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 and/or responsible:
“It used to be said that, socially speaking, Philadelphia asked who a person is, New York how much is he worth, and Boston what does he know. Nationally it has now become generally recognized that Boston Society has long cared even more than Philadelphia about the first point and has refined the asking of who a person is to the point of demanding to know who he was. Philadelphia asks about a man’s parents; Boston wants to know about his grandparents.”
—Cleveland Amory (b. 1917)
“Ambitious men spend their youth in rendering themselves worthy of patronage; it is their great mistake. While the foolish creatures are laying in stores of knowledge and energy, so that they shall not sink under the weight of responsible posts that recede from them, schemers come and go who are wealthy in words and destitute of ideas, astonish the ignorant, and creep into the confidence of those who have a little knowledge.”
—Honoré De Balzac (1799–1850)