Political correctness as an anti-stimulant of marketing activity

Abstract

The article presents the concept of political correctness, ways of compiling enterprises and how the political correctness affects the marketing activities of them. The first chapter presents the development of the term „political correctness”, history and the contemporary meaning of this expression. The essence of the information society in the modern world and the phenomenon of mixing of cultures was emphasized. Also, how makes it increasingly difficult to avoid insulting minority feelings was described. The second chapter presents ways for companies to compete with each other for a client. The essence of competition for price, quality, product differentiation and marketing was presented. The third chapter shows examples of advertisements that have been considered controversial for some reason both in Poland and abroad. It describes what effect they have had on society and how they affected the image of the brand.