Introduction

by PRINCESS WILSON

Studying business has always been an aim since freshman year of high school.  During my time at The High School of Fashion Industries, I was surrounded by creative people, which inspired and motivated me to always apply my own creativity. As my awareness of my future and my college career grew, I was debating between finance, marketing, and business administration. Through introspection, I was able to narrow down my options by asking myself what field offered opportunities for me to express myself, use my artistic side while maintaining professional flexibility; including being knowledgeable in the business world.

Connecting with my ability to anticipate the influence I will have in the future as I work on earning my marketing degree. The thrill increased as my confidence grew in my ability to make a difference, knowing that one day I can be an essential component of successful organizations. Being able to learn about marketing will increase my understanding of business fundamentals and having the ability to employ creativity to draw in customers. As well as, being able to remain myself artistically, using my abilities to connect with audience members. Since customers are the ones that add to the organization’s capital, it is critical to maintain a healthy relationship between the two parties. It’s remarkable to observe the impact that marketing may have on consumers’ choices to support these businesses, given how adaptable its methods are and how they aim to reach consumers. It motivates me to know that I will eventually work in this specific area of business!

As I pursue my marketing degree, I’m motivated to get engaged in networking and internships since these opportunities can help me build my portfolio for when it comes time to graduate.I have no doubt that I will keep developing my abilities and become ready for my career.  The degree of confidence I have in myself; including awareness that the only thing that will happen with hard effort is my goals being achieved. It’s rewarding to know that all of my diligent efforts are going to pay off.  My parents, my younger sister, in addition is my incredible support system who all contribute to my motivation. Personally, I have always believed that putting in a lot of dedication into my work is the least I can do. As a means to justify their sacrifice and dedication to me as parents.

The Rise of Social Responsible Marketing And Empowered Consumers

What is social responsible marketing ?

Social responsible marketing is the practice of advertising products and services while remaining accountable as a business to participate in marketing activities that are beneficial to the environment and society. This kind of marketing entails connecting marketing techniques with ethical and socially good activities, with the goal of benefiting both the company and society as a whole. Socially responsible marketing allows you to make a positive impact while also running a flourishing company.  It recognizes that businesses have a role in society that goes beyond merely making a profit and boosting sales; there needs to be more focus on creating a more sustainable and equitable environment.

Is social responsible marketing effective? 

Socially responsible marketing can be beneficial if done correctly, which includes developing trustworthiness within the company’s core. In addition, sincerely subscribing to the company’s values of having a positive impact.  Some Organizations, on the other hand, have misrepresented themselves and engaged in greenwashing or other superficial initiatives. Maintaining an honest relationship with consumers, accepting responsibility for any false information, and making long-term commitments is critical to the success of socially responsible marketing campaigns that produce results. 

Here’s are a few examples: 

  • Establishing Trust and Strong Reputation: Consumers are more willing to spend their money on brands that are advocating for a particular issue. Social responsible marketing helps businesses create a strong trusting community with their customers; while also establishing a deep connection with the brand. Customers are therefore encouraged to support the business and have an increased chance of sticking around.
  • Positive Impact on Society, Environment & People: Socially responsible marketing may improve both society and the environment by targeting global problems including homelessness, healthcare, and education. 
  • Standing Out: Incorporating social responsibility always makes it easier to set yourself apart from other companies. Your competitors find it far more challenging to imitate you when your purpose is different. Social responsible marketing also lessens the negative reaction against unethical behavior or environmental damage.

How can marketing be ethical? What are the ethical boundaries of targeted audiences?

By incorporating a few of these ethical considerations in your company, it is important to know that ethical boundaries should be created since it allows for your brand to have a strong structure. 

  • Diversity and Inclusivity: Marketers should always factor in creating advertisements that include all; diversity is the target audience. Avoid reinforcing stereotypes and discriminatory behavior.
  • Harmful Product & Transparency:Honesty within the business is promoted by transparency, which in turn builds a powerful community around your business. Being clear and direct allows for customers to feel respected and seen. The importance of  providing clear information on how data is collected and used, allows customers to become more knowledgeable about what they are investing there money towards. product. 

Ethical Marketing vs Corporate social responsibility

Ethical Marketing:

  • Ethical marketing primarily focuses on the moral principles and concepts that guide a company’s marketing procedures. 
  • The objective of ethical marketing is to ensure that marketing strategies are conducted in a moral and ethical way,  which will improve the relationship between consumers and the companies  and increase the chance that the clients continue to engage with the business.
  • Examples of ethical marketing include open communication with customers, honest advertising, and avoiding deceitful and manipulative practices. 

Corporate Social Responsible Marketing( CSR):

  • CSR incorporates more business operations such as employee relations, supply chain management to aim to address societal, environmental and ethical issues.
  • By raising awareness of both social and environmental problems in society including poverty, health care, education, etc; CSR helps businesses improve their image overall. 
  • Examples of practicing CSR: philanthropy, employee volunteer programs and sustainable initiatives throughout the supply chain.

  • Social-responsible marketing needs to be enforced in more companies; even statistics show it can help with consumers. Forbes (2020) conducted a survey in 2015 that showed 50% of consumers are willing to spend more for a product or service if the business prioritizes sustainability.Traditionally, marketing aimed at reaching audiences and promoting brand loyalty by highlighting product features or benefits. However, as consumers become increasingly conscious of social and environmental issues, their expectations from brands evolve. They seek higher satisfaction with companies that not only offer quality products but also contribute positive impact towards society.
  • This style of marketing has even been proven to be very effective towards improving customer relationship/satisfaction and overall profit. 87% of Americans will purchase a product because its company advocated for an issue they cared about.” (Investopedia, para.6). This piece of evidence demonstrates how Americans are more willing to spend their money on brands that are advocating for a particular issue. As the market diversifies, businesses must adapt their strategies to engage with socially conscious consumers effectively. This entails understanding key social and environmental issues relevant to their industry and integrating ethical practices into their operations. Ethical marketing and social responsibility go hand in hand, with consumers gravitating towards brands that demonstrate authenticity and transparency.
  •  Brands that express their values consistently in ethical marketing are more likely to reap the rewards: Forrester data shows that more than half of consumers prefer to buy from brands that stay true to their own values rather than reflect the latest trend. ( Wang, .2021, para. 4)  Consumers appreciate brands that stand out and businesses with substance, their values reflect in their brand which portrays how dedicated they are in their brand.  Many customers also value transparency, building that relationship early on will create a strong community.
  • In conclusion, social responsible marketing provides a disruptive commercial strategy that promotes ethics and societal effect. Brands may achieve profitability while simultaneously impacting positive societal change by aligning their values with those of their customers and actively contributing to social issues. As consumers use their buying power, they have the opportunity to design a future in which organizations prioritize people and the environment before profit. This type of marketing benefits everyone; businesses are not only successful financially, but they also contribute positively to our society. Consumers are getting more happy as they engage with brands that reflect their core values or seek to raise awareness about similar social issues. Social responsible marketing develops trust, establishes long-term partnerships, and builds client loyalty. Companies that embrace social responsibility marketing can not only succeed in the marketplace, but also help to create a more sustainable, ethical, and prosperous society for everybody.