are obliged by circumstance or prefer by disposition to let the always-cacophonous parade go by, is hope."
-Andrew Mitrovica 🇨🇦
9:55 "We used to advertise cigarettes and now we don't." We would start advertising them again if it were legal. This isn't some act of charity on the parts of cigarette manufacturers and advertising agencies. We need to outlaw harmful advertising, not politely request advertisers to do the right thing.
It should be obvious why rallying advertisers to sell less of their clients' product is hopeless.
The advertising industry is the reason why we all lost our privacy on the internet.
The advertising industry keeps buying our information making everything worse for us.
Sylvester Chauke mentioned non of this, while we're being bombarded with adverts from all sides.
“People of different religions & cultures live side by side in almost every part of the world, and most of us have overlapping identities which unite us with very different groups. We can love what we are, without hating what -- and who -- we are not. We can thrive in our own tradition, even as we learn from others, and come to respect their teachings.”
-Kofi Annan, former Secretary-General of the United Nations
Beautiful beautiful beautiful. Well done Sylvester!
Mom and pop stores, regular people are honest with advertising. It's big name companies and governments that lie about their prop... advertisements.
Very well said.
Uhmm. The goal of the honesty squad he described is really paradoxical when placed side by side with ultimate goal of the advertising industry.
There are opportunities for reduction in excess consumerism, still; it will just be a gradual process of change, I believe.
That's a nice watch for an anti-consumerism speech lol :)
His perception is for people that have money to spend in such manner some people need a bargain to sustain as much people would say to survive
It's a cycle that destroys itself. People buy less -> Companies earn less -> Less money for marketing and advertising to make people buy less.
👏🏾 👏🏾👏🏾Sign me up! I want to be a part of your Honesty Squad!!
Watch the movie Crazy People. Humorous take on this very subject.
"Volvo - we're boxy, but we're safe!"
I think this works if the goal of the Honesty Squad is to shift perception on Environmentally and Socially friendly products that already promote a less comsumerist culture. But most especially it has to persuade the middle class and lower income folk that these products are worth the bargain and that their often steep price tag is worth it in the longrun. The honest part being that they actually are. Lol
bravo
Eventone we don't need a break
It should be emphasized though that the burden shouldn’t fall on the “creatives” who make the ads. Ultimately, it’s a board room of businessmen and women that pull the trigger on what campaigns get run or not. Those mock ads from the honesty squad may be wonderful but no company will ever run them because alas, the sole purpose of enterprise under a market driven capitalist economy is to grow and increase capital. That is where the paradigm shift should happen, the marketing and PR industry aren’t the ones to blame, they’re just a tool for corporate greed and their agency is very much limited to what they’re hired for. Keep in mind always who’s the one calling the shots.
This is such a brilliant talk!!
For understanding and for everything, we say THANK YOU! we need your reconciliation🙏🏼
trade-in is already serving that cause by the way
Save our planet🌍😅
_Our world far too important_
_and the time to ACT is NOW_ 😅
That is cool!
The Burger King .."Whopper"...would increase sales to the Nth degree if you really got a burger the way the photos show.
I think you mean, “What if advertising WERE honest”
“Was” is the past tense indicative verb form.
Whereas “were” is used when speaking in the subjunctive grammatical tense, a hypothetical or imagined statement.
Word Salad Maker..
Sylvester Chauke's argument is ideal, but in reality, I think the advertising industry puts corporate interests first, and integrity alone cannot make a strong impression on consumers. Also, creativity and innovation can be reduced if all advertisements take into account the environmental impact. The essence of advertising is to promote consumption, and to exclude it completely ignores the fundamental role of the industry.
"Human Rights education is much more than a lesson in schools or a theme for a day; it is a process to equip people with the tools they need to live lives of security and dignity."
- Kofi Annan 🇺🇳
“Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family.”- Kofi Annan 🇺🇳
"More than ever before in human history, we share a common destiny. We can master it only if we face it together.”
-Kofi Annan🇺🇳
Kofi Annan was a diplomat and humanitarian who embodied the mission of the United Nations like few others. His integrity, persistence, optimism, and sense of our common humanity always informed his outreach to the community of nations. Long after he had broken barriers, Kofi never stopped his pursuit of a better world, and made time to motivate and inspire the next generation of leaders. Michelle and I offer our condolences to his family and many loved ones. -Barack Obama 🇺🇸
On Martin Luther king Jr Day weekend, as we reflect on Dr. King’s legacy and our nation’s movement for civil rights, I am thinking about Bayard Rustin, an unsung hero who helped make the March on Washington a reality. From organizing buses to figuring out accommodations for all those attending, Bayard Rustin helped put together the march piece by piece. And yet, very few people know his name.
That’s why Barack and I could not be more proud to have helped produce Rustin on Netflix with our team at Higher Ground. I hope you’ll take some time today to check out the story of a visionary the world deserves to know
*- Michelle Obama❤*
Oh my President 🇮🇩👩🏼🎓
"Reconciliation means working together to correct the legacy of past injustice."
~Nelson Mandela
during National reconciliation Day, South Africa, 16 December 1995
👩🏼🎓🇯🇵
"Reconciliation was not an afterthought or an add-on of our struggle and our eventual triumph. It was always imbedded in our struggle. Reconciliation was a means of struggle as much as it was the end goal of our struggle."
~Nelson Mandela
speaking at a Conference of the International Women's Forum, Tokyo, Japan, 30 January 2003
👩🏼🎓🇨🇳
"If we are to build a democracy worthy of the name, then we shall have to ensure that it brings real material improvements in the lives of the majority of South Africans whose poverty is the legacy of their oppression."
~Nelson Mandela
speaking at the University of Beijing, Beijing, China, 6 May 1999
👩🏼🎓🇹🇼
"Democracy and human rights are inseparable. We cannot have the one without the other."
~Nelson Mandela
during his Investiture as Doctor of Laws, Soochow University, Taiwan, 1 August 1993
👩🏼🎓🇹🇭
"As I am former prisoner number 46664, there is a special place in my heart for all those that are denied access to their basic human rights. We urge countries to make the policy changes that are necessary to protect the human rights of those who suffer from unfair discrimination."
~Nelson Mandela
speaking during the Closing Ceremony of the XV International AIDS Conference, Bangkok, Thailand, 16 July 2004
Climate change and consumerism did not cause South Africa power crises. The ANC did, its well document since its inception. Even before 2007
Being poor helps a lot with being ‘green’ everything gets repurposed. I grew up in South Africa as an African although not living in abject poverty I was not rich by any stretch. Some on the reuse lessons have served me well even to this day. My kids think I’m being a cheapskate and it just how we were raised you use something until it had no more use. There are too many single use products in the world we must do better
Sorry to burst your dream bubble, but cigarette ads are alive and well in Indonesia and convincing millions of kids to smoke. It just happens to be the last country where it is legal. These include well known american companies by the way. Honesty and profit seeking just don't go together. People need to figure this out while we still have a semblance of democracy left.
Great
Well I think the reason we tend towards encouraging consumption is that it allows growth for individuals. Growth is this critical force in our psyches which motivates and satisfies us, and ties in with a bunch of signaling that is really important for us. The roots are so deep that it seems kind of impossible to think of an alternative to this. It is good to encourage more conscious consuming, but other companies are still going to grow without those principles, and governments won't be able to justify restricting market practice when it massively impacts people's abilities to create economic gain, especially if GDP growth is slowing or stalling and other nations continuing to expand and gain influence.
I remember watching a video of how really nice boots are made and if I want boots, now I know where to go. But if I'm hungry, the doritoes ad has zero impact. Modern advertising is useless.
في كتابي الفلسفي حلقات النور
هناك فصل كاملا عن اهل المروءة …و اوصافهم و احوالهم …
المروءة تحمل العمل الطيب الخلوق مع الشهامه و لا يفعلها إلا اولا الاصول …..
هناك لحظة تأتي على الانسان الطيب الخلوق من عاش عمره للناس و قدم الخير لهم بحب لارضاء الله ،ثم قابلته الناس بالحقد و الغيرة و الحسد و الغيبة و النميمة في حقه بما لا يستحق ابدا و اهدار كل ما عمل ، و انكسر قلبه ….
لو تغيرت الظروف و جئت و قدمت له كل الدنيا بعد كل هذا و كل الاعتذارات و كل الوعود و كل الامال …لن يقبل منك شيء…
ببساطه لان الطيب انسان ذكي يعلم ان فعل المروءة لاهلها و ليس من العقل ان تقدم الطيب لاهل الخبث و الخبثاء …فلو عاد به الزمان لن يكون طيبا بل حكيما داهيه…يضع خيره في مكانه الصحيح.
المفكرة الاديبة
- ا د عبير المعداوي❤
🎉🎉❤❤
No what the actual problem is you advertisers are collecting too much data. How about rather than lining your pockets you give back our privacy?? Then we have way less targeted ads.
6:30 You see you want advertising to be honest, and then you call a plant-based burger yummy... I'm getting mixed signals.
I've noticed that the things we really want and need as consumers never needs a single advertisement. So advertising is only for stuff we don't need, but the job is only to make us want it. I don't buy dish soap because an ad told me to. I remember enjoying the BMW films though. Didn't make me want a BMW, just a great show! We already know what a car is, it's not selling anything to anyone. But that campaign got all the views, and all the awards. Advertising doesn't work, anyway. If I want jewels, I'm not going to Kay's because it starts every kiss. How absurd would that be? I'll go because it's right there! We need ads that tell us something we don't already know, or make our lives better. Companies waste their time and money on advertisement. Like I will never like bud light, never have. No amount of superbowl billions will change that, even though they arguably had the best ad campaign in history. Like, wow, home depot has tools? I didn't know! Yeah right.
The "free thinking" people that constantly buy into corporate marketing. Ah the irony.
Wooo
Let us stop being hypocritical! How do we behave and what do we say on a first date? When you you go out, how do you dress, how do you behave? Would you say in a job interview you are pretty la6, Zoe silly on Mondays? Why do we wear a suit, a tight shirt inside a tight jean with uncomfortable hard shoes in the middle of summer. We are all the time sselling ourselves. Doesn’t matter where or to whom, you want and do wear shorts and flip-flops. We’re always selling ourselves…
It's literally illegal to advertise honestly
TED😅
The first Earth Day helped transform the ways we interact with the world around us, and it changed how we viewed our impact on the natural world--inspiring the creation of the Environmental Protection Agency and landmark legislation that protected the air we breathe, the water we drank, and the animals that lived alongside us…😅
Honestly, I don’t like eco friendly commercial, but this initiative looks perfect. Many company just pretending to be nice to earth.
It doesn't show much intelligence if you buy something based on advertising instead of detailed product information.
Let's do that ! ❤
What if PEOPLE were honest?
The main point: seduces consumers into debt
"People who know little are usually great talkers, while men who know much say little." -Jean-Jacques Rousseau🇨🇭😅
I want to feel better about my self, should I seek out stupidity and ridicul it?
Seems too easy how about a challenge then, a Darwin challenge?
Advertising/Marketing people in general : First let me make enough money for 10 years, then I will try to work on undoing atleast 1% of the damage I have done .
*Dalai Lama* ✍️🌿
_If someone greets me with a nice smile, and expresses a genuinely friendly attitude, I appreciate it very much. Though I might not know that person, or even understand their language, my heart is instantly gladdened. On the other hand, if kindness is lacking, even in someone from my own culture whom I have known for many years, I feel it. Kindness and love, a real sense of sisterhood and brotherhood, these are very precious. They make community possible, and therefore are an essential part of any society._
─ His Holiness *Dalai Lama* ✍️🌿
*Dalai Lama* ✍️🌿
_I believe that even the most serious problems can be solved with open, honest, and respectful dialogue. My conversation with climate activist Greta Thunberg brought together scientists and spiritual thinkers-two groups who know that we are all deeply connected to one another-to take a fresh look at the environmental crisis that we are all facing. This special dialogue inspired the new book, "A Future We Can Love". I want to support Greta, the environment, and most of all offer hope to worried people everywhere, young and old. We can rise to the occasion together to create a brighter future._
─ His Holiness *Dalai Lama* ✍️🌿
👐👏👐👏👐
Were
Thank you. Was and were are not interchangeable like this!
Advertising that manipulates emotions instead of informing about a product is profoundly unethical and immoral, but it’s the accepted norm.
It promises more utility from a product or service in order to make us willing to spend more, and results only in disappointment.
It’s propaganda.
👩🏼🎓🇮🇩
"No country, however powerful it may be, is entitled to act outside the United Nations. The United Nations was established in order that countries, irrespective of the continent from which they come, should act through an organised and disciplined body. The United Nations is here to promote peace in the world and any country that acts outside the United Nations is making a serious mistake."
~Nelson Mandela
during a press conference, Jakarta, Indonesia, 30 September 2002
impossible. not even going to watch this
SOS Gaza children and babies died no food no water many poeple die.poeple of USA stop this War please
Meh. The idea is great, but the "honest ads examples" were a bit 'meh'
They want to SELL (otherwise their clients wouldn't pay them) and do it with fads/contemporary themes such as veganism or minimalism ... and then really believe that they are honest? Hypocrites. Really honest "advertising" would say: do NOT buy a burger even if ut is vegan because it is ultra processed food and not good for you or the environment.
quite hilarious to advertise for a burger and green wash it by "recomending" a plant based one
why not telling the ppl to safe their money and safe the environment by buying fresh vegetables and preparing it oneself ....
The first
😅we need an American President who knows it will take more than incremental change to stave off environmental catastrophe. - Marianne Williamson 🌺 😅
This is too broad and nonspecific. More data and more examples would have been good.
i think his goal was encouraging creativity in lawmaking and his industry not giving facts
Advertising convinced him to buy that shirt, now he’s back for revenge.
This talk is extremely naïve.
Japanese over consumerism is to blame for this trend.
did you know they throw things away in like 1 year of use?
cars are scape after 4 years.
This has to be the weakest TED talk I have ever seen.
*Dalai Lama* ✍️🌿
_When we feel love and kindness towards others, it not only makes others feel loved and cared for, but it helps us also to develop inner happiness and peace. And there are ways in which we can consciously work to develop feelings of love and kindness. For some of us, the most effective way to do so is through religious practice. For others it may be non-religious practices. What is important is that we each make a sincere effort to take seriously our responsibility for each other and for the natural environment._
─ His Holiness *Dalai Lama* ✍️🌿
*Dalai Lama* ✍️🌿
_A meaningful life is not about material gain, power or fame; these are only of passing value. True meaning comes from an inner sense of peace and contentment, which in turn must be based on a sense of caring and love for others. So, in order to lead a meaningful life, it is important to cultivate a genuine sense of love and compassion for others, and to develop a concern for their well-being._
─ His Holiness *Dalai Lama* ✍️🌿
If advertising was honest they'd tell you that you need to drive your tesla over 100k mi to offsets it's production carbon footprint but your battery's longterm inefficiency makes that not cost effective.
That wind turbine blades and solar panels aren't capitalistically recyclable.
The world reserve currency is the USD so in turn the world is a capitalist society unless they don't rely on fossil fuels or usd.
"The humane thread that binds people who are required or compelled to pay attention to people who are obliged by circumstance or prefer by disposition to let the always-cacophonous parade go by, is hope."
- Andrew Mitrovica 🇨🇦