Social responsibility in marketing involves a focus on attracting consumers who want to make a positive difference with their purchases. Recyclable packaging, promotions, dissemination of information on social issues and problems, as well as the direction of the profits to charity groups or efforts are examples of strategies of social responsibility.
Many companies have adopted strategies of social responsibility in marketing as a means to help the community, through effective services and products. For example, marketing departments can deploy a campaign that encourages consumers to buy a pack of socks one pair of vs; for every kit sold, the company, in turn, donates a set of socks for soldiers overseas or to local shelters for the homeless. As a result of this donation, the company is positioning itself as a socially responsible and ethical, which ultimately attracts customers who are engaged in social responsibility obligations and who want to maintain the welfare of the society.
Corporate responsibility goes hand-in-hand with socially responsible practices. For example, administrators, executives, and shareholders and stakeholders should practice ethical behavior and to join the community in shaping marketing efforts. Putting on the appearance or camouflage green practice of deceptive promotion of environmentally friendly processes or products, show customers that the company is not committed to social responsibility; this behavior may ultimately hurt the brand and the success of the company. Consumers often do their research and can see through gimmicks and slogans, or efforts that are not genuine or ineffective.
Although the initial investment can be attracted to share the profit or donate to the needy, social responsibility in marketing promotes a positive image of the company, which could significantly influence a positive profitability and productivity.