Is Your Business Practicing Socially Responsible Marketing in 2020? If Not, Here’s Why It Should Be
March 4, 2020
I’m sure many of us have heard the term “social responsibility” at school and in our daily lives. But what exactly is social responsibility, and why is it so important for businesses to incorporate it into their marketing efforts?
Customers today are getting increasingly vocal about the causes they support and have begun incorporating that support into their daily decisions. According to a study by Cone Communications in 2017, 87% of customers will purchase a product because a company advocated for an issue they cared about, and 76% will refuse to purchase a company’s product or services if it supported an issue contrary to their beliefs. These percentages will likely continue to increase, so it is important to make sure that your business is upholding the same values as your customers.
Social responsibility also takes ethics into account, especially from a marketing standpoint. While the goal of every marketing team is, and should be, to generate as many leads as possible, the team needs to do so in a way that is 100% honest with the customer. Not only should products and services be priced based upon the fair market value, but advertisements should include all information that is relevant to the customer’s purchase decision. This includes, but is not limited to, potential pitfalls of product use, as well as transparency about social responsibility efforts. Greenwashing, or misleading the customer about social responsibility efforts when there are little to no efforts in reality, can have adverse legal consequences and put your business’s reputation in jeopardy. To get and retain customers today, digital marketers need to make sure they have society’s best interests at heart to build trusting relationships.
The marketing team at GEM is very well-informed about the importance of social responsibility in marketing and incorporates that responsibility into our everyday marketing projects. Contact us today, and our talented team will help you market your business in a way that is guaranteed to catch the eye of the socially responsible customer.