Kimberly A. Whitler: Christina, why is “Responsible Marketing” a passion for you?
Christina Mautz: Anyone who’s been in marketing for some time starts to understand how powerful marketing can be. I’ve long been a fan of BJ Fogg and the model he created that demonstrates that it takes the convergence of only three things to change an individual’s behavior: motivation, ability, and a trigger.
If we hold this power — to change an individual’s behavior — should we? What is our responsibility as marketers?
For years this has been one of my favorite thought exercises and networking conversation starters, but then news of a pandemic started spreading throughout the world and misinformation became difficult to distinguish from life-saving guidance. During a time when our scientists tell us that influencing people to simply wear a mask could save 66,000 lives in the U.S. between now and the end of the year, I began to realize how critical it was