Societal marketing orientation (or societal orientation marketing) is a principle that aims to strengthen the relationship between consumers and corporations. This article will discuss the definition and meaning of societal marketing orientation, examples of companies that apply this philosophy, and their advantages and disadvantages.
Societal marketing orientation meaning
The societal marketing orientation is a business philosophy that holds that companies should market their products and services in a way that is beneficial to society. This means that businesses should take into account the social and environmental impact of their marketing activities, and make sure that they are doing more good than harm.
There are many examples of companies with a societal marketing orientation. One well-known example is Tom’s of Maine, a natural personal care products company. Tom’s of Maine was founded on the principle of giving back to the community, and they have donated 10% of its profits to charitable causes since its inception. Another example is Warby Parker, a glasses company that donates a pair of glasses to someone in need for every pair sold.
There are many benefits to having a societal marketing orientation. For one, it can help businesses to build trust and credibility with consumers. It can also help businesses to attract and retain employees who want to work for companies with values that align with their own. Additionally, it can help businesses to create a competitive advantage by differentiating themselves from other companies that do not have the same commitment to social responsibility.
What is social marketing orientation?
Also called societal marketing orientation or societal marketing concept; it refers to a marketing philosophy, mindset, or orientation that holds that a company should make products that satisfy the customer, brings profit to it, and at the same time cater to the welfare of the society.
Many companies have a social marketing orientation, which means that their primary focus is on the needs of society rather than on profits. This type of orientation is also known as cause marketing, societal marketing concept, societal marketing philosophy, or social responsibility marketing.
A firm with a societal marketing orientation focuses on one or more of the following areas:
- Environmental protection
- Support for charitable causes
- Health and wellness
Some well-known companies with a social marketing orientation include Tom’s of Maine, Ben & Jerry’s, and The Body Shop.
Societal marketing orientation examples
As a company grows and becomes more successful, it’s important to remember that marketing efforts should always be focused on benefiting society as a whole, and not just the bottom line. Societal marketing orientation is a philosophy that takes into account the needs of consumers, the well-being of the environment, and social issues when making marketing decisions.
Examples of societal marketing orientation companies
- Tom’s of Maine: This company produces natural personal care products and is committed to social and environmental responsibility.
- Seventh Generation: This company makes eco-friendly cleaning, personal care, and baby products. They also have a commitment to social justice.
- Patagonia: This outdoor clothing company is committed to environmentalism and sustainability.
- Warby Parker: This eyewear company has a “Buy a Pair, Give a Pair” program which provides free glasses to people in need.
- Tom’s Shoes: a company that practices societal marketing orientation by giving away a pair of shoes for every pair purchased. This helps provide people in need with footwear, while also reducing waste and promoting sustainability. Another example is Warby Parker, a glasses company that offers a free home try-on program and donates a pair of glasses to someone in need for every pair sold.
There are many other examples of companies with a societal marketing orientation, but these are just a few examples of how companies can use societal marketing orientation in practice.
Advantages and disadvantages of societal orientation marketing
There are a lot of advantages that come with having a societal marketing orientation. The main one is that companies are able to create a sustainable competitive advantage for themselves. This is because they are able to focus on creating value for society as a whole, rather than just trying to maximize profits. This can lead to increased customer loyalty and higher levels of customer satisfaction, as well as improved employee morale.
However, there are also some potential disadvantages to having a societal marketing orientation. One is that it can be difficult to maintain this focus while still making sure that the company is profitable. Another is that some people may see this focus as being “too altruistic” and not in line with the company’s bottom line.
Differences between social marketing vs societal marketing
The term “social marketing” was first coined in the early 1970s, and refers to the application of commercial marketing techniques to social issues in order to achieve specific behavioral goals. For example, a company might use social marketing to try to reduce smoking among teens.
Societal marketing is a slightly different concept that takes into account not only the wants of the customer but also the needs of society. A company with a societal marketing orientation strives to produce goods and services that benefit both the customer and society as a whole. In other words, societal marketing tries to create a “win-win” situation for both the firm and consumers.
One key difference between social marketing and societal marketing is that social marketing is typically used to target individuals, while societal marketing is used to target groups or even entire societies. Another difference is that social marketing typically focuses on changing behavior, while societal marketing focuses on creating products or services that satisfy both individual and societal needs.
Some examples of companies with a societal marketing orientation include TOMS shoes and Warby Parker glasses. Both of these companies offer products that benefit customers (i.e., stylish shoes and glasses at a reasonable price) and also give back to a larger community in some way (TOMS donates a pair of shoes to someone in need for every pair it sells, while Warby Parker donates one pair of glasses to someone in need for every five pairs it sells).
The concept of societal marketing is not new. In the 1970s, Taproot Foundation co-founder David Batstone wrote an article called “Conscious Consumerism” that was published in the New York Times Magazine. A few years later, he graduated from Columbia University and spent several years helping to start nonprofits before starting his career as an attorney.