What if marketing isn’t broken but has been pointed in the wrong direction?
In this episode, Daiva Dominyka is joined by Kian Bakhtiari, author of Marketing for Social Change, TEDx speaker, and founder of The People, for a powerful conversation about transforming marketing from the inside out.
From challenging the systems that resist change to harnessing the power of human imagination, Kian shares why real change starts with people, not just strategy.
Together, they unpack how personal development is deeply tied to social transformation, why Gen Z must have a seat at the table, and how businesses can move from extractive to inclusive models by flipping traditional hierarchies.
They also explore the tough ethical questions, like whether we should work with big polluters, and what it really means to be part of building a better future within an imperfect system.
Whether you’re a marketer, creative, strategist, or founder asking, “Where do I begin?”, this episode is your invitation to reflect, reimagine, and start small, with purpose.
🎧 Tune in to discover how hope, creativity, and community can drive lasting change in the marketing world.
“All of us, we are born creative, imaginative. If you look at kids, they've got these amazing imaginations where they question everything.”
“Unless we can imagine a future that is different to the current reality, everything else is almost not important.”
“Diverse perspectives, diverse experiences, diverse voices leads to greater innovation, better outcomes, whether you look at that in the business world or for society.”
“Hope and belief in a better future, for me, is both a responsibility but also a radical act of activism.”
“Take some time to reflect on your personal mission. What are you dedicating your life towards? Because that becomes the compass through which you make decisions.”
Episode Breakdown:
00:58 — Kian’s journey: From skepticism to advocating social change through marketing
08:10 — Why personal growth fuels social transformation in marketing
13:05 — Giving Gen Z a seat at the table: The future of inclusive marketing
20:15 — Can marketers work with polluters? Navigating ethical challenges
27:00 — Designing marketing that centers people, not profits
30:45 — How hope, creativity, and community can reshape marketing’s role in a sustainable future