When we think of doing good, we often think of charity.
Yet, often overlooked and underestimated is the prolific common good advertising often accomplishes en masse. You may have seen the Hershey’s commercial set in a high school, where a student offers a chocolate bar to open up communication with another student who is deaf. It’s often common catalysts that open doors to more meaningful experiences. For example, a visit to a park inspiring a healthier lifestyle; or a $7 book that makes a person rethink how they live life.

So… what’s so great about…

…a dish soap that removes grease faster?
It saves a mother ten minutes of irreplicable time. Instead of washing dishes, she can now enjoy those moments. For a terminally ill person that means much more.

…a teeth whitening product?
The surge of happiness people feel, from others more emboldened to smile at them.

…a simple stylized notebook?
It’s an inspiring place for a student to write their ideas on how to improve the world.

…the latest pop song?
That it could be the prior student’s personal hype anthem, energizing them to actually run for class president. Then, to go on as one of history's great leaders, bringing much good to the world.

…another trendy “vapid” makeup palette?
That it could invigorate a shy person to embrace fun more, and attend that party or class. Perhaps there, they meet people they will form lifelong friendships with. Does it matter if it was a motivational quote or cool look that got the shy person there? A life filled with subsequent meaningful friendships, laughter, and cherished memories eclipse the initial catalyst. What ultimately matters is that the person showed up.

…a can of wall paint?
The soothing ambience a paint color can infuse in a home. In a world where people can encounter chaos, stress, and pain, access to peace is essential. Paint imparts color. Yet also has the power to create a sense of calm and safety in a space for people to decompress, recharge, recenter, and reapproach life.

All these are common pathways to enriched life experiences.
To engage more in life do we really need the grease-cutting dish soap, the teeth whitening product, the stylized notebook, the hype song, the trendy makeup palette, or the can of paint? Well no, of course not. We could experience enlightenment sans anything material. Yet, the items mentioned are common ways of infusing opportunities, inspiration, ease, and excitement into the experience of life. When we only get one life here, isn’t making the most of it, what life is all about?

Advertising is a form of democratized consumer empowerment.
It doesn’t matter if a person is into Socrates, Spotify, or sparkly lip gloss. Advertising can reach many people wherever they are, internally and externally. It provides people with ideas, inspiration, opportunities, tools, and resources, to invest in their own lives. It equips people with keys to create experiential realities they most desire. People are empowered to level up in life, from wherever they find themselves. It's pragmatic access to greater enlightenment and significance. Yet, it doesn't first require people to be philosophically inclined or erudite to participate. It provides individuals of a variety of demographics options to architect scenarios most meaningful to them.

Optimal brand content facilitates connection.
Ideally, businesses reach and resonate with people most enthused about their products and services. It creates a win / win dynamic. Brand accelerant and management services like branding, design, creative, web services, advertising, marketing, and PR, accomplish that. When these function optimally it doesn’t just create brand attention, it fosters business and consumer connection. Companies are facilitated to maximize consumer engagement, sales, and brand loyalty. Consumers are able to perceive more than products and services. Rather, to see them as ideal solutions and experiences. When brand accelerant and management services are optimal, business and consumer outcomes are ideal and enduring.