ZOË BRIMACOMBE Societal Marketing

Definition Societal marketing is used by companies that contribute to social well-being and the health of their community. When it is used, an organization builds their campaigns around the good that they do for the world: environmental or humanitarian.

Purpose To make consumers feel better about buying your product To contribute to global well-being

Purpose Continued To reduce your company's ecological footprint and impact on global warming To give back to the community To give a clear direction to your marketing strategy

Background Introduced in 1972 by Philip Koetler Countered the consumerist mindset of the time Intended as a long- term solution not a short-term one Philip Koetler

Example: Dove Dove has been an advocate for self esteem since it started its Self Esteem Fund in 2006 They have created many campaigns and short films around this cause Dove is partnered with The National Eating Disorder Information Centre, Because I Am A Girl, and Anorexia and Bulimia Quebec Their website holds a lot of self esteem resources and information

"Evolution" Created by Dove This video was produced by Dove as part of their self esteem campaign. It employs the societal marketing concept by supporting the social cause of body image issues and eating disorders, primarily in young girls.

Example: The Body Shop The Body Shop supports a large variety of causes, as they say on their website: "Our values have always been at the heart of our business. In fact, they’re at the heart of everything we do."

The Body Shop Continued Causes that The Body Shop supports: Against Animal Testing (They support Cruelty Free International) Community Fair Trade (Many of their ingredients are supplied by artisans in developing nations) Human Rights (They raise awareness about domestic violence and support the victims of it, raise awareness about HIV/AIDS, fund youth sexual health education programs, and created the Stop The Trafficking of Children and Young People campaign

The Body Shop Continued (2) Self Esteem (They use positive images in their marketing, have a program called LOVE: Learning is of Value to Everyone which provide education and workshops to their staff, and have a global volunteering policy which gives their staff a minimum of three paid days off to volunteer each year) Protect The Planet (The Body Shop is heavily involved in various conservation efforts)

The Body Shop's Campaigns They created a doll called Ruby, intended to celebrate different-sized women and support positive body image content/uploads/2011/06/The-Body-Shop-anti- barbie-ad.jpg This video shows one of their many community fair trade initiatives

References M M Mission/default.aspx Mission/default.aspx cietal-marketing.html cietal-marketing.html concept/ concept/