Marketing's Roots in Psychological Operations: A Historical Perspective on Consumer Influence

The modern marketing industry has historical ties to World War I and World War II psychological operations, with techniques developed for wartime propaganda later adapted for commercial purposes. This transition has significantly shaped how products are presented and perceived, often influencing public opinion on what constitutes "healthy" consumption.

Joshua Steinman, in a recent social media post, highlighted this connection, stating, "The modern marketing industry was a bunch of ex CIA psychological operations types from the Second World War who realized they could do the same thing for companies." He further remarked, "That’s how we get modern companies selling us ancient South American animal feed and convincing us it’s 'healthy'." This perspective underscores a long-standing debate about the ethics and influence of marketing.

A key figure in this evolution was Edward Bernays, often dubbed the "father of public relations" and nephew of Sigmund Freud. Bernays, who worked for the U.S. Committee on Public Information during World War I, recognized the power of propaganda to shape public opinion. After the war, he applied these principles to commercial endeavors, rebranding "propaganda" as "public relations" and pioneering methods to "engineer consent" among the masses.

Bernays's campaigns famously manipulated public perception by appealing to unconscious desires and emotions. For instance, he successfully promoted bacon and eggs as the "all-American breakfast" by convincing physicians to endorse a hearty morning meal, thereby creating demand for a product surplus. Similarly, he orchestrated the "Torches of Freedom" campaign to encourage women to smoke in public, linking cigarettes to women's liberation.

The idea of marketing specific food items, including ancient grains, as "healthy" aligns with these historical tactics. While the direct involvement of "ex-CIA psychological operations types" in the post-WWII marketing of specific food products like "ancient South American animal feed" is a specific claim that requires further historical substantiation, the broader principle of using psychological insights to influence consumer health perceptions has a well-documented history in public relations and advertising. This approach continues to impact consumer choices and market trends in the present day.