In search of the genuine.

Jay Mavani
2 min readApr 3, 2024

Unveiling authenticity amidst the marketing haze.

In the vast landscape of the internet, one can stumble upon an array of heartwarming stories and inspiring acts of kindness that reaffirm our faith in humanity.

From fundraising campaigns for those in need to viral videos showcasing acts of selflessness, the world wide web is indeed brimming with the goodness of people from all walks of life.

However, amidst this sea of so-called positivity, there exists a subtle yet pervasive presence that can (rightfully) taint our perception of these good deeds — the good ol’ lens of marketing.

Marketing, with its aim to promote products, services, or even ideologies, often finds its way into the portrayal of these acts of kindness.

What may initially seem like a genuine and altruistic gesture can sometimes be a meticulously crafted campaign designed to evoke specific emotions and garner attention for ulterior motives.

Whether it’s a brand seeking to enhance its image through philanthropy or an individual leveraging their good deeds for personal gain, the line between authentic generosity and strategic marketing sure is blurry.

This phenomenon should raise questions about the authenticity and purity of the content we encounter online almost on a daily basis.

Are these acts of kindness genuine expressions of compassion, or are they calculated manoeuvres to manipulate our emotions and drive engagement?

As viewers, it’s becoming essential to approach such content with a discerning eye, acknowledging the possibility of underlying marketing tactics at play.

However, it’s crucial to also recognize that not all instances of marketing associated with good deeds are inherently deceitful or malicious.

Many brands and individuals use their platforms to raise awareness for important causes genuinely and contribute positively to society — and we’re all for it.

The challenge therefore, lies in navigating through the noise of marketing strategies to recognize the genuineness + sincerity behind these actions.

In essence, while the internet serves as a platform for showcasing the myriad acts of goodness in the world, one must remain vigilant against the distortion that marketing can introduce.

We can continue to celebrate the inherent goodness of humanity amidst the digital landscape as long as we maintain a critical mindset and seek out genuine, unfiltered expressions of kindness.



Jay Mavani

Jay Mavani (aka jaymavs) loves to express his passion for problem-solving, creativity, philosophy and humour by playing with various canvases.