Reflections

Marketing has a central role in shaping the values of our society. Our culture both influences and is influenced by marketing. If we are going to make the drastic changes that are necessary for addressing the social and environmental issues that currently exist in the world today marketing will be understanding the impacts of marketing will be essential. 

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A central focus of this course has been on marketing concepts and terminology. Objective one, "To examine and convey basic and emerging marketing concepts and terminologies", was infused through out the course. A concept that were especially influential as I explored the connection between marketing and social responsibility was, the significance of brand equity in the portrayal of socially responsible corporations. Socially responsible businesses are especially reliant upon building brand equity, because their portrayal as a company that is not only focused on profit, but also people and the planet. This connects with the fourth objective "To explore ethical issues confronting marketing managers". This objective was especially applicable to my focus on socially responsibility through the progression of the course. In order to act ethically businesses must operate under a framework that is not only focused on profits, but also reliant upon social and environmental issues.

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Marketing is not only an influencer on culture, but is also influenced by culture. The third objective is "To recognize the importance of the consumer and the vital need for consumer orientation on the part of all employees in all firms and organizations" understanding that the marketing process starts and ends with the consumer is relevant to the focus on social responsibility, because it empowers the consumer to be a motivator of corporate change. If consumers are concerned that current business operations are inadequate they can force change through the understanding that the customer is vital to business operations. 

In order to successful market a product marketers must operate successfully on a team, feel confident with research and presentations, and fell comfortable drafting reports. Developing these skills is the third objective, “To have the opportunity to put marketing into action via team and individual projects, research, reports and presentation”. Marketing requires a skill set that was expanded upon through personal and group presentations, practice marketing programs and current events. 

Moving beyond marketing and into personal and professional roles, the sixth and final objective is particularly relevant. "To set personal and professional goals and positively contribute in an engaged class". Professional goals are achieved through the development of skills that are relevant to the workforce, through my engagement in the projects and assignments in this class I was able to develop the skills that will help me in my professional development. My personal goal of aligning the value of addressing social and environmental issues with consumer behavior is an aspect of my life that I will diligently practice and improve on as I continue to conscientious consumer behavior.  

Being a Socially Responsible Consumer

Check the tag on your clothing. Where was your shirt manufactured? Where do the items that are held so closely to your every day life come from? Your laptop, your phone, the paper you write with, the pens. These materials that blend into the background of our lives are central to the lives of people half a world away who we will likely never meet.

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Our privileged position in the globalized world carries with it an intense responsibility to be conscientious consumers. In order to ensure that our actions do not have harmful impacts on the others we need to become more aware of the actual costs to produce and charge prices that cover these costs. This not only an essential component of ensuring that we are not taking advantage of our privileged position, it is also essential for the caring for the planet and securing worker safety.

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Cutting corners to provide consumers with everyday low prices is not good for humanity, and it is not good for the planet either. The photo above is of a factory that collapsed in Bangladesh (The True Cost Documentary). The factory was not certified for worker safety and as a result thousands of lives were lost in an attempt to cut corners and reduce costs of goods in order to reduce the price for consumers. When we purchase products we should be expecting to pay the appropriate price that covers the actual cost that is associated with producing the good. In fast fashion we notice that the nature of a fashion product life cycle involves moving quickly from the introductory phase, to growth, maturity and decline. This means that trends are quickly changing, which results in mass disposal of products. This is not good for the earth. It is not a fluid cycle of materials, but rather results in the mass production of materials that consolidate in land fills.

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The production and disposal of products, from food production to automobiles and clothing is posing an enormous threat to our environment and to the world at large. We cannot continue to consume in this way, because it is not sustainable, we will use up our resources, we will run out of space and we will destroy our planet.

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We have an obligation to our planet and to each other. By changing the way that we consume we can transform business. Consumers have the power to drive business demand to respond to what consumers claim to be valuable. If we are able to create the demand for caring for our planet and those who inhabit marketers and businesses will respond to those demands. Eating seafood should not result in a barren sea. Eating chocolate or drinking coffee should not mean that the forests are destroyed. We should not burn the rainforest to graze cattle for hamburgers. We should demand more sustainable practices, because if we do not, the implications on the planet in our lifetime will drastically deteriorate.

Social Responsibility and Millennial Ambassadors

The demand for socially responsible products among millennials has created a unique opportunity for entrepreneurs. Millennials are especially interested in products that address social issues and advocate for the common good. Love Your Melon is a non-profit that meets the socially conscious needs of millennial consumers. 

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Love Your Melon was co-founded by two students in an entrepreneurship class and the University of St. Thomas in Minnesota. The business model is similar to that of Toms, which provides a pair of shoes for a child in need with each shoe that is purchased. Using a similar model, Love Your Melon provides a hat for a child who is battling cancer for every hat that is purchased. In the two and a half years since beginning operations the organization has been able to provide a hat for every child that is battling cancer in the United States. The company will now be giving 50 percent of its proceeds to two partner foundations, CureSearch and The Pinky Swear Foundation. CureSearch is a non-profit devoted to investing in research for childhood cancer treatments and The Pinky Swear Foundation eases the financial and emotional hardships of cancer by providing support for patients and their families. 

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Love Your Melon is a unique company not only because it was founded by members of its target market segment, but also because its major marketing strategy relies on members of this cohort as well. The products of Love Your Melon have been promoted at 225 colleges and universities through out the United States by Love Your Melon Ambassadors. It was through one of these ambassadors at Saint Michael's College that I became aware of Love Your Melon and its support mission for children battling cancer. The Ambassadors promote their mission by spreading awareness of the products and mission of Love Your Melon to fellow students at their representative colleges and universities. Last week there was a Love Your Melon Ambassador tabling in Alliot. She had examples of the product lines that Love Your Melon offers and students were able to purchase the products there or place orders. This is an innovative marketing strategy that is especially applicable to the millennial cohort. 

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The organization became wildly successful and has now expanded their product mix and now has multiple product lines including: beanies, cuffed beanies, caps, shirts and accessories. The initial product of the love your melon beanies are reaching the end of the growth sector of the product life-cycle and entering into the maturity phase. The success of the initial product lead to the addition of multiple product lines to the Love Your Melon product mix. This expansion has made it possible for the organization to expand on its mission. The mission has expanded from providing a hat to every child battling cancer in the United States to donating 50 percent of proceeds to cancer research and funding from families through two partner organizations, CureSearch and The Pinky Swear Foundation.

Love Your Melon: Goal Reached

https://www.youtube.com/watch?v=4tpEvxl63gg

Love Your Melon has sold over 35,000 hats since it was founded two and a half years ago. This means that the organization has been able to reach its goal of providing a hat for every child battling cancer in the United States. The video above establishes the future goals being set by the company. Love Your Melon has now set the goal of donating 1 million dollars to both of their partner organizations by the end of 2015. This funding has the potential to have far reaching impacts on cancer research and support networks for patients and their families, this is an example of business that upholds and supports the common good. 

Marketing for Sustainable Communities

Communities are developing resourceful methods for improving the health and quality of life of their constituents through the promotion of green energy and environmentally sustainable practices. Having spent the past semester in Washington, DC I become familiar with the programs that this city utilizes to encourage a healthy environment and support system for the members of this community. One program in particular that was especially successful in promoting a sustainable environment and decreasing economic disparity was Sustainable DC. 

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As a non-profit in its second year of operation, Sustainable DC is largely focused on increasing the awareness of its company and the goals of its organization. Under the progress sector of its website, Sustainable DC acknowledges it awareness spreading accomplishments of having spoken about sustainability with "8,650 people at 166 community events" (http://www.sustainabledc.org/). In order to increase the awareness of the non-profit and its mission Sustainable DC is currently holding a photo contest asking community members to post images of the impact of climate change and possible solutions in order to win prizes. This is a useful marketing tool for a non-profit in its introductory phase. 

In order to promote environmentally sustainable practices Sustainable DC spreads awareness of programs they offer for homeowners and organizations such as universities and school systems to increase their sustainable practices. This includes RiverSmart a program within Sustainable DC that supports environmentally sustainable practices and utilities to decrease run-off into DC's rivers. The program promotes the installation of green roofs, rain barrels and sustainable landscaping that decreases run-off. This program also involves the planting of trees, since its establishment two years ago, 11,590 trees have been planted.

 

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In order to provide a reward system for community members who participate in the RiverSmart program, Sustainable DC provides a rebate program.The RiverSmart Rebates that are provided for home owners are listed on their website as follow: 

"Trees: rebates up to $100 to individuals who purchase and plant trees on private residential or commercial property 

Rain barrels: rebates of $1 per gallon for rain barrels, with a maximum rebate of $500 

Landscaping (rain gardens, impervious surface removal, and permeable pavement): rebates up to $1.25 per square foot of impervious surface treated with landscaping features, with a maximum rebate of $1,200" (http://sustainable.dc.gov/service/get-riversmart)

As marketers of unsought goods, Sustainable DC utilizes a marketing mix that is based on consumer outreach. Sustainable DC's marketing strategy involves door-to-door selling through meetings with residents, students and teachers in local area. The goods that Sustainable DC markets to consumers are discontinuous innovation products and as a result are high level learning products. 

The video below provides an example of the high-level learning that is involved in educating community members on the environmental impact of storm water run-off. The video also provides solutions for addressing this large issue in the District of Columbia.

Rock Creek: Storm Water Management

https://www.youtube.com/watch?v=jqtDvnvuU10

For Sustainable DC, living in a healthy, supportive and sustainable city means emphasizing the importance of renewability and adaptability. Environmental advocacy stresses the importance of renewable resources that are self sustaining and do not require the exploitation of our finite environmental resources. Adaptability is also a requirement for sustainability, because it is through adaptability that our most vulnerable populations are able to have the security through their hardships. 

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Sustainable DC not only strives for a city that promotes environmental best practices, but also a city that values its members and promotes human agency. Addressing the vast array of social issues that exist in the world today will require innovative and sustainable solutions. Sustainable DC is a reputable example of a community based solution with far reaching and sustainable impacts. 

Marketing Responsibly and the Environment

Marketers respond to the values of consumers. Through the screening and evaluation of consumer wants marketers are able to align their products with the demands of their consumers. The current consumer demand involves an interest in products that are environmentally conscious and sustainably manufactured. This is especially relevant among the target market segment of Generation Y and Millennials. These demographic market segments tend to be less focused on the individual and more focused on the community. These cohorts also have a greater concern for social issues and the human impacts on the environment. When targeting these demographics it is essential to focus on the interests of this demographic.

Companies that successfully market to this cohort recognize the concerns that these generations have for environmental issues. In response to the changing consumer value, marketers have reevaluated the marketing mix to meet the needs of environmentally conscious consumers.

A company that is especially adept when in comes to meeting the environmental interests of its consumers is Seventh Generation .

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Seventh Generation strives to provide its consumers with innovative cleaning and hygiene products that are toxin free, from the earth and good for the earth. The Forbes article, 11 Companies Considered Best For The Environment ranks Seventh Generation number one on a list of 84 companies considered "Best for the Environment".  Seventh Generation uses its marketing mix to promote plant based products. In order to provide a clean that comes from truly 'clean' products that are good for the health of individuals and good for the environment. 

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While many companies that are promoting their products as environmentally sustainable are perceived as Green Washing to expand their market interest. This is not the case for Seventh Generation, because it mission and values are to do good for the earth using a triple bottom line. The triple bottom line promotes a mission for the business that  values people, the planet and profits, rather than a mission that has a focal interest only in producing a profit. 

The customer's perspective of Seventh Generation is that they are true to their value of caring for the seven generations that will follow our own. The company is not only interested in caring for the earth for the people who now inhabit it, but also for the future generations to come. 

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The Seventh Generation Earth Month campaign strives to highlight the value that the company places on caring for the earth every day through both the goods that it produces and the values that it practices and instills. 

https://www.youtube.com/watch?v=n3MJ7ZaYET8

Seventh Generation strives to enable it's consumers to change its purchasing of routine products, by providing a reason to change to current routine purchasing patterns of consumers. Through the creation of products that are good for the planet and good for consumer health Seventh generation is able to provide its consumers with a method for bettering the world and for taking action to promote a sustainable future for our environment and all who call this planet home. 

Works Cited

Kerin, Roger A., Steven W. Hartley, and William Rudelius. Marketing. 12th ed. New York, NY: McGraw-Hill Education, 2015.

Marketing and Social Change

For companies with an established brand it can be beneficial for the company to coincide its mission with that of a social issue. This mutually beneficial mission is good for the company, because it can improve the brand equity of the company. Brand equity is the added value of brand for consumers and stakeholders beyond the functional value of the products produced under the brand name (Kerin, 284). This partnership is also beneficial for the social problem, because it increases the public's awareness of the social issue. Through the combination of efforts the hope is that there will be increased awareness for both the company and the social issue. 

NIKE, Inc.  has utilized the power of its brand to promote awareness of the capacity of girls to enable global change. The Nike Foundation along with other partners including NoVo Foundation and the United Nations Foundation created a collaboration known as The Girl Effect in 2005. 

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The mission of The Girl Effect is: "Change the world for girls and enable girls in their unique capacity to change  the world" (Girl Effect). 

In order to support the values outlined in their mission the Girl Effect has established the long term goal of providing 250 million girls living in poverty globally with access to the assets that they need to reach their full potential (Girl Effect).

https://www.youtube.com/watch?v=zxV_o65nZYA

The Girl Effect provides the empowerment of girls as a tool for overcoming global poverty. The Girl Effect in many ways functions in a way that is similar to the ripple effect. If you act now and educate and empower girls you are not only improving the quality of life that those girls are able to lead, but you are also empowering the children that those girls may someday have. The Girl Effect establishes that change starts with a girl. 

By connecting their brand to this social issue Nike is able to promote the empowerment of all women and girls. Empowering girls provides those girls with the tools to change the world. Through the empowerment of girls globally Nike is able to develop a brand personality that is associated with empowerment, strength and endurance not only in the athletic market segment, but also expanding into the female market segment. 

  

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Nike associates it's brand with the empowerment of women not only through its continued support of The Girl Effect, but also through advertisements meant to emphasize the power of girls and women. Nike is able to expand their target market to include women and girls and by doing so the company is able to expand its product mix to include a product line that is specifically intended for women and girls (Kerin, 250).  

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The collaboration of the marketing mix and social issues is not only good for the development of brand equity, but it is also good for the moral development of the world. Connecting a brand with a social issue is one approach that can be used to promote social change through marketing.  

Works Cited

                   "The Girl Effect." The Girl Effect. N.p., n.d. Web. 23 Oct. 2015. http://www.girleffect.org/ .

Kerin, Roger A., Steven W. Hartley, and William Rudelius. Marketing. 12th ed. New York, NY: McGraw-Hill Education, 2015.

Consumer Behavior Driving Social Responsibility

There are social forces that drive consumer behavior. An influential social force is the cultural shift towards a greater concern for environmental sustainability and socially responsible goods. This changing value in sustainable goods and services is particularly relevant for the generational cohorts, Generation Y and the Millennials.

A company that meets the consumer demands for sustainably sourced products is The Rainforest Alliance.

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The generational cohorts that are particularly aware of products that have been verified in meeting the sustainably resourced requirements are Generation Y and the Millennials.  Generation Y is composed of 72 million Americans. The people in this generation were born between 1977 and 1994 and are draw towards social change and environmental preservation. Members of the Millennial's generational cohort are also targeted by the Rainforest Alliance for the environmental concerns and connection to the world outside of their individual needs  (Kerin, 70)

The promotional advertisement below is an example of generational marketing in which the members of Generation Y and the Millenials are being targeted as specific generational cohorts with a strong desire to do good in the world and support a sustainable and socially responsible future.

Follow the Frog: Rainforest Alliance Promotional Advertisement 

 https://www.youtube.com/watch?v=3iIkOi3srLo

This advertisement provides an alternative for being radically involved in social movements and instead provides an opportunity for these generations to make a difference in the world from the consumer choices that they make. 

The goal of this promotional advertisement is to target the method that consumers have for choosing routine problem solving good. This is an especially difficult task for consumers, because these are products that involve minimal involvement in the purchase decision process. 

The purchase decision process consists in 5 stages:

1. Problem Recognition
2. Information Search
3. Alternative Evaluation
4. Purchase Decision
5. Post Purchase Behavior

(Kerin, Chapter 5)

The Rainforest Alliance attempts to penetrate the routine problem solving market, by making the switch to Rainforest Alliance products a simple transition for the consumer. The typical products of routine problem solving that can easily be made into a more sustainable choice are listed below.

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The examples of products that are listed above are routine problem solving products such as: coffee, chocolate, fruit, flowers and juice. In order to change consumer behavior Rainforest Alliance has to increase the involvement in the purchase decision process for such routine products.

Changing consumer behavior is extremely challenging, especially in regards to brand loyalty. If a consumer is consistently choosing the brand of their parents it is difficult to promote a greater involvement in the purchase decision process for such routine products. Luckily the change in values of the youngest generational cohorts is driving companies towards more responsibly sourced and environmentally conscience products. The slogan that is promoted to make this transition less of a challenge is to simply, "Follow the Frog".

The advertisement below shows how the consumer demand  for greater social responsibility is impacting giant franchises. In Australia McDonald's consumers drove the company towards more sustainable actions, which resulted in the coffee beans in a McCafe being certified through The Rainforest Alliance.

                                         Rainforest Alliance: Advertisement for McCafe

https://www.youtube.com/watch?v=P7c1FjCmmLw

Marketing responds to and meets the needs of the consumer. If there is a perceived need for greater social responsibility companies will change their product and promotion to meet this need. The advertisement above is a strong example of the corporation McDonald's responding to the needs of their Australian consumers. The external consumer demand for sustainable action impacts the internal priorities of companies.

As consumers we are witnessing a shift in cultural preferences towards a more socially responsible business world. Consumer values have the power to shape corporate values. This knowledge will play a powerful role in shaping the world that we all share.

Works Cited

Kerin, Roger A., Steven W. Hartley, and William Rudelius. Marketing. 12th ed. New York, NY: McGraw-Hill Education, 2015.