Societal Marketing

Societal Marketing is another tool that a marketer can use to communicate to the society at large that they care... that they are responsible. As a consumer, it makes you feel good about spending your money with this company! Examples might include: Providing corporate funds to support medical research Giving 10% of your after tax proceeds to environmental causes Give-away of your product to support a good cause

Lets discuss some real world examples of Societal Marketing

The Patagonia Land Trust: An opportunity we can't miss We want to let our friends and customers know about a wildlands conservation project particularly close to our hearts. The Patagonia Land Trust (PLT is a new nonprofit (PLT) organization focused on buying, protecting and restoring grasslands, forests and coastal lands in the Patagonia region of South America. Established in 2000, PLT has already protected over a quarter of a million acres in Patagonia, and seeks funds to save at least a million acres more over the next five years.

Societal Marketing

Another example of Societal Marketing (or business philanthropy) would be Ben and Jerrys Ice Cream. Recently, Ben & Jerrys have been concerned (and active in stopping) about Child Trafficking in West Africas Chocolate Industry:
Ben & Jerrys Head of Social Mission has returned from a two-week mission in Cote dIvoire and Mali on the subject of alleged child trafficking in West Africa, particularly in the chocolate industry. Our purpose in supporting the trip was to meet with sources in these countries who are closest to the culture that frames the lives of West Africas children and affects their human rights and basic human needs.

Societal Marketing

GM DONATES VEHICLE TO SUPPORT AIDS RELATED EFFORTS .... More South African children suffering from AIDS will have access to care and support, thanks to the donation of five new trucks by GM.
The vehicles were presented today to Sibongile Mkhabela, CEO of the Nelson Mandela Children's Fund, by Elizabeth Lowery, GM vice president of Environment and Energy. GM is contributing these vehicles as a part of its participation at the United Nations' World Summit on Sustainable Development (WSSD) being held in Johannesburg, South Africa.

The vehicle donation includes three single cab 280 4x4s pickup trucks and two double cab versions of the vehicle. The Children's Fund will use the vehicles to provide assistance to HIV positive children, and support various other AIDS related efforts in the country. GM is participating in the WSSD to discuss its long-term vision for sustainable mobility, and to discuss the role corporations can play in addressing global challenges relating to energy issues, biodiversity, and health.

Some other Recent Examples

During the FALL 2004 HURRICANE season, Florida was adversely impacted. No electricity, loss of housing, etc. Remember? Do you remember any of the companies that helped down in Florida?

Companies That Helped

OUTBACK RESTAURANT that fed the community at no charge for a few days after the storm. General Motors donated vehicles that provided generator energy. And many more

So what happens to those Florida Consumers once they get back on their feet?

Can You Think of Other Philanthropic Efforts by Marketing Brands?

Paul Newmans Dressings and other food offerings Bill Gates Philanthropic efforts his foundation reflects well on Microsoft overall. Others?