Before diving into digital marketing as a profession, I had always been drawn to community-driven projects; whether cultural, environmental, or economic. That passion pushed me to launch my own initiative, The GreenCloset, in 2020, where I chose to tackle the issue of clothing consumption and its environmental and economic impact. My goal was to create a model that enables communities to benefit while contributing positively, with deeper awareness of resource value.

Although family and friends were supportive, the real challenge was shifting society’s perception of buying and selling pre-owned clothing. The dominant culture favored fast consumption, overlooking its environmental and economic effects and ignoring the lost opportunity to build a more responsible community.

The power of Marketing

I believed in the idea wholeheartedly, and I knew that communicating it effectively would determine its success. That belief pulled me into the world of marketing, driven by the desire to influence the world for the better.

I studied audience preferences and pain points, aiming to balance their needs with raising awareness about the societal value of this culture shift. Over time, the project gained traction in ways I never expected.

GreenCloset slowly became a new habit forming within the community—an initiative that served both individuals and society. The real credit goes to a marketing message built on values and storytelling that helped create a new layer of awareness that consumers hadn’t considered before.

Influence’s dual impact

Just as marketing can cultivate positive awareness, it can also fuel overconsumption; pushing people toward decisions that don’t serve them, or even harm their well-being. The outcome depends solely on the intention and integrity behind the message, before any tactic or tool.

Many companies allow sales targets to overshadow essential social values, ignoring the long-term harm they may cause. I once came across an article titled “How to Leverage Impulse Buying to Increase Your Sales?” and it made me question what values we are endorsing.

Content like this feeds an anxious consumer culture, exploiting emotional states or seasonal pressure just to drive more sales; ultimately shaping a society that prioritizes outcomes without considering their real cost.

Responsibility doesn’t mean lower profit

I believe sustainable audience relationships are rooted in responsible marketing; that delivers genuine value behind the product and focuses on how we can meaningfully improve users’ lives with honesty and transparency.

The most successful campaigns I’ve worked on were the ones that raised questions, introduced new angles, and aimed to elevate professional standards toward the right decision, not “more buying.” When we position a product as an enabler that helps people become better, the message becomes far more compelling, creating a win-win scenario.

Conversely, marketing that presses on a pain point without offering real solutions —or worsens the problem in another dimension— traps us in an unhealthy cycle of competition and exaggerated promises.

Today’s consumer is far more discerning and aware of their true needs. Empty promises no longer resonate.

From Marketer to Consciousness Builder

Our role is far greater than we think. We shape the messages that influence people every single day. In a world overwhelmed with conflict, crises, and excessive consumption, it’s now a responsibility to help build a calmer, less pressured society.

Instead of amplifying negative behaviors that diminish human value, strengthen machine-driven decisions, or fuel unconscious consumption, we can start reframing our contribution. We can embed higher-purpose ideas that enhance human capability and pave the way for a better world.