As marketers, we have a responsibility towards our organisation and our customers. We want to establish a relationship that is meaningful and valuable for both sides, possibly one that lasts. And to do so, we often seek our audience in different channels, and eventually double down on the one(s) that proves to be better.

As human beings, though, we also have a responsibility towards our community. We want to contribute positively to it, possibly leaving it in a better state than when we first joined. There are different ways to do that, each one chooses those they are more comfortable with. But more often than not, we choose to participate, as pretending not to care and living on our own would feel quite alienating.

One can juggle the two responsibilities quite easily most of the time, perhaps even trying to build a narrative that makes the two outcomes match.

But it also happens that wanting to establish a meaningful relationship with an audience and positively contributing to the community become forces pulling in opposite directions. Think about pouring money into a channel that harms your community, that covers itself in good intentions, and that continues harming your community while increasing their profits.

When this happen, which of the two responsibilities should prevail?

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