Social Responsibility - A Growing Marketing Niche

Amy Martinez - 7.27.2009 12:00 AM

The world as we know it is changing. The current economic situation has people changing their lifestyles to match these challenging times we are in. Unemployment rate is high and it continues to rise, people are cutting back in a variety of ways, and  are conserving in areas of their life that they never considered conserving in before. People are re-evaluating their priorities and  consumers are changing their buying habits. Companies that are quick to embrace these changes are going to be more likely to prosper in a difficult economic climate.

Today many people are losing their jobs, taking pay cuts and as a result, they are learning to reduce their personal spending. Over time, people will become accustomed to this and eventually learn to appreciate and value a more simplified lifestyle. Living more simply will happily coexist with living smarter.

Consumer trends drive profits and shape the marketplace. There is a $230 billion marketplace that exists for products and services that meet the needs of consumers who buy based on their personal, social and environmental values.

What can your brand do to ensure it will still be relevant in the changing times?

Embrace Simplicity
This will show consumers that you are in tune with the changing times but will also still be able to get your message out there in a clear, concise manner. 

• Use clear language to convey your core messaging on Websites and all promotional material
• Have easy to find contact information on your Website and several calls-to-action so the visitor can easily contact you when they are ready to do so
• Use simple and clean Website designs – make it easy for your consumers to find the information and products they are looking for

Reduce Waste
This shows consumers that you care about the environment, are interested in conservation of all types of resources, and are not going to pass on any additional expense to the consumer if they purchase something from your company. 

• Create fewer brochures and print materials and direct more people to your company Website
• Cut back in the use of packaging of your products
• Reduce the amount of in-office supplies you order
• Start a carpool program at work or choose an office location that is close to public transportation options
• Supply recycling receptacles at all company and sponsored events

Consider the Future
We all have a responsibility in making the future a great place to be; consumers, families, business owners, and politicians all have a major role to play in creating a sustainable thriving economy for the future. 

• Take your time with the hiring process, make sure future employees believe in your brand and will be with your company for years to come
• Community building activities with your whole team instills the values needed to work together long-term
• Turn off electronics that are not in use, this will save money and energy
• Encourage email-based communication to save money on paper and save some trees

The trends of the consumer marketplace are shifting toward a more organic, community-based, responsible-to-the-world type of ideals. If your brand genuinely lives and breathes these values it will be in a position to thrive today and in the future.

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