Marketing often has a bad rap, and rightfully so. Have you ever made a purchase because of some fast-talking salesperson and not regretted it? That is because, more often than not, engaging in marketing means engaging in lies and manipulation. The central lie is convincing you that you need whatever they’re selling. The manipulation? It’s in the play on your emotions. Whether it’s creating a false sense of urgency through manufactured scarcity or positioning their product as a lifestyle you should aspire to, the goal remains the same. The solution is simple: steer clear of heavily marketed products.

What about businesses? How can they sustain without marketing their products or services? It’s a valid concern because businesses need to make sales to survive. However, necessity doesn’t justify deceit and manipulation for profit. Dr. Seuss’s ‘The Lorax’ comes to mind, where the old Once-ler markets his ‘Thneeds’ as needs. ‘Thneeds’ aren’t needs, despite what salespeople and marketers might have you believe. Ethical marketers simply tell us what their product is about and how it may be useful.

If it’s marketed, it’s likely not essential

When’s the last time you encountered an advertisement for something truly essential? Fruits, vegetables, meats, water—these staples seldom, if ever, get marketed. Can you name your favorite brand of apples? Probably not, because genuine needs like fruits don’t require marketing. Yet, there’s always an ad for apple juice. ‘Buy our premium apple juice, made only with the ripest, sweetest apples. Because you and your loved ones deserve the best.’

This is how they get you to buy their junk. They will convince you that what they’re selling is needed when it is not, and they will manipulate you to do so. ‘You need to keep your family safe with a security system.’, ‘You need this new blender because it’ll save you time!’, ‘You need Jesus or else you’ll go to hell.’ All are untrue. All are unnecessary.

While not all marketing is bad, the good ones are few and far between. So, the next time you’re out shopping or cornered by some relentless salesperson, think about what they’re trying to get you to buy. Do you really need it? Only buy it because you want it, not because they convinced you. If they need to convince you to buy it, you should probably think twice. And if you’re so inclined, consider seeking out similar products from businesses that do not engage in such tactics.