Social Marketing and Corporate Social Responsibility
Sustainable development has shown that the destruction of the natural heritage of nations is not helpful, or improve their competitiveness, but quite the opposite. And CSR of companies is one of the keys to sustainable development. But although these approaches are often reduced to issues of infrastructure and environment, sustainability and CSR criteria should also contribute to improving the development and dignity of human beings.
It is increasingly evident that companies with speculative mentality have little future. The link with customers must be sustainable and create an empathy as a result of which each party feels satisfied with the relationship. That is the mission of marketing.
Like other sciences and disciplines marketing is not inherently bad or good; It depends on the use made of it. Unfortunately, the people who have used it has done many times with the sole purpose of benefiting; regardless of sustainability criteria, i.e., regardless of the damage they may have caused to others.
Many unscrupulous marketers have taken advantage of their ability in handling the tools available to cause increased demand for products or services unnecessary or poor quality. His only intention was to take advantage of the lack of information or good faith of those interested in them. That is why this discipline is perceived with a certain connotation of lying or deception. An example is a definition that the Uruguayan writer Eduardo Galeano included in some of his essays: “Marketing teaches to accept the domination of the strongest, to confuse personality with a car, dignity with a cigarette and, sometimes, happiness with a sausage. “
Fortunately, things are changing. The reasons for this improvement are three: the pressure from customers, maturity of the business and the significant increase in competition. This has forced entrepreneurs and managers understand that marketing has an increasingly important component of sustainability and social responsibility.
On the one hand, the “customers” are becoming more sophisticated. The level of information grows quickly, and even subjectivity remains key in their decision making, the rational component has more influence than many belief. On the other hand, failures due to unscrupulous attitudes of some marketers have made them understand that the pursuit of ephemeral benefits normally become resounding failures. Although as in all walks of life, marketing has always been more responsible and serious people than the other.
Finally, offers have multiplied. So today “the worst thing for a bad deal is a good marketing plan.” Precisely marketing discloses what is offered and if it is bad, the potential customer “buy” to another provider.
The situation has improved significantly for customers. It is they who choose to dominate the situation and force those who offer to strive to make things better every day.
Those who have achieved a solid and sustainable business success have been those who have understood and assumed initially that serious people recommend when it comes to business, the scheme “win-win.” And are the products and companies that have taken into account their social responsibility as part of its business strategy which has truly succeeded. A scheme to individual business level might call “sustainable business development.”
Marketing, through its tools, especially advertising, has a powerful force of persuasion that can reach shape attitudes and behaviors. Therefore its social responsibility is very clear and full capacity to contribute to the authentic and complete development of people can foster improved welfare of all members of society. It has a great social responsibility; rather, those who apply have it.
When something is offered to current, and potential customers should be done with sustainability criteria and the common good.Products or services should have sufficient commercial merit; provide a clear and useful benefit to those who would be interested in them. It is regrettable to see how the messages, i.e., advertising, are based on frivolous concepts and often, unethical, even immoral. In advertising agencies more concerned with the success of the process in the event they have much to change.Messages sent to the “customers” by whatever means naturally must convey accurate information about these products so that the “potential customers” are interested in them, and should convey an image as close as possible to reality. Although to distinguish themselves from other competitors will focus on those more positive aspects and try to bring out the negatives of competitors. This is competition! But to compete must be done with ethical and aesthetic standards, which in sport means fair play.
So expect that marketing plays the role it deserves, and who have the ability to use become aware and assume their obligations as the rightful perspective of sustainability and corporate responsibility.