Selling the future self: inspiring growth or fuelling the illusion?

In 1989, psychologists Hazel Markus and Paula Ruvolo conducted an experiment to test the effect of “possible selves” on motivation and performance.

Participants were asked to imagine themselves in a positive or negative future. Some visualised a positive possible self, where they were successful in their careers and personal ambitions. Others visualised a negative possible self, where they faced failures and insurmountable obstacles. After this imagination phase, participants were given problem-solving and mental endurance tasks to measure their motivation and commitment levels. The results showed that those who had imagined a positive future demonstrated higher motivation, persistence, and effectiveness in subsequent tasks. In contrast, those who had visualised a negative future showed less engagement and lower resilience in the face of difficulties.

Markus and Ruvolo’s experiment demonstrates the power of mental simulation in driving motivation. 

However, in the real world, this mechanism can be distorted by unrealistic expectations.

Marketing exploits the same principle: imagining oneself as a better version of oneself pushes people to take action, but often, this projection is not neutral. If success is presented as an always out-of-reach goal, it risks creating a cycle of perpetual dissatisfaction. When the future self is turned into an unattainable ideal, motivation can turn into frustration, and the desire for self-improvement transforms into an endless need to buy and consume, never truly feeling satisfied.

The cosmetics industry: selling an unreachable vision

The cosmetics industry, for example, doesn’t just sell makeup and skincare products. iIt sells an entire vision of life, where beauty is a moral and social goal, never truly achievable but always within reach of one more purchase.

“Beauty” (whatever it may be) becomes a moral and social objective.

Cosmetic marketing relies on a cycle of induced necessity: it first imposes new aesthetic standards and then offers solutions to conform, creating perpetual demand. This mechanism is sustained by the promise of continuous improvement, but with a "redemption" that never fully arrives. 

The concept of beauty is treated almost like a religion, with rituals, disciplines, and sacrifices required to get closer to an ever more elusive ideal.

How many times, for example, have we been told that our "aesthetic problem" is simply due to our laziness in taking care of ourselves? The hope of becoming a better version of oneself is constantly fed but always postponed, pushing people to consume more and more.

Fear, urgency, and insecurity: the psychology of manipulation

Playing on fear, urgency, insecurity, and polarisation is an effective strategy in marketing and communication.

Basic psychological mechanisms, such as the availability heuristic, negativity bias, and the principle of social proof, make people pay more attention to content that alerts them or prompts an immediate reaction.

It often works (perhaps always). I can’t say for sure.

But in the end, that’s not even the real issue. The real question is: does ethics still matter?

We are faced with a choice: should we exploit these mechanisms to gain visibility, or should we build strategies based on values that reflect the kind of world we want to live in?

And what can you do if you choose to apply a different set of values?

For me, these are the fundamental strategies, or rather, the pillars I always strive to build upon, for a more conscious and ethical marketing:

1. Integrating realistic positive "possible selves" into brand storytelling

The way a brand tells its story shapes how the audience envisions its future. Instead of portraying customers as mere consumers, position them as protagonists in their own transformation.

✅ What to do: Build narratives that empower the audience as active participants in their growth.

Example: A fitness app promoting sustainable, self-driven progress.

❌ What to avoid: Exploiting feelings of inadequacy to drive impulsive purchases or dependency.

Example: A skincare brand using messaging like "Your wrinkles are showing: fix them now!"

2. Balancing messages to counteract negative framing

Framing influences perception. While sensationalism attracts attention, it erodes trust and fosters polarisation.

✅ What to do: Provide context and solutions that encourage analytical thinking and informed decision-making.

Example: A cybersecurity company educating users about digital safety with verified insights.

❌ What to avoid: Alarmist messaging and artificial urgency that induce anxiety and pressure immediate action.

Example: A cybersecurity company using fear tactics like "Hackers are stealing your data right now!"

3. Applying the “self-fulfilling prophecy” to build healthier communities

Communities reflect the expectations set by brands. When a brand assumes its audience is constructive and engaged, people tend to align with that standard.

✅ What to do: Encourage respectful interactions through engagement mechanisms that encourage collaboration.

Example: A tech forum rewarding helpful contributions rather than fuelling heated debates.

❌ What to avoid: Amplifying divisive content for short-term engagement.

Example: A social media post with captions like "Are millennials ruining the economy? Boomers had it easy!"

4. Optimising algorithms to stimulate critical thinking and meaningful interactions

Algorithms shape user behaviour. Prioritising thoughtful engagement over instant reactions leads to deeper, more meaningful interactions.

✅ What to do: Develop content distribution strategies that encourage depth, quality, and sustained engagement.

Example: A learning platform recommending in-depth, diverse resources instead of just trending content.

❌ What to avoid: Rewarding highly polarising content simply because it generates emotional responses.

Example: A news platform amplifying inflammatory headlines like "This politician wants to destroy your future: here’s why you should be angry!"

5. Shifting marketing focus from scarcity to personal growth

Scarcity-driven marketing can boost short-term conversions but weakens trust and increases audience anxiety.

✅ What to do: Reinforce autonomy by emphasising long-term value without exploiting insecurities.

Example: A skincare brand promoting well-being routines instead of urgency-driven sales.

❌ What to avoid: Creating artificial urgency that pressures people into decisions based on fear.

Example: A financial investment platform using FOMO-driven messaging like "If you don’t invest now, you’ll never achieve financial security!"

Using our tools responsibly is not just a matter of integrity; it is a recognition of the privilege and influence we (can) hold. It is also a strategic choice that build long-term trust and cultivates a more conscious audience. 

And again, the real issue is one of ethics and responsibility. You have a choice: what kind of audience do you want? Which one do you feel most aligned with?

Because if you see yourself as the puppeteer and your audience as puppets, dictating their needs while they follow, buy, and consume, then fine, that’s one approach. But I choose not to see things that way. I don’t want to feel detached or superior to my audience, because I’m not.

At the end of the day, in another context, I too am a consumer, a user of products and services. Being manipulated might not bother me as long as I don’t realise it, but the moment I do, I’m not coming back to you ever again.