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October 24.2025

2 Minutes Read

How Marketing Strategies Can Address Tuberculosis and Social Equity

Understanding the Connection Between Marketing and Tuberculosis

In his recent book Everything is Tuberculosis, John Green dives deeply into the rich historical interplay between marketing and tuberculosis (TB). Far from just a medical issue, TB provides a lens through which we can analyze branding and societal values. For instance, the hatmaker John B. Stetson created the cowboy hat as a response to the challenging climate he encountered while seeking relief from TB, illustrating how personal challenges can drive innovation in branding.

The Value of Passion Projects in Marketing

Green's adventures in marketing reveal a powerful lesson: passion projects can lead to successful outcomes. His work on educational YouTube channel Crash Course exemplifies this. The initial buzz generated by student recommendations created organic marketing, underscoring the importance of authentic engagement rather than forced advertising. This bottom-up strategy could resonate with businesses today, emphasizing the need to foster community connections rather than just focusing on metrics.

Current Trends: The Marketing of Injustice

Green's perspective on TB highlights a broader social injustice, rooted in lack of access to treatment and stigma, making a compelling case to marketers and agencies. It raises a thought-provoking question: How can marketing agencies use their platforms to raise awareness about social issues? By reframing TB as a central theme in content, marketers can tackle societal challenges, leveraging their skills in service of equity and awareness.

The Future of Marketing: A Call for Change

As TB remains a leading cause of death globally, marketers have a unique opportunity to harness their influence for good. John Green's call for action urges marketers not to shy away from difficult subjects but to see them as avenues for advocacy. By integrating social equity into marketing narratives, organizations can create campaigns that resonate on a deeper level and provoke meaningful societal change.

Proactive Engagement from Marketers

Ultimately, as Green asserts, we know how to eradicate TB but often hesitate due to resource allocation. Similarly, marketers have the power to change narratives, confront stigmas, and prioritize values that can transform the industry. They must ask themselves: How can we mobilize our resources to tackle not just consumer goods but also health crises like TB? This signifies a transformative shift in how products and ideas can be shared.

As we embark on this journey of marketing and social responsibility, engaging actively in these conversations is paramount.

Marketing

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How Marketing Strategies Can Address Tuberculosis and Social Equity

Understanding the Connection Between Marketing and Tuberculosis

The Value of Passion Projects in Marketing

Current Trends: The Marketing of Injustice

The Future of Marketing: A Call for Change

Proactive Engagement from Marketers

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