This Is the Key to Good Nonprofit Marketing
Adam Smith, father of modern economic theory, believed it wasn’t the butcher’s benevolence that provided the dinner on your plate, but from the butcher’s regard for himself and self interest. Smith illustrates that wealth is a deception of happiness and virtue. The butcher made the meal not because he felt you deserved not to go hungry, but because the butcher believed that generating wealth from his craft will provide happiness for him. We are taught to chase success, and that from success, happiness is derived.
But as studies have shown, and many people have experienced, success and wealth don’t equate to happiness and feeling purposeful. It is this paradox that’s starting to shift consumer behavior. With this realization that happiness doesn’t equate to wealth and success, consumers are driven by prosperity as much as they are driven by their emotions.
