It seems as though it should almost be common sense that if
you don’t want to be seen “on the grid,” then you should be living “off the grid.” People often live in a
state of knowing what they want, but not wanting to seem predictable. They also
know what they want until they have it. Suddenly then, whatever they were
looking for seems far less appealing.
If someone goes missing, or a crime has been committed,
suddenly all the information needed to track that person down (i.e. security
camera recordings, bank withdrawals, credit card purchases, etc.) are priceless
information. The regular Joe-Schmoe who lives down the block and minds his own
business often times sees this as an invasion.
Target has been forthcoming on its ability to data-mine
information about its customers. Studying what these purchase habits may be,
helps Target better understand the needs of its biggest consumers showing them
great deals the store has to offer that is geared towards what they may be
looking for. In my opinion, it’s “crazy” to see how my purchasing habits can
influence Target’s marketing people to understand what I may want more of, or
what I may need in the future. I think this strategy is pure business genius.
Evil genius? Yes, But genius nonetheless.
This also doesn't necessarily apply to JUST women, but it's funny
I remember a few years ago seeing the biggest generation gap
firsthand when it comes to information storage like this. I was on a cruise
vacation and walking up and down the “Promenade” deck where some really great
deals were going on to celebrate the end of the cruise. I, a sucker for a great
deal, stopped at the jewelry counter where you could buy silver bracelets for
$1 per inch. As I perused my options, the woman behind the counter was taking
care of an elderly woman buying a bracelet for her granddaughter. As most (if
not all) cruise vacations go, the employee asked to which room number she
should bill this transaction. This woman was beyond infuriated that the
employee had asked her this information.
“I don’t want people on this boat knowing where I’m staying!
I don’t understand why I can’t just pay you here. All week you’ve all been
asking me which room I’m staying in, and I DON’T WANT TO TELL YOU. That’s an
invasion of my privacy! Maybe it’s because you’re not an American, but in
America this wouldn’t fly. This is ridiculous. I should be able to go back to
my room in peace and not have to think about how many people know I’m staying
there!”
Knowing what it’s like to be an employee who gets yelled at
for things beyond their control, I wanted to stick up for this poor girl. I
could see it in her eyes that she wanted to tell the lady off, but knew better.
Had the young granddaughter not been standing there, I would have given this
customer a piece of my mind in the employee’s defense. But then I also
remembered that this woman remembers a time before credit cards, before the
Internet, before television even! Remembering how easy it was to live your life
worry-free without thinking someone knows something about you must be a fond
memory. Even the granddaughter tried to tell her grandmother “Grandma, it’s how
you pay! That’s just how it is!” But grandma didn’t want to hear it.
On some level, I think I rely on these marketing techniques.
I go to Pandora online all the time in hopes of hearing new music I have to
hear. I order office supplies at work through Staples and see Staples banner
ads on my personal Facebook page. While that’s annoying, since Erin-At-Home
couldn’t care less about paper and pen sales, it’s interesting to see how one
site leads to another.
Target’s use of data mining is not cause for ethical
concern. If you don’t like being followed, don’t purchase things with your
credit card. I personally think we should all be happy that people have cracked
a psychological code to help us better understand wants and needs in the
business place. It is important to understand that there will always be people
who will disagree with this. Many want to have their cake and eat it too. They
also want to buy said cake with their credit/debit card and want you to look
the other way on their purchase habits.
The Pluralism Theory in ethics shows there are two sides to
every coin. While Target hopes these coins land in their cash registers, their
approach can be seen as both wrong and right. People in this day fall victim to
purchasing things they often never need, but suddenly feel they must have it.
Target has found a way to research our habits and understand how to lure us in
with creative and subtle marketing strategies. Many people don’t like to be
figured out, but we ultimately like to have “pretty things.” The pluralism
keeps us in constant wonder as to whether or not these actions by Target are
really the right way to go. Yet people haven’t stopped shopping there. Many may
go under protest, but at the end of the day, Target is finding a way to bring
people in their doors. Since ethics, much like philosophy, is always up for
debate, the Pluralism Theory is proof that even though this course of action
may not be right, it’s simultaneously not wrong either.
This ethical debate is also a great example of
Mill’s Utilitarian Principle.
This principle of utility determines the “rightness” of acts by their effect on
one’s happiness. Pregnant women are going to
need cribs, highchairs, car seats, diapers, wipes, vitamins, etc. Fulfilling
these needs will make pregnant customers happy. Target is in business to help
you fulfill those needs in a one-stop-shop atmosphere. You can’t blame a
corporation for trying to squeeze a few more pennies out of you with impulse
buys either.
(I’m not sure how Target does this, but they get me to spend
close to $50 more than I ever anticipate every time I go in there. I’m not even
mad)
Mill’s principle is two-sided. Customers of Target are being
lured in by deals specifically geared towards them. Target wants to make them
happy knowing they can find these items at their stores. Many may not realize
this because Target randomly places the ads and coupons customers are looking
for amidst items they have no desire to purchase. Many customers are happy to
see sales for items they want and need. They are also happy when they feel this
has all happened by chance rather than reason. Target is happy that few people
are on to their schemes and even happier every time the cash register rings yet
another transaction.
It is possible to also suggest that this particular case is
an example of
Communitarianism as well.
As stated in the link, This ethical theory is a debate of how individuality and community
influence work together to create a particular culture.
This theory may raise more questions than
definitive or opinionated answers, but it is interesting to consider. A
community can be defined as a web of relationships among individuals that
crisscross and reinforce one another. Historically, communities have been small
and localized. With the exponential emergence of chain stores like Target, our
definition of community is vastly changing. Corporations like this influence
style, spending and understanding of our world.
Individuals who are well-integrated into
communities are better ale to reason and act in responsible ways than isolated
individuals. But if social pressure to conform rises, this could undermine the
individual self.
Target has influenced our community (read: our nation) as a
whole. They have found a way to be the influential, well-integrated member of
our society. They understand how we think, feel and act as individuals. In
turn, we fall prey to their persuasive techniques. This could cause many women
to walk around with the exact same, mass-produced, diaper bag thus being less
individual. But, they will fulfill the need and community expectation that
mothers should have their babies’ belongings in one, fashionable bag.
There have been many times in my life where I have found
myself saying one of two things
1) “You’re not mad at what I just said. You’re just mad that I called you out
on something you didn’t realize about yourself.” (Often times, the people I’ve
said this to find themselves agreeing to this statement - even if they’re not
happy to realize it).
2) “I may not always be right, but I’m never wrong.” (I
mostly just say this one to ruffle people’s feathers, but I’ve been pleasantly
surprised when people have agreed with me).
Overall, people over react at the idea of being tracked by
corporations. These major companies don’t want to haunt you in bed at night.
They just want you to sleep peacefully in the bed you bought from them. Target isn’t wrong in trying to figure out
what makes people tick and how to get them to buy items from them. It may not
be right in the eyes of some, but it
isn’t wrong either. I think many
people also just don’t like knowing that people can figure out what their next
plan of action will be, or what else they might want. If they don’t explicitly
say it themselves, they don’t want people to think anything about them. Advertisers
and PR practitioners should be wary at their approach and should probably stay
under the radar to keep people less concerned, or “creeped out,” but their
practices are a win-win to make money and help people find the things they’re
looking for.