Today S Consumers Are Buying Beliefs Not Products

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MARKETING has never been a static discipline. Its role has continuously adapted to reflect the priorities of business and society.
In the past, the focus was on mass production, making goods widely available and affordable. The following era emphasised product innovation, quality, and persuasive advertising to capture consumer attention.
Today, the function of marketing extends further. It now holds a significant capacity to shape culture, guide consumer behaviour, and contribute to societal well-being.
In the current environment, financial profit is one component of success, but it is no longer the only measure. Modern consumers hold brands to a higher standard. They expect transparency, ethical accountability, and a demonstrable commitment to social responsibility.
People increasingly choose companies that reflect their personal values, not only those that offer quality goods. This important shift has established a new approach for businesses: one that integrates commercial goals with the welfare of the community and the environment.
This progression mirrors the historical development of marketing thought. The earliest stages focused on production and products. Later, the emphasis moved to selling and marketing itself, which placed customer satisfaction at the forefront.
The most contemporary stage, often called societal marketing, expands this view. It argues that long-term success requires attention to three elements: company profit, consumer satisfaction, and society’s long-term welfare.
(Image: Shutterstock)This means businesses must now consider the environmental and social consequences of their actions. Consumers want assurance that their purchases do not harm the environment or exploit communities.
Marketing, therefore, becomes a driver of long-term well-being, moving beyond its traditional role of generating short-term sales.
The digital age has dramatically accelerated these changes. Online platforms such as Amazon, TikTok, and Instagram have fundamentally altered how people discover, evaluate, and purchase products.
These platforms are not just storefronts; they are vibrant communities where user reviews and influencer opinions carry substantial weight.
Furthermore, technological advances like artificial intelligence and big data analytics enable a new level of personalisation. Companies can now offer highly customised recommendations and anticipate customer needs with remarkable accuracy.
However, these technological tools present a complex set of challenges. The widespread collection of personal data raises serious questions about privacy and security.
Algorithms used for personalisation can sometimes exhibit bias, leading to unfair or discriminatory outcomes. The tremendous market influence of a few major tech companies also creates a risk of monopoly power, making smaller businesses dependent on their rules and algorithms.
In response to these developments, consumers are becoming more cautious and discerning. They increasingly favour brands that offer genuine authenticity, seamless experiences, and a clear, purpose-driven mission.
This is especially true for younger generations like millennials and Gen Z, who often seek meaningful experiences and ethical alignment from the companies they support.
A significant challenge within this new environment is the gap between intention and action. Although surveys show strong consumer interest in sustainability, many people remain hesitant to purchase green products.
The higher cost of sustainable goods, the perceived inconvenience, and a healthy skepticism about the truthfulness of corporate claims have slowed widespread adoption.
This creates a difficult situation for marketers: high expressed interest does not always lead to high sales conversion.
Several other challenges define the modern marketplace. The overwhelming number of choices available to consumers can lead to fatigue and difficulty making decisions.
Some companies engage in greenwashing, making exaggerated or false claims about their environmental practices, which damages credibility for all brands. The very tools that enable hyper-personalisation also intensify concerns about data privacy.
(Image: The Edge Malaysia)Many businesses now operate with a high degree of dependence on digital platforms, creating vulnerability to sudden changes in algorithms or policies.
Finally, customer loyalty has become more fragile; with so many options available and easy switching between brands, maintaining a loyal customer base requires continuous effort and genuine value.
The way forward for marketing requires a commitment to practices that are ethical, authentic, and socially aware. Brands must invest in genuine transparency and accountability to build and maintain trust.
Sustainability should be treated not as a passing trend but as a central strategic priority integrated into all business operations.
When executed with sincerity, marketing can achieve more than selling products; it can guide economies toward greater resilience, help communities become more empowered, and support consumers in making better, more informed choices.
Businesses that understand this dual responsibility—to achieve profitability and to contribute to society—will be the ones that thrive in the coming decades.
In a changing world, marketing is no longer simply about selling. It is about participating in the building of a sustainable future. 
Dr Norbani Che Ha is a professor at the Department of Management and Marketing, Faculty of Business and Economics, Universiti Malaya.
The views expressed are solely of the author and do not necessarily reflect those of  MMKtT.
- Focus Malaysia

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