Persuasion vs. manipulation has been a hot topic in marketing for years. Persuasion is understood as a process that uses written or spoken words to change a person’s attitude or behaviour toward some event, idea, object or other person(s). Manipulation is understood as skilfully managing or influencing people, especially in an unfair manner. Between the two concepts lies a thin red line, which authors like Martin Lindstrom have used to produce bestsellers like Brandwashed: Tricks Companies Use to Manipulate Our Minds.
Our team at ESADE works with a different idea – market orientation – which involves organisations that make changes in products or services for particular purposes, both commercial and social. In essence, the idea is to serve the motto of George R.R. Martin: “When you know what a man wants you know who he is, and how to move him.” Let’s manipulate our solution to make it more attractive.
Hubbub is an organisation with no definitions or mottos: they just like good challenges. When they saw that traditional wellness programmes weren’t working, they challenged themselves to create a better solution. So they manipulated a bid to reduce litter on the streets of London: residents were encouraged to throw their cigarette butts into a special kind of bin – a fascinating and cleverly manipulated bin. Cigarette smokers outside Embankment station can use the new cigarette butt boxes to cast their vote on who they think is the world’s best football player: Cristiano Ronaldo or Lionel Messi.
This is a fun theory approach used in social marketing. More examples: the Peppermint Pointillist displays, also in central London. In this case, Hubbub had to solve a sticky issue: the average piece of chewing gum costs 3p to buy and £1.50 to remove. So a solution was
manipulated: stick your gum on a ‘x’ to reveal an image or fact.
I love these guys: manipulating objects for social good.