Markets are always representative of societies where people from different backgrounds, professions, religions, castes, colours, requirements, and health sit together for different reasons and intentions.
In recent years, we have been facing a serious problem called “useless sittings.” This term refers to two different things: a thoroughly talented society that does not need to work hard for their grooming, and this is an impossible situation in an idealistic world. A misunderstanding of modernization causes this problem.
The other aspect of “useless sittings” is a society where hardworking young people support their parents financially by working while studying. It is a positive picture, as it shows young people actively preparing for the challenges of adulthood and contributing to their country’s economy. In a realistic and idealistic situation, this is possible. For example, in Pakistan, 64% of the population comprises young people studying, working, or preparing for the future.
Although Pakistan has almost a 90% chance of default within a few days, the young generation seems satisfied. This fact amazes me, as it seems impossible given the lack of job opportunities, practical studies, and information about the degrees they are pursuing. In a normal society, this level of satisfaction would be unimaginable. However, in this abnormal society, it seems to be the norm.
Marketing involves promoting and advertising a product to consumers needing to know its usefulness or uniqueness. Unfortunately, modern marketing often uses ridiculous techniques to advertise products.
For example, imagine a sensitive and crucial product being visualized for the progress of society, even though it goes against two theories of flourishing communities: one theory says that sensitive products should be hidden. In contrast, the other states that they can be displayed openly.
There is a natural attraction between the opposite genders, which can make survival in this world tough. For example, if a boy is called by both a boy and a girl simultaneously, he will likely pay more attention to the girl’s voice, even if it is not louder. Marketing exploits this human weakness for its benefit, disregarding society’s basic moral values. While this may be effective for marketing, it can harm societies where females are expected to be hidden.
I experienced this firsthand when I visited Emporium Lahore about five years ago. I was in the 10th grade and did not understand the outside world. A girl stopped me as I was leaving
the mall and asked me to listen to her words. I didn’t stop, but the group of boys behind me did. She was asking for funds for a social welfare trust.
I asked my friend why the girl had stopped me and why she was standing there. He replied, “You are too young for this.”
Five years later, while sitting at a mini-mart, I learned why my friend didn’t answer my question.
Boys are more likely to listen to and spend money on female voices. In this case, the organization used this marketing strategy by standing a girl at a mall opening and stopping boys for funds.
Now, consider a society where marketing uses nonsensical ideas like displaying girls to attract customers. In places like mini marts, it is common for boys and girls to sit, talk, and spend time together. It is representative of our society.
Society has two important pillars: underground, one (females) and the other that is visible (males). It is alarming when the underground pillar is brought above ground, and the visible pillar becomes the one supporting it.
Market owners often ask why we should stop using females as a source of customer attraction in marketing. They argue that without this, customers will not be attracted because of their mindset to seek opportunities to interact with the opposite gender. They mostly ask what changes it will bring if we keep females aside.
However, the answer is simple: a market is where we fulfil various needs, including food and other daily necessities. If we remove the use of females as a marketing strategy, it will help to engage our youth in more meaningful activities. Young minds will divide their time equally and will not spend half of their lives sitting in the market, staring at each other. Gossip will be limited, and the topic of discussion will not constantly revolve around the opposite gender.
By limiting this nonsensical mindset in marketing, markets can contribute to the development of our youth. Girls will no longer feel the need to wear makeup, and boys will no longer need to wear expensive clothing to be noticed.
I ask those who disagree why girls wear makeup and boys wear glasses in public places?