The Vital Role of Marketing in Supporting Our Food System

Marketers have the power to help supply and demand—and harm it

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Advertising and marketing are the most direct links consumers have to many industries, and marketers are the ones crafting the messages they hear. The stories we write can transform consumer landscapes, shape industries, grow or shrink brands and support or hinder livelihoods.

In perhaps no industry is this truer than food and agriculture.

Articles, studies and public policies show just how impactful food advertising is on society’s changing tastes and preferences. Our ability to sway public opinion not only alters what America eats, but it can also foster skepticism about common agricultural concepts.

When we advertise food brands, we’re not just selling products—we’re painting a picture that is often the only image consumers ever see of our food system.



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This story first appeared in the Oct. 11, 2021, issue of Adweek magazine. Click here to subscribe.