Social marketing is designed to alter people’s behavior for the benefit of others—a concept meant to be beneficial to society as a whole. While commercial marketing strategies are used primarily to boost sales and profits, social marketing goals are different. These objectives are all about improving the well-being of a person living in a community in a way that can ultimately help that community reach its full potential. Although commercial marketing strategies can also have positive social effects, social marketing strategies are specifically created to make a positive impact on society.
During the COVID-19 pandemic it has become clear that social issues—such as poverty, homelessness, racial discrimination and gender inequality—are still some of America’s biggest challenges. Moreover, as Russia invaded the neighboring country of Ukraine, these issues were joined by the aggravating factors of rising energy costs and inflation. The need for positive social marketing goals seems to be growing bigger and bigger, and it is no longer limited to non-profit organizations, health services groups, and government agencies. Companies in the United States and abroad can decide to play an active part in changing societies for the better, and the good news is they can do that without sacrificing their profits.
Integrating Social Marketing Goals
According to a recent McKinsey study, 40% of the American consumers questioned said companies should play a public role when it comes to social issues. Moreover, 70% of the younger respondents think environmental, social, and governance topics are extremely important. Although many of the topics in question are already an important part of commercial marketing strategies, as companies integrate sustainable marketing ideas and social responsibility strategies into their plans, the need to drive positive social change continues to grow. Integrating social marketing goals has become necessary.
Social marketing strategies are specifically designed to help both the customer and the society as a whole. Unlike commercial marketing strategies, their focus shifts from product, sale and profit to client needs and benefits. Although this may seem unrealistic and impractical at first, marketers in the U.S. and abroad already know it is both possible and beneficial for most companies. During the pandemic, numerous companies have supported social distancing measures and vaccination, even though these measures did not help the companies in question boost their sales or profits. However, supporting these measures while also maintaining their traditional marketing strategies proved beneficial for companies and customers alike.
Making a Difference in Society
During times of great turmoil, it’s only natural for people and companies to wonder what they stand for. With the pandemic finally reaching its end and a crisis unfolding in Europe, values could now prove to be more important than ever before. According to a recent poll conducted by the University of Maryland, 73% of Americans questioned said they are at least somewhat willing to pay higher energy costs considering Russia’s invasion of Ukraine, while 65% said they are somewhat ready to meet the increased inflation rate. This may very well mean that people are now putting values above money, and positive social change above personal comfort.
Marketers and companies, as well as the brands and products they represent, should do the same. The same companies that rose to meet the challenge of the pandemic and encouraged people to get vaccinated could now rise to meet other social issues, such as poverty, discrimination and gender inequality. They could also decide to take firm action against Russia—not only by pulling out of Russia, but also by fighting against cyberattacks and fake news. Although social marketing strategies cannot drive sales, they can drive social change and help the companies in question reach a wider audience that hold similar values.
Building on a Solid Foundation
Social marketing strategies cannot and should not replace commercial marketing plans. However, integrating social marketing goals can be made while also returning to traditional advertising—now on the rise—and maintaining existing digital marketing strategies. Marketers in the U.S. and abroad should consider the fact that the younger generation is interested in environmental, social, and governance topics, and that it favors companies with similar interests. According to McKinsey partner Tamara Charm, “companies that are able to offer something with value—a better price, better packaging—while at the same time showing inclusivity or authenticity or other values consumers care about will do very well.”
