Most marketing organizations do not intentionally work in isolation from the rest of society. Instead they find that greater opportunity exists if the organization is visibly accessible and involved with the public. As we’ve seen, because marketing often operates as the “public face” of an organization, when issues arise between the public and the organization marketing is often at the center. In recent years the number and variety of issues raised by the public has increased. One reason for the increase is the growing perception that marketing organizations are not just sellers of product but also have an inherent responsibility to be more socially responsible, including being more responsible for its actions and more responsive in addressing social concerns.
Being socially responsible means an organization shows concern for the
people and environment in which it transacts business. It also means that these
values are communicated and enforced by everyone in the organization and, in
some cases, with business partners, such as those who sell products to the
company (e.g., supplier of raw material for product production) and those who
help the company distribute and sell to other customers (e.g., retail stores).
In addition to insuring these values exist within the organization and its
business partners, social responsibility may also manifest itself in the
support of social causes that help society. For instance, marketers may sponsor
charity events or produce cause-related advertising.
Marketers who are pursuing a socially responsible agenda should bear in mind
that such efforts do not automatically translate into increased revenue or even
an improved public image. However, organizations that consistently exhibit
socially responsible tendencies may eventually gain a strong reputation that
could pay dividends in the form of increased customer loyalty.