The Marketing Exploitation of Pain

In the world of marketing, there’s a fine line between empathy and exploitation. Unfortunately, some brands and individuals have mastered the art of crossing that line, cashing in on fear, grief, and uncertainty. It’s a tactic as old as time, but in recent years, it’s become increasingly brazen—and distasteful.

Take, for instance, the tragic deaths of Trayvon Martin, Sandra Bland, and countless others whose lives were cut short by systemic injustice. These moments of collective grief and outrage were met with an unsettling response from certain corporations and marketers. Suddenly, Diversity, Equity, and Inclusion (DEI) initiatives became the flavor of the month. Shelves were lined with products adorned in black empowerment slogans, and campaigns were launched to “stand in solidarity” with Black communities. But let’s be clear: this wasn’t about justice or equality—it was about profit.

Studies in consumer psychology have long shown that people are more likely to spend money under emotional duress. Funeral homes, for example, have capitalized on this for decades. Now, that same principle is being applied to everything from social justice movements to unemployment crises. When over 140,000 people lose their jobs, as we’ve seen recently, the vultures circle. Scammers, self-proclaimed “gurus,” and opportunistic marketers swoop in, offering masterclasses, coaching sessions, and public speaking trainings at exorbitant prices—some starting at $2,500 or more. These schemes prey on vulnerability, promising solutions to problems they can’t solve, all while draining savings that could have been used for basic necessities.

It’s a cruel irony: the very communities that are targeted for their buying power—Black spending power exceeds $1.4 trillion annually—are also the ones most often exploited. Marketers know that emotions drive decisions, and they use that knowledge to their advantage. But what’s even more insidious is how this exploitation perpetuates cycles of financial instability and emotional distress.

So, what’s the solution? Awareness is the first step. Recognize when a brand or individual is trying to profit from your pain. Ask yourself: Is this product or service genuinely helpful, or is it just capitalizing on a moment of collective grief or uncertainty? Seek out resources that are rooted in integrity and transparency.

But beyond that, we must turn to the things that truly sustain us: faith, community, and self-care. Prayer, fasting, and nurturing your spiritual being can provide strength and clarity in times of turmoil. As Jeremiah 28 reminds us, God has a plan, even when the world feels chaotic. There is provision and purpose beyond the noise of opportunistic marketing.

Let’s not allow our pain to be commodified. Let’s not fall for the illusion that a $2,500 masterclass will solve systemic issues or personal hardships. Instead, let’s invest in ourselves—our minds, our spirits, and our communities—in ways that are meaningful and sustainable.

The next time a brand tries to sell you solidarity or a self-proclaimed guru promises a quick fix, remember this: Your grief is not a marketing opportunity. Your pain is not for profit. You are more than a target audience. You are a person of value, deserving of respect and genuine support.

Stay vigilant. Stay strong. And most importantly, stay true to yourself.

— The Editor