Wait, Is My Profession Evil? - How We Perceive Service & Influence

When I saw this Gallup Poll chart, my first reaction was “Well, crap.” I’m a business executive in the advertising industry, which puts me right near the bottom of the perceived morality list.(1)

But then I stared at the chart as if it were a Magic Eye picture (2), and a pattern emerged that offered a glimmer of hope. The professions viewed as the most moral were the ones that served people: nurses, doctors, teachers. The ones viewed as the least moral were the ones that influenced people (Lawyers, politicians, salespeople, advertising executives). 

This should not be surprising. A generation of children remember Mr. Rogers’ admonition to “Look for the helpers”. Christian scriptures tell us to “...use whatever gift you have received to serve others, as faithful stewards of God’s grace..." In fact, most major faith traditions emphasize the value of serving others (3). And even in an increasingly secular society, that value continues to permeate. 28% of U.S. adults volunteer formally, and 54% volunteer informally (4). Our society views service as a moral imperative.  

The negative perception of those who exert influence is a little less obvious, but makes sense. No one likes to be told what to do, and no one likes the sense of being manipulated. Psychology has even coined the term “psychological reactance” to explain the innate resistance humans often feel when someone attempts to control them (5). 

These insights offer a playbook for those of us who want demonstrate morality, even if we work in morally-challenged professions like (cringe) advertising. 

First, we need to view each relationship as an opportunity to serve. Some might say, “Wait, but I’m in charge! Others are supposed to serve me!” But it is very possible to serve someone, even while they are doing work for your benefit. Service can be anything that benefits the other person: a kind word, a genuine question, listening to them with respect. Think of how much more productive our relationships would be if we started every interaction by thinking “How can I help this person?”

Second, we need to resist the urge to focus on influencing others. We all know people who are great at influencing others, and a great many more who think they are. But in my experience, most people overestimate their ability to influence, and underestimate the strain it puts on relationships. People know when they are being sold, and nothing makes walls go up faster. 

Be helpful and don’t try to manipulate people. Seems doable. Besides, I’m far too old to go back to school and get a degree in nursing. 

NOTES:

(1) Good news, my wife is a nurse, so as a couple we average out to about a college professor in terms of morality

(2) Those are typically called "Magic Eye" images, or more technically, "autostereograms." They were especially popular in the 1990s. https://en.wikipedia.org/wiki/Autostereogram

(3) “...use whatever gift you have received to serve others, as faithful stewards of God’s grace..." 1 Peter 4:10

“The best of people are those who are most beneficial to others.” - Qur’an 5:2 

“Strengthen weak hands, and make firm tottering knees.” -  Yeshayahu (Isaiah) 35:3

“Each of you should use whatever gift you have received to serve others, as faithful stewards of God’s grace...” - 1 Peter 4:10

"In the beginning of creation, the Lord of all creatures created mankind along with acts of sacrifice, and said: 'By this sacrifice, you shall prosper and it shall fulfill all your desires.'” Bhagavad Gita 3:10

(4) U.S. Census Bureau and AmeriCorps, approximately 75.7 million Americans aged 16 and older—representing 28.3% of that population—formally volunteered through organizations between September 2022 and September 2023. This marks a significant rebound from the 60.7 million volunteers reported in 2021, reflecting increased civic engagement as the nation recovers from the COVID-19 pandemic. In addition to formal volunteering, informal helping—such as assisting neighbors with tasks—remains prevalent. An estimated 54.2% of Americans engaged in informal helping between September 2022 and 2023, slightly up from 51.7% in 2019.  

(5) In 1966, psychologist Jack W. Brehm introduced the concept of psychological reactance in his seminal work, A Theory of Psychological Reactance. He proposed that when individuals perceive their freedoms are threatened or eliminated, they experience a motivational state aimed at restoring those freedoms. This state, termed “reactance,” can lead individuals to resist persuasion and even adopt opposing attitudes or behaviors to reassert their autonomy.