Why Social Responsibility is Important in Marketing
Whether you’re the sole owner of a small nonprofit or the head of an enterprise organization, social responsibility should be at the forefront of your marketing strategy. Now, more than ever, ethical concerns motivate audiences—especially younger ones.
You can think of social responsibility from the same lens as price and quality. By understanding the value you bring as an organization and the value your audience is demanding—you can find that happy medium.
If social responsibility sounds new to you, don’t worry. We’ll help you understand what this is, how it pertains to marketing, and why you should start thinking about it yesterday.
What is Social Responsibility?
In a broad sense, social responsibility is the concept that every person has a duty to contribute positively to society. Through words and actions, we all have the power to change things for the better, even if the scale of change depends from person to person.
This social responsibility expands when it’s incorporated into an organization’s structure, where the impact for positive change is more broad.
Corporate Social Responsibility
To grow economically, businesses generally have to use some combination of resources, land, and time. Corporate social responsibility suggests that this “use” should be balanced with a “return.” Companies make various socially responsible moves, including:
- Donating a portion of proceeds to charity
- Forming their own charitable organization
- Offsetting carbon emissions
- Developing a “green” supply chain
- Supporting the communities that manufacture their goods
Because we all live on the same planet, it’s in the interest of individuals and corporations to take actions that benefit others—whether that’s through direct community support, environmental changes, or other methods.
Think of it like karma. What goes around comes around—even for businesses.
Why Socially Responsible Marketing is a Plus
Socially responsible marketing targets those who share your mission. This mutually beneficial relationship is a win-win-win—helping you, the consumer, and the world.
Here’s why it’s so important.
It’s Simply the Right Thing to Do
If you subscribe to the philosophy that everyone has a job to do in improving their community or the world at large, social responsibility should be one of your top priorities.
Your organization can be used to push that philosophy. In some ways, your company is an extension of yourself and your values—whether you run a restaurant, a nonprofit, or an eCommerce site.
Of course, you can’t just tout social responsibility in your branding and messaging without a plan of action to back it up. You have to follow through on the promises you make to the public. That’s why it’s best to start with reasonable, attainable projects—especially if you’re a small organization.
It Holds You Accountable
By adopting a socially responsible stance as a business, you project your values and aspirations to the world. And by marketing yourself through the lens of social responsibility, you’re asking the public to hold you accountable. You’re sharing your goals with your customers so you can work together to build a better future.
It May Help Increase Revenue
On top of all the communal benefits of social responsibility, there’s the economic side of things. Being socially responsible can attract new customers who want to support your mission. With more and more citizens recognizing the challenges our society faces, socially responsible marketing is landing with a larger group than ever before.
Studies have shown that consumers are willing to spend their money—and more of it—with companies who are effecting change locally or globally. For example, 37% of individuals surveyed claimed they were willing to spend up to 5% more on environmentally friendly products.
The polled consumers went so far as to say they actively seek out green businesses.
It Improves Your Image
With a company’s image playing a substantial role in building a business, presenting yourself as socially responsible is that extra PR boost you need to make a good first impression.
This can even be done in advertising. Rather than pushing your product or services directly, you can demonstrate how supporting your company improves the community or world. Now, rather than buying your products or services, consumers are supporting a good cause.
That’s how your image of social responsibility can generate a larger, more dedicated audience.
Socially Responsible Marketing Done Right
A simple change in your marketing approach can help your bottom line and expand your platform to help others. But creating a marketing plan that incorporates social responsibility is easier said than done.
That’s why it helps to partner with the professionals.
Hi, we’re Puzzle Pieces Marketing. We specialize in all kinds of branding, marketing, design, and more. Social responsibility is important to us, and if it’s a must for you, too, you’ve come to the right place.
We’d love to help you bring positive change with your next marketing campaign.
Sources:
Environment + Energy Leader. Research Shows Consumers Willing to Pay Up to 5% More for Environmentally Friendly Products. https://www.environmentalleader.com/2019/11/research-shows-consumers-willing-to-pay-up-to-5-more-for-environmentally-friendly-products/
