Marketers tend to target the human behaviour. Human beings, because of various different influences may depict diverse behaviour in a similar situation. This behaviour distinctiveness not only applies to the consumers but also to the shareholders and the stakeholders. The analyses of this behaviour help the marketers to find out means and methods through which they could exploit this vulnerability and diversity in human behaviour and attitude. Awareness in this context urges marketers to focus more and more to study human behaviour and its implications. The private sector, because it is more profit oriented is more inclined and financially in a more sound situation to analyse and exploit this diversity. This interest in the study of human behaviour brings on the surface a lot about the psychology of humans and though this study is taken with the primary objective of profit maximization it certainly contributes in the social development. Effective marketing activities also boost up the economy of a country and put the country on the pedestal of growth and development in spite of the fact that critical marketing claims it to be a synonym of exploitation. This is so because it promotes and encourages the consumption of various products which are hazardous for the society. It is also said to develop and provoke materialism and wellbeing. The marketing activities should not compromise the quality of life of the people and their health for more and more financial gains (Hastings and Michael, 2003).
Comprehension and analysis of critical marketing not only gives a precise definition to the problem and its root causes but also gives out appropriate solutions for the same. It is certainly not strange and alien in the contemporary world as words like corporate social responsibility and social development. Companies have to accept the approach of critical marketing and that profits and social wellbeing cannot go independently and to sustain in the world it is very important to synchronize both of them for long term sustenance and benefit of the firm.