Copywriting is essential art for a marketer. But very often it is used as a tool of propaganda.
It is used to build a narrative that might be unreal. To build a feature in a product that never existed. To showcase the success story that never happened. To express gratitude and value addition where pure indifference rules.
It was no surprise when I came across an article by The Guardian and found how copywriting can be used to greenwash climate change.
The point is simple.
Copywriting, like any other skill, when stripped of values, becomes a tool for profiteering as its end goal, however hard a business might stress that they want to improve customers' lives on their website copies.
Having said this, I realize that as a marketer, we all have a huge responsibility riding on our shoulders.
To write that copy or not. That's the ultimate question.