Re-wiring ‘manipulative’: the uncomfortable truth about what marketers do

By Jess Randall, Head of Campaigns at Melbourne Social Co

Marketing is, at its core, the art of influencing someone to think, feel or do something they may not have otherwise done. We dress it up as persuasion, engagement, storytelling, behavioural science and brand building. But strip away the jargon, and there’s an uncomfortable word sitting underneath it all - manipulation.

It is understandable why the industry has distanced itself from the term, given manipulation suggests deception, exploitation and a deliberate attempt to influence someone against their better judgement, which is hardly the language most brands want associated with their work.

Marketing is, ultimately, about changing behaviour
The uncomfortable truth is that marketing is designed to change behaviour, whether that means shifting perception, prompting consideration or driving action. The real question is not whether we influence people, but what we use that influence for and whether it creates genuine value.

In a battle for attention, marketers use creativity, emotion, data and behavioural insights to understand what makes people stop, engage and act. As those tools become more sophisticated, so does our ability to influence behaviour. There is nothing inherently wrong with that. Understanding people is fundamental to effective marketing when it is used to make products more relevant, communicate genuine value and solve real problems.

Where influence becomes something more uncomfortable
The distinction lies in whether influence is being used to create genuine relevance or exploit vulnerability. This line can be crossed through manufactured urgency, unnecessary consumption or tactics designed to trigger fear of missing out. Helping someone recognise the value in a product is fundamentally different from convincing them they need something they never wanted, particularly as data, targeting and personalisation gives brands greater influence across the customer journey.

Social platforms, creators and AI have made that influence more visible, with consumers increasingly aware of why content reaches them and how their behaviour is being used. The same tools can create genuine relevance or exploit attention, making the intention behind how they are used increasingly important.

Trust is becoming part of marketing effectiveness
Responsible influence is no longer just an ethical consideration; it is a commercial one, because strong brand relationships depend on consumers seeing value in what they are being asked to give in return for their attention, money or data.

The strongest campaigns do more than drive an immediate conversion; they create a sense of value for both sides, giving people a reason to engage, remember and return. That means looking beyond clicks, views and sales to consider whether marketing is creating a positive exchange that builds lasting brand value, rather than simply prompting a one-off action.

Perhaps it is time to be more honest about influence
The industry does not need to rehabilitate the word ‘manipulative’, but it does need to be more honest about the power and responsibility that comes with influencing behaviour, particularly as technology gives marketers greater insight into what captures attention and drives decisions.

The opportunity is to use that understanding to create work people genuinely want to engage with, whether through products that solve real problems, stories that reflect culture or experiences that offer value beyond the transaction.

The most effective marketing does not convince people they need something they do not, but creates enough relevance, value and connection that they are open to being influenced. In an industry built around changing behaviour, that distinction can be the difference between generating a response and building lasting trust.