Our Brave New Marketing World

Let our journalists help you make sense of the noise: Subscribe to the Mother Jones Daily newsletter and get a recap of news that matters.

Nearly every day I find myself thinking that we’re slipping closer and closer to the dystopian marketing world that was mere satire half a century ago in The Space Merchants.1Here’s the LA Times today:

Picture this: You stop in front of a digital advertising display at a mall and suddenly an ad pops up touting makeup, followed by one for shoes and then one for butter pecan ice cream. It seems to know you’re a woman in your late 20s and, in fact, it does. When you looked at the display, it scanned your facial features and tailored its messages to you.

….Kraft said it’s in talks with a supermarket chain, which it would not identify, to test face-scanning kiosks. “If it recognizes that there is a female between 25 to 29 standing there, it may surmise that you are more likely to have minor children at home and give suggestions on how to spice up Kraft Macaroni & Cheese for the kids,” said Donald King, the company’s vice president of retail experience.2

What’s most unnerving about this to me isn’t the technology itself, which is inevitable. It’s not even the obvious next step beyond just age and gender targeting, which has been common practice forever. It’s the fact that I know most people don’t even object to this. It’s just a better way of making sure that you only see ads for stuff you’re interested in, after all. And what’s wrong with that? We’re busy people, you know.

But I am a dinosaur and I already dislike the fact that virtually every major chain store — and really, what other kind of store is there these days? — demands that I pay an artificially jacked up price unless I agree to let them maintain a database of every item I’ve ever bought from them. They’ve fooled most of their customers into believing that this is actually a discount program, but I remain a heretic on this score. I’m decidedly unexcited by the prospect of every marketing broker in the country having access to my lifetime purchasing history for a small fee. And I’m even more decidedly unexcited by the prospect of this purchasing history following me around from POS display to POS display wherever I go.

But I’m losing this war and I know it. I’m rich enough that I can afford to refuse to play just out of sheer cantankerousness, but most people can’t. They just can’t afford to pay 10% more for everything they buy as the price of a bit of privacy. I only wish that all these people at least felt aggrieved about this state of affairs instead of being cheerfully convinced that it’s all being done for their glorious benefit by the generous and civic-minded purveyors of America’s retail emporia.

1Double criminally left off NPR’s list of the 100 best SF and fantasy books. (“Double” because not only is it a great book, but it kills two birds with one stone by getting both Fred Pohl and Cyril Kornbluth onto the list.)

2Vice president of retail experience? Seriously?

THE TRUTH IS...

what drives Mother Jones' team of 50-plus journalists. The truth is powerful, as evidenced by how hard those with something to hide, or profit to gain, seek to discredit it. The truth, stated boldly and reported meticulously, is what draws so many readers to Mother Jones.

And the truth is, going into the final 4 days of the year we still needed to raise $TK to hit our $350,000 goal and start 2021 on track. It's nerve-wracking, wondering if the big spike we normally see at the end of December is going to be another thing that doesn't go as planned in 2020, or worse, if, now that Donald Trump is set to leave the White House (for longer than a taxpayer-funded golf trip to a property he owns), folks might be pulling back from fighting for the truth and a democracy and think the hard work is done.

It's not, and if you can right now, please consider a year-end donation to support our team's fearless nonprofit journalism so we can close that big fundraising gap and finish the year strong, ready for all that's ahead in 2021. Whether you can give $5 or $500, it all matters in keeping us charging hard, and we'd be grateful.

payment methods

THE TRUTH IS...

what drives Mother Jones' team of 50-plus journalists. The truth is powerful, as evidenced by how hard those with something to hide, or profit to gain, seek to discredit it. The truth, stated boldly and reported meticulously, is what draws so many readers to Mother Jones.

And the truth is, going into the final 4 days of the year we still needed to raise $TK to hit our $350,000 goal and start 2021 on track. It's nerve-wracking, wondering if the big spike we normally see at the end of December is going to be another thing that doesn't go as planned in 2020, or worse, if, now that Donald Trump is set to leave the White House (for longer than a taxpayer-funded golf trip to a property he owns), folks might be pulling back from fighting for the truth and a democracy and think the hard work is done.

It's not, and if you can right now, please consider a year-end donation to support our team's fearless nonprofit journalism so we can close that big fundraising gap and finish the year strong, ready for all that's ahead in 2021. Whether you can give $5 or $500, it all matters in keeping us charging hard, and we'd be grateful.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate