From recyclable packaging to charitable giving to age-appropriate consumer targeting, brands have long incorporated socially responsible marketing into their growth plan. The idea is that you can make money while making a difference, a balancing act that businesses are expected to navigate in the digital age and the 21st century.
A 2015 Nielsen Global Report found that products using environmentally friendly packaging were a purchasing factor for 41% of respondents. The picture is improving, with wordpress web design agency nearly half (45%) also considering buying more from an environmentally conscious consumer brand, while 59% say health and wellness benefits influenced their purchasing decisions.
In fact, there is a growing demand for socially responsible businesses. But what is social responsibility in marketing? It is about addressing social, ethical and environmental factors in the promotion of products or services and showing the positive impact and direct benefits of the offer to its target audience.
No matter your niche or industry, you can use a socially responsible marketing strategy to grow your business. This article helps you get started by establishing the characteristics and components of this concept and providing reasons to prioritize how to be socially responsible starting now.
How to Be Socially Responsible: The American Marketing Association's Code of Ethics
As traders and business owners, we contribute to the economic vitality of our community, our region and even our country. But in addition to making a profit, we are expected to provide benefits to society in some way.
We can focus our marketing efforts to align with this expectation. The American Marketing Association (AMA) is the organization to turn to if we need guidance on how to employ socially responsible marketing.
Here are the core values derived from their marketing code of ethics:
• Honesty : Social responsibility and marketing ethics require that we deliver on the promises made and implied in our marketing message. This includes making truthful statements about what a product or service can do.
• Responsibility – Recognize that marketing decisions and strategies affect stakeholders, such as your customers and community. Socially responsible businesses assume a duty to meet the needs of their target market. A good example would be meeting the needs of differently abled site users by complying with the Americans with Disabilities Act (ADA).
• Fairness : Manipulative and deceptive tactics have no place in ethical marketing. For example, a reputable social responsibility marketing agency would maintain search engine optimization (SEO) practices and respect user privacy when collecting data.
• I respect - The Golden Rule applies to the American Marketing Association's Code of Ethics: Treat others (your team members, customers, suppliers, distributors, and anyone else who contributes to your marketing efforts) the way you want to be treated. You are expected to value individual differences, regardless of age, race, gender, sexual orientation, etc.
• Transparency : You cannot practice socially responsible marketing without this fundamental element of the marketing code of ethics. Any serious social responsibility marketing company would advise you to communicate your message clearly, informing stakeholders of possible risks and other factors that affect purchasing decisions.
• Citizenship – This is where corporate social responsibility (CSR) and social responsibility in marketing intersect. Considering environmental impact, encouraging fair trade in the supply chain, volunteering and donating to charity are all part of this principle.