affect our business? To what extent should we “go global”? We will discuss the global marketplace in more detail in Chapter 16. Sustainable Marketing: The Call for More Environmental and Social Responsibility Marketers are re-examining their relationships with social values and responsibilities and with the very Earth that sustains us. As the worldwide consumerism and environmentalism movements mature, today’s marketers are being called on to develop sustainable marketing practices. Corporate ethics and social responsibility have become hot topics for almost every business. And few companies can ignore the renewed and very demanding environmental movement. Every company action can affect customer relationships. Today’s customers expect companies to deliver value in a socially and environmentally responsible way. The social responsibility and environmental movements will place even stricter demands on companies in the future. Some companies resist these movements, budging only when forced by legislation or organized consumer outcries. Forward-looking companies, however, readily accept their responsibilities to the world around them. They view sustainable marketing as an opportunity to do well by doing good. They seek ways to profit by serving immediate needs and the best long-run interests of their customers and communities.
Some companies, such as Patagonia, Ben & Jerry’s, Timberland, Method, and others, practise caring capitalism, setting themselves apart by being civic minded and responsible. They build social responsibility and action into their company value and mission statements. For example, when it comes to environmental responsibility, outdoor gear marketer Patagonia is “committed to the core.” “Those of us who work here share a strong commitment to protecting undomesticated lands and waters,” says the company’s website. “We believe in using business to inspire solutions to the environmental crisis.” Patagonia backs these words with actions. Each year it pledges at least 1 percent of its sales or 10 percent of its profits, whichever is greater, to the protection of the natural environment. We will revisit the topic of sustainable marketing in greater detail in Chapter 3.
- Spring '15
- Marketing, Customer relationship management