Mistaking a marketing perspective for ethical analysis: when consumers can't know that they should want

Purpose The purpose of this paper is to point out the distinction between needs which marketing aims to satisfy, and the consumers' true needs for their own health and safety. While marketing professionals might cite consumer satisfaction as serving consumers, they are mistaking marketing for morality. Design/methodology/approach Gives reference to some articles of recent research literature on consumers in the marketplace, with emphasis on the consumers' not‐uncommon inability to know what they should need or want. Findings What satisfies or interests segments of consumers is not the same as understanding the consumers' interests. Originality/value Points out an important distinction that marketing professionals wish to ignore. What is in consumers' best interests, the proper or ethical decision, might not be what most consumers perceive as their needs. Sometimes, even if something is in the consumers' best interests, there does not exist a segment that knows it should be needed.