Socially responsible marketing is a marketing philosophy that states a company should take into consideration what is in the best interest of society in the present and long term.
Socially responsible companies should aspire to produce both desirable and beneficial products. These products provide immediate satisfaction as well as long term benefits. These products are sought by consumers for immediate gratification and also benefit society and consumers in the long term.
An example of socially responsible marketing would be the advertising of alcoholic drinks when there are no rules or regulations. A beer company that decided to use socially responsible marketing would avoid advertising its products to minors. The company would focus its advertising around late night television programming or adult magazines that minors are less likely to read.
Another example of socially responsible marketing is a mail order catalogue company using recycled paper to make its catalogues. Advertising this in the catalogue could help convince customers that the company is environmentally conscious and makes an effort to protect the environment. By appealing to this audience companies can differentiate themselves from competitors and potentially gain market share.
Famous quotes containing the words socially responsible, socially and/or responsible:
“There is not much that even the most socially responsible scientists can do as individuals, or even as a group, about the social consequences of their activities.”
—Eric J. Hobsbawm (b. 1917)
“The earliest instinct of the child, and the ripest experience of age, unite in affirming simplicity to be the truest and profoundest part for man. Likewise this simplicity is so universal and all-containing as a rule for human life, that the subtlest bad man, and the purest good man, as well as the profoundest wise man, do all alike present it on that side which they socially turn to the inquisitive and unscrupulous world.”
—Herman Melville (18191891)
“The manufacturing corporation, except in comparatively few instances, no longer represents a protecting care, a parental influence, over its operatives. It is too often a soulless organization; and its members forget that they are morally responsible for the souls and bodies, as well as for the wages, of those whose labor is the source of their wealth.”
—Harriet H. Robinson (18251911)