How to Use Mimetic Theory to Boost Sales and Foster Community on Social Media, Dark Marketing Reflections

“The distance between Don Quixote and the petty bourgeois victim of advertising is not so great as romanticism would have us believe.” ― René Girard

Don’t be fooled.

What comes next was written by ChatGPT, but of course, prompted by my insight and curiosity. It is a merge of the thoughts I had while reading René Girard and Albert Camus, and how my understanding of marketing changed while reading them.

There is a dark, very dark side to marketing, that can definitely be used badly, and exploited for self-enrichment, or in a good way, for a gradual increment in consciousness and openness, of everyone. Use it as you please, I hope it’s for the good.

Ricardo Guada

Understanding Mimetic Theory: The Dual Nature of Human Desire

René Girard's mimetic theory offers profound insights into human behavior, especially in the context of marketing. At its core, Girard's theory suggests that our desires are not inherently our own but are imitative. We desire things because others desire them, a phenomenon he describes as "mimetic desire." This creates a fertile ground for marketers to exploit these desires, especially in the age of social media.

To fully grasp how mimetic desire functions, it’s important to differentiate between two types of desires that Girard identified: metaphysical desire and physical desire.

Metaphysical Desire (Desire of Identity)

Metaphysical desire goes beyond the practical utility of an object. It is about seeking something that represents a particular identity or status. This type of desire is driven by a need for social recognition and validation. When people desire something not for its inherent value but for the prestige and status it confers, they are engaging in metaphysical desire.

Examples of Metaphysical Desire:

• Luxury Brands: Purchasing a high-end brand like Lulu Lemon or a luxury car like a Ferrari, not necessarily for their superior quality but for the status symbol they represent.
• Social Media Trends: Adopting a lifestyle or fashion trend popularized by influencers and celebrities to gain social approval and recognition.

Metaphysical desire is inherently competitive because it’s based on social comparisons. People want to emulate those they admire or see as successful, which can lead to rivalry and conflict, due to their “look, I have these objects of desire, therefore, I’m better than you”.

This type of desire is often amplified by social media, where the curated lives of others create a constant benchmark for comparison.

Physical Desire (Desire of Utility)

Physical desire, on the other hand, is grounded in the practical and functional value of an object. It is about wanting something for its inherent usefulness and the benefits it provides. This type of desire is straightforward and utilitarian, focusing on how an object can meet one’s needs or improve one’s life.

Examples of Physical Desire:

• Household Items: Purchasing a reliable washing machine because it effectively cleans clothes.
• Food and Essentials: Buying groceries or household supplies based on necessity and quality.

Inherently Good Experiences: Beyond physical objects, there are experiences and contributions that hold intrinsic value:

• A Beautiful Sunset: Enjoying the natural beauty of a sunset, which provides a sense of peace and wonder.
• Meaningful Conversations: Engaging in deep, fulfilling conversations with friends that enrich our lives.
• Acts of Kindness: Contributing positively to someone’s life through acts of kindness and support, which fosters a sense of community and connection.

While physical desire is more about meeting practical needs, it still is influenced by social factors. However, the primary motivation is the utility of the object, not the social status it may confer. In the same vein, inherently good experiences and contributions are valuable in themselves, providing fulfillment and meaning without the competitive edge of metaphysical desires.

Marketing in the Age of Social Media

In the age of social media, the lines between metaphysical and physical desires can blur. Platforms like Facebook, Instagram, and TikTok are designed to showcase lifestyles, success, and possessions, often fueling metaphysical desires.

Consumers are bombarded with images and stories that make them aspire to the identities and statuses they see online, leading them to prioritize these over their actual needs.

For marketers, understanding these dual aspects of mimetic desire is crucial. It allows them to craft strategies that can either exploit these desires for short-term gains or promote positive values and authentic connections for long-term sustainability.

Exploiting Dark Desires: The Shady Side of Marketing

Many brands capitalize on the darker aspects of mimetic desire. By leveraging the power of social media, they amplify consumers' desires for prestige and social validation. Platforms like Facebook, Instagram, and TikTok are filled with images and stories that make us envy others' lifestyles and possessions. This can lead to a cycle of unhealthy competition, dissatisfaction, and social discord.

Examples of Shady Marketing Tactics:

1. False Scarcity: Creating a false sense of scarcity to drive demand and make products appear more desirable.
2. Social Proof Manipulation: Using influencers and fake testimonials to create a facade of popularity and desirability.
3. FOMO (Fear of Missing Out): Crafting marketing messages that exploit consumers' fear of missing out on trends, events, or products.

Promoting Positive Values: The Ethical Side of Marketing

However, marketing doesn't have to be manipulative or exploitative. By understanding mimetic desire, we can use it to promote positive values of cooperation, care, and community. Here’s how:

1. Highlighting Authenticity and Utility: Instead of focusing on prestige, emphasize the genuine value and utility of your products. Show how they can enhance the daily lives of consumers in meaningful ways. Authentic stories and real-life testimonials can create deeper connections and loyalty.
2. Fostering Community and Cooperation: Build a sense of community around your brand. Encourage cooperation and support among your customers. User-generated content that showcases how your products bring people together can promote a more positive and inclusive brand image.
3. Ethical Storytelling: Use storytelling to convey ethical values and inspire positive behavior. Share narratives that highlight the importance of care, cooperation, and mutual support. This not only differentiates your brand but also fosters a more positive social environment.
4. Transparency and Trust: Be transparent about your business practices. Trust is a crucial component of any positive relationship, including the one between brands and consumers. Ethical practices and honest communication build trust and long-term loyalty.

Case Studies: Positive Marketing in Action

1. Patagonia: Patagonia’s marketing strategy emphasizes environmental sustainability and social responsibility. They encourage their customers to buy only what they need and promote the repair and recycling of their products. This approach fosters a community of like-minded individuals who value cooperation and care for the planet.

A note here, by the author. As you know, a Patagonia vest has now become the symbol of the “finance bro”, this is a metaphysical mimetic desire at its best, and the finance world, as we know, is quite competitive. Simple, who has more money?

1. TOMS Shoes: TOMS has built its brand on the promise of giving back. For every pair of shoes purchased, they donate a pair to someone in need. This model promotes a culture of care and cooperation, resonating with consumers who want to make a positive impact through their purchases.

You get the point. My advice, for your company, be real, being real is cool. People are going to imitate, regardless, so better be you the cool kid promoting good values.

Incorporating René Girard's mimetic theory into your marketing strategy can help you understand and influence consumer behavior more effectively. By promoting positive values of cooperation and care, rather than prestige and competition, you can build a more sustainable and ethical brand. This not only enhances your brand image but also contributes to a healthier and more inclusive society.

Ready to transform your marketing strategy? Embrace the principles of mimetic theory and promote positive values. Follow me on LinkedIn for more insights on ethical marketing and how to create lasting, meaningful connections with your audience.