Reflections on Positive Psychology and its influence on the role of Marketing Manager
- Maria Eduarda Barreto
- 18 de jun. de 2024
- 3 min de leitura
Last year I went back to studying. Unlike what the market might expect of me today, I didn't update my marketing for the digital world with a focus on artificial intelligence and data analysis.
I decided to study psychology. An area of science that has always sparked my curiosity, inspired me and, even though I wasn't sure how I would use the knowledge I acquired, I decided to give it a chance. Since graduating as an advertiser and better understanding market dynamics, I have always been concerned about how my work could contribute to society. I believe that this restlessness led me to psychology and to the Postgraduate course in Positive Psychology at PUCRS, which I started in 2023.
Psychology and Marketing
This year (2024), to close this cycle that was filled with a lot of knowledge, I need, like any student, to submit my Course Completion Work (TCC) and I decided to write a series of articles to publicize the topic. Time has shown me how I could integrate what I've learned in positive psychology into marketing.
I believe that brands have a fundamental role not only in the economy but also in the society in which we live. As brand managers, we need to ensure that brands participate positively in this ecosystem, both from the inside out and from the outside in.
For those who arrived here by parachute, my name is Maria Eduarda Barreto, I am currently the marketing manager at Viasat, and I am excited to share with you a small part of what I learned throughout my journey in the Positive Psychology course and which I believe can be valuable to my professional colleagues who want to contribute more in this world.
Defining my research problem
We live in a world where the search for purpose and meaning has become a necessity for many. In this scenario, brands also play a role. But how can they achieve this?
We are facing a paradigm shift in contemporary marketing, where brands are no longer seen just as commercial entities, but also as agents of social change. This is where, in my opinion, there is a connection with Positive Psychology, and the PERMA model proposed by Martin Seligman is a great resource for reflection. This model highlights five fundamental elements of human well-being: positive emotions, engagement, relationships, meaning and fulfillment.
So I wonder: is it possible for brands to have purpose ('meaning') according to what is said in positive psychology?
The main objective was to analyze the relationship between the purpose of brands and the concept of 'meaning' in the PERMA model, investigating its potential to contribute to social well-being.
So let's start.
Over the next five articles, I will explore the research topic based on the chapters of my postgraduate course completion work in Positive Psychology at PUC-RS. Each article will address a specific aspect of this research, providing insights and promoting deeper reflection on the role of brands in building a more just, sustainable and humane world.
This is an article that is part of a series based on my postgraduate thesis in Positive Psychology.
Introduction - Positive Psychology for Marketing Managers
03 - Relationship between the Purpose of Positive Psychology and the Purpose of Brands
04 - Branding and brands' contributions to society: final reflection