Even prior to the recession, people everywhere were becoming more conscious of world issues and the environment. “Consumers are making buying decisions based on a preference for doing business with organizations and brands that demonstrate an authentic involvement in supporting our communities and our world.” (Hersom, 2010) Understanding how to organize and truly implement a socially conscious marketing campaign can be both rewarding and sustainable.
In the recent article entitled Marketing with a Mission, at entrepreneur.com, the following ideas were shared on building socially conscious marketing initiatives.
Partnering strategically with the right cause is an element that is necessary for success. Determining which cause to support takes a little corporate soul searching. Find a cause that has meaning for both you and your company as a whole. Ask employees and partners what causes are important to them or that they support. If you cannot quickly understand the connection between the cause you support and your company, then your customers won’t either.
Foster sustainability within your company. If your company is using sustainable practices, share that in every marketing vehicle you have. This may require transparency when facing criticism for suspected “Green Washing” (making false environmental claims). “No company can be 100 percent sustainable; everyone is working toward improvement. Acknowledging this fact and finding an authentic way to tell consumers your story are paramount.” (Hersom, 2010)
Be interconnected both locally and globally. As members of the human race we all share common emotions and experiences. We love, compete, aspire to higher goals, seek out peace and security, and try to find meaning in what we do. By being interconnected, a positive, uplifting, rallying will bring about effective collaboration between the parties involved. Understanding each party’s strengths and weaknesses is important in effective use of resources in accomplishing the desired goal. Financial benefits will follow when the interconnectedness is cemented by supporting all parties’ interests.
Socially conscious marketing strategies are becoming more popular and sustainable. Those who embrace these marketing practices stand to be successful and to increase shared interest and success within the marketplace.
Hersom, C.A. (2010, June 3). Marketing with a mission. Retrieved from http://www.entrepreneur.com/marketing/article206882.html