Blame it on Bernays

Why conscious leaders are embracing a new marketing ethos.

By Justin Foster

Marketing as we know it started in the Industrial Age and exploded in the mass communication age. Most people don’t realize that much of the doctrine of modern marketing was developed by Freud’s nephew, Edward Bernays. Some call him the “Godfather of PR”. I call him the Godfather of Mass Gaslighting. 

While Edward Bernays made significant contributions to the fields of public relations and mass communication, his work is more well-known for:

Manipulation and Deception: 

One of the primary criticisms of Bernays' work is that it manipulates and deceives the public. Critics argue that his use of propaganda techniques and manipulation of public opinion undermine personal choice by shaping people's beliefs and behaviors without their full awareness or consent.

Exploitation of Fear and Desire:

Bernays' techniques often relied on exploiting people's fears, desires, and subconscious motivations to sell products or influence opinions. Critics argue that this approach can lead to the manipulation of vulnerable populations and the promotion of consumerism at the expense of societal well-being. It is from here that the sales and marketing acronym “FUD” comes from - fear, uncertainty, and doubt are tremendous motivators.  

Ethical Concerns:

Many critics raise ethical concerns about Bernays' work, particularly regarding issues of transparency, honesty, and accountability. They argue that his emphasis on engineering consent and shaping public opinion without regard for truth or ethical considerations undermines trust in institutions and erodes democratic values.

Power Imbalance:

Bernays' work is often criticized for reinforcing power imbalances in society by giving corporations, governments, and other powerful entities greater control over public discourse and decision-making processes. Critics argue that this can lead to the marginalization of dissenting voices and the suppression of alternative perspectives.

Focus on Consumerism:

Bernays' emphasis on creating demand for products and services through persuasive communication techniques has been criticized for promoting consumerism and materialism at the expense of more meaningful values and priorities. Critics argue that this contributes to environmental degradation, social inequality, and cultural homogenization.

Promotion of Authoritarianism: 

Bernays' approach to public relations and propaganda is often criticized for its narrow conception of democracy, which prioritizes the interests of elites and powerful institutions over the needs and preferences of ordinary citizens. Critics argue that this undermines the democratic ideal of informed and empowered public participation.

Not surprisingly, Bernay’s teachings and methods were used by many tyrants and authoritarians, including Nazi Propaganda minister, Joseph Goebbels and Mao Zedong. Later Madison Avenue PR firms, and lobbyists (as an example, check out the origins of “breakfast is the most important meal of the day”) adopted Bernays’ principles and they remain the foundation of much of advertising and marketing today. 

These methods of marketing were perfectly aligned with the amoral nature of colonization and industrialization. In short, the ends justify the means. Because we’ve got product to move and shareholder value to increase. 

In short, Bernays’ methods are the very definition of unconscious branding.

But in the last 10 or so years, something has been happening in the business world. My friend Amber says it this way, “Everywhere I go, I meet a leader with a secret spiritual life”

Spirituality in business is becoming less and less of a secret and more of a secret weapon for innovation, creativity, social impact and so much more. In the last few years, in particular, we’ve seen a marked increase in business leaders with consciousness practices. By some estimates, as many as 10% of CEOs and founders have some sort of consistent mindfulness practice. These elevations of consciousness come from several sources: integrating trauma, having unexpected spiritual experiences, deconstructing the hologram they made to function in the world, plant medicine, near-death experiences, recovering from the loss of a loved one, or recovering from a major illness. 

We are beginning to see the impact of all of this increased consciousness on the business world …

When your consciousness level is raised, you see people differently; you treat people differently. In the business world, this also means you market to people differently. This leads to one of many conundrums for conscious business leaders: the language of consciousness and the language of marketing are often incompatible. One is based on speaking from the soul to the soul. The other is often based on intrusion, manipulation, and persuasion. 

But there is a way to do this - a branding and marketing philosophy that I call Ethos.

What is Ethos?

Ethos is the practice of conscious branding. It is a Greek term that refers to the character, credibility, or ethical appeal of a person, organization, or argument. From a business perspective, Ethos includes these key aspects:

Credibility: 

Ethos relies on establishing credibility and trustworthiness with the audience. This can be achieved through expertise, experience, qualifications, and a reputation for honesty and integrity.

Authority: 

Ethos often involves demonstrating authority or expertise in a particular subject matter. This can be done by citing credentials, qualifications, professional experience, or endorsements from credible sources.

Integrity: 

Ethos is closely tied to the idea of integrity and ethical conduct. Speakers or writers who demonstrate honesty, transparency, and a commitment to ethical principles are more likely to be perceived as credible and trustworthy.

Goodwill:

Ethos also involves establishing goodwill or a sense of shared values and interests with the audience. This can be achieved by expressing empathy, understanding, and respect for the audience's perspective.

Consistency: 

Consistency is important for building ethos. Speakers or organizations that consistently demonstrate expertise, integrity, and goodwill over time are more likely to maintain their credibility and trustworthiness.

What is a conscious brand?

A conscious brand is made up of “consecuente” leaders - a Spanish word for having intentions, beliefs, and actions aligned and consistent. This consistency is experienced by everyone who knows the brand and becomes their reputation.  In addition, a conscious brand is known for its magnetism, its positive energetic footprint, and its commitment to social impact.

A conscious brand organizes itself around its values, virtues, and purpose. These brands prioritize and integrate social, environmental, and ethical considerations into their business practices, values, and messaging. These brands are characterized by their commitment to making a positive impact on society and the environment while also delivering products or services to their customers.

Key attributes of a conscious brand include:

Social Responsibility: 

Conscious brands are committed to addressing social issues such as poverty, inequality, diversity, and human rights. They may engage in philanthropy, community engagement, or social activism to contribute positively to society.

Environmental Sustainability: 

Conscious brands prioritize sustainability and environmental stewardship throughout their operations. This can involve minimizing their carbon footprint, reducing waste, using eco-friendly materials, and supporting conservation efforts.

Ethical Business Practices: 

Conscious brands adhere to ethical business practices and strive for transparency and integrity in all their dealings. This may include fair labor practices, responsible sourcing of materials, and ethical supply chain management.

Authenticity and Transparency: Conscious brands are transparent about their values, practices, and impact, building trust with consumers through authenticity and honesty. They communicate openly about their efforts to create positive change and are accountable for their actions.

Customer Engagement: 

Conscious brands actively engage with their customers on issues related to social and environmental responsibility, seeking feedback and input to guide their decision-making processes.

Innovation and Creativity:

Conscious brands embrace innovation and creativity as they seek to find new ways to address social and environmental challenges while delivering innovative products or services to their customers.

Long-Game Focus:

Conscious brands take a long-term view of their impact, prioritizing sustainable growth and considering the implications of their actions for future generations.

Examples of conscious brands include companies that prioritize fair trade, organic products, sustainable fashion, renewable energy, or social entrepreneurship. These brands recognize that their success is intertwined with the well-being of people and the planet, and they strive to make a positive difference in the world through their business practices.

Over the next few months, I will be producing additional parts of this series as well as bi-weekly LinkedIn Lives on all things related to Ethos. In the articles and LinkedIn Lives, I will be covering the following topics:

• Dignity-first mindset

• Branding as a spiritual practice

• Seeing the market as a complex adaptive system

• Crafting a “School of Philosophy”

• Introduction to Brand Poetry

• Leading a conversation that becomes a category

• Embracing the Art of Unfinishing 

• Implementing ethical marketing practices

If you missed the kick-off session of this series, watch it here. 

Each LinkedIn Live will be bi-weekly through the end of April on Fridays at 11am Central. You will be able to register for each LinkedIn Live as they pop up, but if you’d like to be added to the calendar invite, please share your information here.