As a marketer with experience in a variety of companies I can say that there are lots of marketing opportunities out there that one can do without parking your conscience at the door. First there are many products not targeted to kids…health care products, household goods, cars, etc. And, yes, a marketer sometimes has the opportunity to exploit another group of folks besides kids marketing these products.

But, a it depends on the product and company. Many, perhaps the majority of companies do NOT advertise, instead rely on distribution to sell the product (many office products, many hardware items, etc.) Many companies, not the glamorous ones merely create a good product and sell it folks.

And…if you are interested in children’s products, there are a number of up and coming companies that sell products that are good for kids. Is it bad to use marketing tactics to encourage kids to pester their parents to buy products that are good for them?

This new generation of marketers will have to answer that question.

Sad to say, though, results from a new study reported in this month’s Harvard Business Review suggest that doing good doesn’t mean doing well. Joshua Margolis and Hillary Elfenbein gathered data from 167 studies over the past 35 years on profit from socially responsible corporations. Doing the right thing didn’t hurt shareholders, but in only 2% of the studies did it help with profits. Scandals, not surprisingly, do hurt the bottom line, but the authors observed that only anecdotally, and they noted that it’s difficult to estimate the likelihood of getting caught in the first place.

All of this brings out the commie-pinko-creep in me that predicts that as long as business leaders and their stooges in government, the mass media, and the academy embrace the bottom line as the only bottom line, you will have a challenge on your hands as a Future Ethical Marketer of America. (Wait, FEMA–that doesn’t work).

Still, I am heartened to read your thoughtful essay on the subject. Dig hard and stay true to your values. You will find a way to effect positive change, even in your line of work.