Societal Marketing — Definition, Concept, and Advantages
Societal marketing creates an image of the company to the customer and can increase sales through a positive corporate image. The term emphasizes social responsibility and is closely related to sustainable development.
What is Societal Marketing?
Societal marketing puts human welfare first, not profit. Social responsibility is paramount, so a Societal Marketing Concept develops a marketing strategy that adds value to customers to improve the well-being of customers and society. It is an advanced form of corporate social responsibility (CSR) and sustainable marketing.
What is a Societal Marketing Concept?
The concept has been around since the 1970s and introduced a marketing concept more focused on social needs. Philip Kotler introduced it in a Harvard Business Review article in 1972.
The concept can also be called the “concept of people” or “concept of intelligent consumption” and it is part of a holistic marketing concept. It is different from the concepts of social marketing and social media marketing and can be seen as an extension of marketing concepts.
The question often arises for customers whether organizations can balance customer satisfaction with the fulfillment of long-term social well-being. In the concept of societal marketing, products should have social and environmental value.
Due to the expectations of users and consumers, an evolution of marketing concepts is taking place. Companies, therefore, need to pay more attention to how products and actions affect society. In recent years, marketers have increasingly looked to social responsibility and incorporated it into strategies.
As part of the strategy, companies must be willing to forgo profitability or other opportunities if it is not compatible with social goals…
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