What is Societal Marketing? (Definition, Examples, and Benefits)

What is societal marketing? This is a question that many people ask, but it is not always easy to find a clear answer. Societal marketing is an approach to marketing that considers the impact of marketing activities on society. It aims to create value for both the company and society as a whole.

In this blog post, we will discuss the societal marketing concept definition, give some examples, and discuss the benefits of using this approach.

What is meant by Societal Marketing?

The societal marketing concept states the idea that companies should take into account societal interests when making marketing decisions. In other words, marketers should not only consider the needs of consumers and the company but also the interests of society to build long-term customer relationships.

This concept is based on the belief that businesses have a responsibility to serve the public good. To do this, they need to identify social issues and develop marketing strategies to address them. For example, a company might create a recycling program to reduce environmental waste. Or, a company might develop a social media marketing campaign to raise awareness about a particular issue.

By implementing societal marketing strategies, businesses can help create a better world for everyone.

Related: Marketing Myopia

Importance of Societal Marketing

Societal marketing is a philosophy that aims to promote human welfare as a whole. The concept was proposed to address the growing adverse effects of consumerism and corporate profit-seeking. Since then, it has become essential to many businesses marketing strategies.

The ultimate goal of societal marketing is to create a sustainable balance between the needs of consumers and the needs of the larger social and environmental good. To achieve this, businesses must focus on creating products and services that offer true value and benefit to society rather than simply maximizing profits.

When done correctly, societal marketing can lead to improved customer loyalty, increased sales, and positively impact the world around us.

8 Benefits of Societal Marketing

There are many benefits of using this marketing approach. Below, we will discuss eight of the most important benefits:

1. Improved Customer Loyalty: When companies focus on social issues, they can develop a deeper connection with their customers. Customers are more likely to be loyal to companies that they feel share their values.
2. Increased Sales: Customers are more likely to purchase products from companies they feel are working to make a difference in the world.
3. Positive Impact on Society: Societal marketing can help create a better world for everyone. Businesses can help make society healthier, cleaner, and safer by focusing on social issues.
4. Improved Public Image: Companies that engage in societal marketing often have a better public image. This can lead to increased media coverage and positive word-of-mouth.
5. Attracts Talented Employees: Top talent wants to work for companies that are making a positive impact on the world. Societal marketing can help businesses attract and retain the best employees.
6. Builds Brand Equity: Societal marketing can help businesses build brand equity by creating a positive association between the company and social issues.
7. Differentiates from Competitors: Societal marketing can help businesses differentiate themselves from their competitors. This can be a powerful competitive advantage.
8. Generates Positive PR: Socially responsible companies often receive positive media attention. This can lead to increased sales and improved brand awareness.

What are the three factors of societal marketing?

This concept demands that marketers look beyond satisfying customers’ wants and consider their activities’ environmental effects. The failure of some companies to adequately consider these effects has led to public outcry and government regulation in some cases. To be successful, societal marketing programs must take all three of the following into consideration: company profits, consumer wants, and society’s long-term interests.

• First, companies must still focus on making a profit; otherwise, they will not be able to continue operating and fulfilling their societal obligations.
• Second, companies must consider what consumers want; after all, they are the ones who will be purchasing the company’s products or services.
• Finally, and perhaps most importantly, companies must think about what is best for society as a whole; this includes ensuring that their products or services are safe and environmentally friendly, among other things. 

While some may argue that this marketing concept is nothing more than a publicity stunt, there is no denying that it has positively impacted how many companies do business.

Examples of Societal Marketing Companies

There are many different types of companies that practice societal marketing. Some focus on environmental causes, others on social justice issues. Here are a few examples:

→ Patagonia: This outdoor clothing company is well-known for its sustainable and eco-friendly practices. Patagonia focuses on reducing the environmental impact of its products, from the materials used to the packaging. They also support a number of environmental causes, including protecting public lands and waterways.

→ Toms: This company is perhaps best-known for its “One for One” program, which gives a new pair of shoes to a child in need for every pair sold. Toms also supports several other social causes, including education and clean water access.

→ Warby Parker: This eyewear company is committed to making quality, stylish glasses accessible and affordable for everyone. Warby Parker also gives a pair of glasses to someone in need for every pair sold.

→ Seventh Generation: This cleaning product company focuses on using sustainable, environmentally-friendly ingredients. Seventh Generation also gives back to some causes, including environmental protection and literacy programs.

→ Tom’s of Maine: This natural personal care company uses environmentally-friendly practices and ingredients. Tom’s of Maine also supports several causes, including environmental protection, animal welfare, and human rights.

These are just a few examples of the many companies that practice societal marketing. By supporting important causes, these companies are not only making a difference in the world but also building goodwill and brand loyalty among their customers.

Related: Eco Friendly & Sustainable Companies

Conclusion 

As you can see, there are many benefits to using a societal marketing approach. When done correctly, it can lead to increased sales, improved customer loyalty, and a positive impact on society. If your business is not currently using this approach, we encourage you to use this marketing strategy. You might be surprised by the results!

When planning your social marketing campaigns, keep the three key factors in mind: company profits, consumer wants, and society’s interests. With these things in mind, you can create a beneficial campaign for all parties involved.

We hope this article helped explain societal marketing and why it’s important. If you have any questions, please feel free to leave a comment below. We’d love to hear from you!

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