What if advertising was honest? | Sylvester Chauke

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4.1 • 11.9K Ratings

🗓️ 17 January 2024

⏱️ 12 minutes

🔗️ Recording | iTunes | RSS

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Summary

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.

Transcript

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0:00.0	Ted Audio Collective.
0:02.0	Audio Collective.
0:04.0	You're listening to Ted Talks Daily.
0:10.0	I'm your host, Elise Hugh.
0:13.3	Sylvester Chauke has a provocative proposition.
0:17.3	He's a marketer who wants brands to sell less,
0:22.2	specifically to encourage consumers to buy more responsibly and differently.
0:26.4	It is 2023 talk from Ted at BCG. The branding disruptor makes a case for how advertising
0:32.4	can do far more good in the world. This
0:35.0	The Disruptor makes a case for how advertising can do far more good in the world by challenging excessive consumerism.
0:38.0	Coming up after the break.
0:42.0	I've spent the last 25 years as a brand architect helping brands rise,
0:48.0	thrive and conquer.
0:50.0	Yet it struck me like a lightning bolt the other day
0:53.0	when I had a realization that left me feeling uneasy.
0:56.8	Have I been helping brands destroy the world?
1:00.6	Don't get me wrong, I've had the privilege to craft and see the power of creativity
1:05.7	shape minds and win-hass. It's an exciting job.
1:10.4	But looking at the state of the world today,
1:14.0	could the influence industry of advertising and PR
1:18.0	be humming people, influencing wrong behaviors,
1:22.0	encouraging a world of excessive consumerism,
	...

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