By Norbani Che Ha
The function of marketing has never been static; it is a mirror held up to the economy, technology, and culture of its time. Initially, the focus was simply on production and making goods widely available at a low cost. The following era, dominated by mass media, shifted the emphasis to persuasion through advertising and strong sales tactics. By the late 20th century, the profession had matured, placing the customer’s needs at the centre of all activity, using research and segmentation to foster loyalty.
Today, we have entered a distinct chapter. Marketing now operates in a world acutely aware of climate change, social inequality, and digital transparency. This environment demands more than customer satisfaction; it requires brands to demonstrate a genuine commitment to societal welfare. The companies that will thrive are those that recognize this dual responsibility: to achieve commercial success and contribute to the public good.
This progression is best understood through the five traditional orientations of marketing. The journey begins with a focus on production, then moves to product innovation, then to selling. The fourth orientation, marketing itself, made customer satisfaction the primary goal. The fifth and most contemporary stage, societal marketing, integrates public interest into that goal.
It argues that long-term success depends on balancing company profits, consumer wants, and society’s welfare. This evolution shows that marketing is no longer a narrow business function but a significant social force. It influences purchasing decisions, cultural conversations, and even economic systems.
A primary driver of this change is the modern consumer. Equipped with more information than any previous generation, they expect the companies they buy from to reflect their personal values. They investigate supply chains, scrutinize sustainability certifications, and evaluate labour practices. They support brands that take stands on social issues and quickly abandon those that violate their trust. This shift means corporate social responsibility cannot be a side project or a annual report footnote. It must be woven into the very fabric of a company’s identity—from its sourcing and manufacturing to its employee culture and final product. When this commitment is authentic, it creates a powerful asset: deep, resilient trust that translates into lasting customer relationships.
Simultaneously, technological advancement continues to redraw the boundaries of what is possible. Digitalization has accelerated product lifecycles and spawned entirely new revenue models, from subscriptions to micro-transactions. Social media platforms like Instagram and TikTok have blurred the line between content and commerce, transforming into vibrant marketplaces where user-generated reviews and influencer endorsements hold more sway than traditional advertising.
Artificial intelligence powers sophisticated predictive analytics, enabling hyper-personalized communication and product recommendations. Emerging technologies like augmented reality are beginning to offer immersive experiences, allowing customers to visualize products in their own homes before purchasing.
Yet, for all its benefits, this technological revolution introduces significant new risks. High-profile data breaches erode consumer confidence. Algorithms can perpetuate bias, leading to discriminatory outcomes. The immense market power concentrated in a few large tech platforms creates vulnerabilities for businesses that depend on them. This new terrain demands a renewed focus on ethics and governance, with clear guidelines from both companies and regulators to ensure technology serves humanity fairly.
These changes are amplified by a powerful generational shift. Millennials and Generation Z, digital natives who have come of age in a world of climate crises and social movements, are redefining market expectations. They value convenience, authenticity, and purpose above empty status. They increasingly prefer access over ownership, favouring services and experiences that offer transformation rather than mere possession. This has fueled the explosive growth of the wellness economy, encompassing everything from mental health apps to personalised nutrition. In this environment, social media influencers have become key opinion leaders, capable of shaping brand perceptions and consumer choices in real-time.
However, a central tension remains for marketers. Numerous global studies reveal a strong consumer intent to purchase sustainable products. Yet, this intention often falters when faced with higher prices or minor inconveniences—a phenomenon often termed the “green consumer paradox.” This gap between aspiration and action is a critical challenge. It signals that brands cannot just sell sustainability; they must make it the easy, default choice through innovation in design, pricing, and accessibility.
Other pressing challenges define the modern marketing environment. Consumers face a constant barrage of options, leading to fatigue and difficulty making decisions. Some brands engage in “greenwashing,” making exaggerated or false environmental claims that poison the well of trust for all companies. Customer loyalty has become fragile, as digital comparison tools and seamless switching lower the barriers to trying new brands. An over-reliance on a handful of digital platforms for sales and marketing exposes businesses to sudden changes in algorithms or policies. Furthermore, the use of AI in personalization walks a fine line between useful customization and perceived manipulation.
The collective message of these challenges is unambiguous: the bar for marketing excellence has been raised. It requires practices that are transparent in their communication, responsible in their use of technology, and sincere in their commitment to positive impact.
Looking forward, the success of marketing will not be defined by catchy slogans or viral campaigns alone. It will be measured by the ability to align economic objectives with social progress. Companies that ignore this imperative risk decline in both reputation and revenue.
Those that embrace it—by operating with radical transparency, leveraging technology with a strong ethical compass, and embedding sustainability into their core strategy—will do more than sell products. They will build stronger communities and contribute to a more resilient economy. This is marketing’s new and essential mandate.
Dr. Norbani Che Ha is a professor at the Department of Management and Marketing, Faculty of Business and Economics, Universiti Malaya