Can advertising save the world?

Can advertising save the world? This is the question put forth in a FastCompany article by documentary director Jeff Rosenblum. “It’s a ludicrous statement, I know, considering it’s an industry known for being full of BS,” Rosenblum wrote.

Rosenblum’s documentary film “The Naked Brand” profiles many Fortune 100 companies who have used unique, green, and positive campaigns to bolster their brands and reach their target audiences in vital ways.

“Corporations shouldn’t do good simply because it feels good. That motivation isn’t sustainable. They should do it because it leads to massive profitability.” Rosenblum writes.

One specific example of this working in practice is Patagonia’s “Don’t buy this jacket” campaign. Rosenblum continued: (To Patagonia) a healthy planet and a satisfied customer are the most effective forms of advertising you can buy. The reason: Patagonia’s platform creates evangelists who can carry the brand message much more effectively than a paid advertisement.