Marketing can be so much more than just a strategy to earn more money. Have you ever seen an ad for metal straws to help stop plastic pollution? What about an ad for a plant-based meat substitute, hoping to get people to stop eating as much beef and ultimately helping the environment? These ads are examples of societal marketing.
There has long been a conflict between an individual’s short-term needs and society’s long run. Understanding how your product or service can help better society is key. Therefore, Societal marketing experts understand the power of connecting a marketing strategy with the greater good. In other words, it can unlock a whole new audience of consumers looking to purchase products with meaning.
Not sure where to begin? Here’s a breakdown of societal marketing, and how your company can implement it.
What is societal marketing?
Societal marketing is a style of marketing that puts human welfare first in place of profit. This marketing concept develops a strategy that adds value to your customers in addition to improving the well-being of society at large. In other words, with this marketing style, social responsibility is paramount. Summing it up, societal marketing is a type of corporate social responsibility.
By presenting a positive social image through marketing, the company will increase sales. The three pillars of societal marketing include:
- Society, or human welfare
- Consumers
- Company
Each company generates economic activity in society. The concept of societal marketing is similar to sustainable marketing. There’s an undeniable link between a business and the environment. It’s important to remember that as a business owner or marketer, you are also a member of society. Therefore, your actions impact your environment. Also, businesses need to implement society-oriented marketing strategies.
Why is societal marketing important?
Societal marketing positions the business as a part of society, the environment, and the world at large. This marketing concept counteracts the consumerism and profit-making goals most businesses strive to achieve. Instead, it focuses on maximizing long-term customer loyalty and the business’ positive impact on society.
What’s the difference between societal and social marketing?
Societal marketing and social marketing have similar names, so it may be easy to confuse these techniques. Social marketing integrates social issues into commercial marketing strategies. However, societal marketing takes it a step further and integrates the concept of social responsibility into their marketing techniques.
Let’s use an example. Take an ad campaign centered around encouraging people to stop smoking. The general concept of the campaign qualifies as social marketing. However, if the actual marketing strategies used in the campaign focus on increasing the wellbeing of society then that campaign is an example of societal marketing.
What are examples of societal marketing?
More than ever, consumers are looking to buy from brands that have an impact on society – instead of companies that just want to make a profit. Data from Sprout Social shows that 64% of consumers want brands to connect with them. That same survey found that more than two-thirds (67%) of consumers believe brands should raise awareness around political and societal issues on their social platforms.
Here are some companies implementing societal marketing with success:
This plant-based meat substitute makes talking about social issues a big part of their marketing effort. The brand focuses its efforts around human health, climate change, constraints on natural resources, and animal welfare.
It’s no surprise that plastic – and plastic straws in particular – are damaging to the environment. Yes, straws make an eco-friendly alternative to plastic straws. Their marketing efforts focus heavily on the environment and impacting positive change.
This well-known cosmetic brand has shifted their focus to using more environmentally-friendly synthetic ingredients for their products. Furthermore, their marketing efforts are meant to make a difference: a community fair trade program, using ethical ingredients, and more.
How can you implement it?
Implementing a societal marketing strategy requires a shift in perspective. It’s about more than marketing: business owners need to consider the greater good in their business strategy first. Then, business owners can identify strategies in which they can integrate their goals with society’s greater good.
* Written by Hamza Rivera, AlchemyThree
