Following these six democratic principles – on the part of both consumers and marketers – will lead to better marketing.

Exchange

The act of exchange between a buyer and a seller can create value for each and also create value for society. Exchanges are fair, equitable and socially responsible.

Consumption

Marketing offers consumers the opportunity to consume innovative products and services that improve the quality of life. It does not promote the consumption of products that harm consumers.

Choice

Choice strikes a balance between diversity and confusion. There are meaningful differences among choices and benefits, real and perceived, that stem from the provision of different choices.

Information

Marketers inform consumers with minimal intrusion. They make information interesting and relevant. They scrupulously protect the information they collect about consumers.

Participation

Marketers empower customers; engage them in the design and production of goods and services; the solicit, listen to and act on the information customers give them.

Inclusion

Marketers reach out to all consumers; they respect diverse values and cultures.

Excerpted from: John A Quelch (2009) “Holding a Mirror up to Marketing,” Marketing Management, November/December 2008, pp. 21.