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.