Consumers are more likely to be associate themselves with brands supporting causes such as medical cures, disease prevention, animal and child welfare and environmental protection compared to a company that doesn’t.
Marketers realise this which is why you will find a lot of companies trying to integrate corporate social responsibility (CSR) into their marketing process.
CSR is a business approach that contributes to sustainable development by delivering economic, social and environmental benefits for all stakeholders. It essentially encourages businesses to make a positive impact to the community.
For example Coca-Cola made significant changes to its supply chain like investing in trucks that are powered by alternative fuels in order to reduce their carbon foot print.
One type of CSR practice is social marketing. Social Marketing develops and applies marketing concepts to influence behaviours that benefit individual society. This can include encouraging positive behaviour change such as healthy eating or increased exercise or discourage negative behaviour such as using your phone while driving.
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