The best innovation in marketing happens outside of marketing.
I found out that in 2022, a former Japanese Prime Minister, Shinzo Abe, was assassinated.
Why?
He had connections with the Unification Church — a controversial religious corporation in Japan famous for its brain-washed followers and mass weddings.
The story of the man who assassinated the Prime Minister highlights the manipulative tactics of the Unification Church.
He recounts his mother's decision to donate their life savings to the Church instead of using it to save his younger brother from cancer, ultimately leading to his brother's passing and their bankruptcy.
But how does a cult manipulate people to donate their life savings to the church instead of saving the life of a family member?
The opportunity cost was wild.
But she still chooses.
And she chooses death and bankruptcy.
Love bombing to acquire and activate
Cults use "love bombing" as an emotionally draining recruitment strategy and that it is a form of positive reinforcement. [Source]
This works because humans have a natural need to feel good about who we are, and often we can’t fill this need on our own.
The unification church (although a bad organization) spread like wildfire.
Love bombing was one crucial element of their strategy.
Love bombing is when you shower someone with affection and attention.
We can borrow the foundational principles and truly influence consumer behavior for greater good.
I'm not totally sure how yet but I'm going to find it out how to creatively apply this in a way that positively impacts the world.
But for now, I leave you with this thought — religions and cult organizations are really good at consumer behavior.
We have to figure out how to bring that over to marketing.
Do you have any ideas how? Please let me know!
Best,
Khushi