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)
“Books, gentlemen, are a species of men, and introduced to them you circulate in the “very best society” that this world can furnish, without the intolerable infliction of “dressing” to go into it. In your shabbiest coat and cosiest slippers you may socially chat even with the fastidious Earl of Chesterfield, and lounging under a tree enjoy the divinest intimacy with my late lord of Verulam.”
—Herman Melville (1819–1891)
“The real sin against life is to abuse and destroy beauty, even one’s own—even more, one’s own, for that has been put in our care and we are responsible for its well-being.”
—Katherine Anne Porter (1890–1980)