5 Societal Marketing Campaigns You Need to Know About

[Published on Zerolens]

Societal Marketing is a hot topic these days – but what is it?

Societal Marketing is a marketing concept which focuses on the social, environmental or other “good” associated with a product or company. Societal marketing is a fantastic opportunity to communicate your brand’s values, what you stand for, and the change you’re striving towards.

Societal Marketing stems from the idea that companies should meet the target market’s needs with the added value of contributing some “good” to wider society. Products shouldn’t just make money for the company, they should innovate and improve the health or wellbeing of consumers, the community, the environment, or the wider world.

Closely related to societal marketing is the concept of the “triple bottom line” – measuring a company’s success in terms of its social and environmental, as well as economic impacts.

It’s important not to confuse societal marketing with social marketing – which is promoting or raising awareness of a cause entirely for social good, for example, a campaign to stop smoking or speeding. Marketing for a charity or non-profit also does not count as societal marketing.

Societal marketing is the act of communicating the added social dimension of a for-profit product or service.

Why Societal Marketing?

Consumers want “more” than just a product. They want to resonate with your brand’s values and feel they’re contributing towards something meaningful. Today’s consumers are increasingly concerned about the environmental and ethical implications of their purchases, and The Nielsen Global Survey of Corporate Social Responsibility even found that more than half of consumers are willing to pay more for products and services provided by companies with a “positive social and environmental impact”. Consumers “vote with their wallet”, and want to support companies and causes deserving of their money.

There’s a big gap in the market for innovative products which meet the consumer’s needs while also contributing something of value in the wider social context. As consumers become more worried about our planet’s future, creating sustainable products and business models, and using societal marketing to communicate the “good” done, is more important than ever before!

What are some examples of Societal Marketing?

Brands can communicate socially conscious values in a number of ways. Anything that contributes to your public image is technically marketing – from your social media presence, to your packaging or PR! Societal Marketing is the act of communicating the “good” associated with your product. Read on for 5 examples of societal marketing done well:

Product innovations which benefit the environment, the consumer, and the company

With almost 1,000 stores worldwide, Lush is one of the world’s best-loved cosmetics retailers with a sustainable focus. Lush doesn’t test on animals, uses only vegetarian or “vegan” products, and innovates to minimise packaging.

In 2017, the company went one step further and introduced “Naked” or packaging-free products, from solid shower gels, moisturisers, shampoo bars and bath bombs. Now, 35% of all Lush products are unpackaged, and customers in the UK can even visit a packaging-free store.

These products no doubt appeal to the brand’s existing eco-conscious consumers, as well as offering a unique experience for a variety-seeking consumer. Their unusual look attracts attention for all the right reasons. From the business’ point of view, this is a great innovation. Not only does this product align with Lush’s zero-waste values, it reduces packaging and production costs for the company. It’s a win-win situation!

Similar examples include OWA’s Moondust Collection, a “powder shampoo”, which lasts far longer than traditional liquid shampoo. As liquid shampoo is 75-90% water, it is production intensive and expensive to transport. Selling the powder directly to consumers cuts down all these costs, reduces emissions, and has two tangible benefits for the consumer: saving money, and knowing they have made the more environmentally-friendly choice.

“One-for-one” model

One of the most well-known examples of social entrepreneurship, TOMS is a footwear and accessory company famous for its “one for all” business model. TOMS pledges to “match” every pair of shoes bought by donating a pair to children in developing countries, and the company expects to donate 100 million pairs of shoes by 2020.

TOMS presents itself as an ethical option for the growing number of consumers frustrated by fast fashion. There’s definitely a “feel good” factor here, as consumers can contribute to a meaningful cause just by choosing TOMS. The brand also uses their social media channels to raise awareness of poverty in developing countries, as well as communicate the impact of their project in communities.

Other examples of the “one-for-one” model are Codecademy, an online education platform which provides coding courses, offering free premium memberships to new users made unemployed by the COVID-19 crisis. Also operating with this model is Figs. This lifestyle company makes premium medical apparel and matches every purchase of scrubs by donating a pair to in-need healthcare workers.

Circular Economy innovations

The “circular economy” is a concept which aims to eliminate waste and reuse resources again for different purposes. Companies find a way to recycle any waste generated, or otherwise offset the environmental damage done. As well as helping save the world, closing the loop usually saves money and solidifies a company’s “green” image.

Ben & Jerry’s is one of the world’s most iconic ice-cream brands and is known for its strong social orientation – everything from supporting gay marriage campaigns to fairtrade and partnering with organisations such as WWF..

Their commercials and packaging encourage consumers to go online and read more about their eco-friendly innovations – from installing solar arrays and a biodigester that turns waste into clean energy to power their factories, to developing more energy-efficient freezers.

Other examples include Enerkem, a technology which extracts carbon from waste that can’t be recycled, and turns it into usable biofuels like methanol and ethanol. Lego’s “botanical elements” are made from responsibly-sourced sugarcane rather than traditional plastic.

Social Activism

Considered one of the world’s most socially responsible brands, The Body Shop promotes causes in store and uses their packaging to raise awareness of issues. One of the brand’s biggest selling points is its commitment to “Community Trade”, ensuring safe working conditions and pay equality for workers. In 2017, The Body Shop launched their biggest ever societal marketing campaign: Forever Against Animal Testing.

The Body Shop brought an 8000-signature petition to the UN to ban animal testing worldwide. As the first global cosmetics company to fight animal testing, promoting massive campaigns like this creates a sense of loyalty among eco-conscious consumers. Consumers can feel they’re “sponsoring” the campaign by buying products, and the brand takes responsibility for a social issue in the industry. This is a very solid example of aligning social activism with a brand’s values.

Other examples: Nike’s UNITED campaign, which promotes racial equality and equal access to sports, recently announced its commitment to donate $40 million dollars to charities supporting the black community in the USA.

Anti-consumerism: Greener, simpler, and more thoughtful

Anti-consumerism is the belief that people don’t have to be “consumers”. We should prioritise buying high quality products, and only buy what we really need. Societal marketing is a way for minimalist brands to communicate how their product reduces the need for consumerism.

In 2011, outdoor wear brand Patagonia launched their “Don’t Buy This Jacket” campaign. It may seem counter-productive, as the ad features a Patagonia jacket and outlines the environmental cost of producing and shipping it to store – 135 litres of water and 20 pounds of carbon dioxide.

The ad encourages people to rethink their needs and avoid fast fashion by buying a “thoughtfully produced” and long-lasting jacket. Patagonia is essentially calling out brands which produce low quality, disposable products and contribute to waste.

This really appeals to customers who love the natural environment and value minimalism. Patagonia’s “Worn Wear” initiative extends a kind of lifetime warranty to customers, who are invited to send in products for free repairs if the brand’s online repair guides do not suffice. This is a great example of societal marketing – producing useful products with a quality and ethical advantage over competitors, which helps consumers save money and live a greener lifestyle.

As this attention-grabbing campaign actually increased sales by 30%, the campaign was a definite win for all three stakeholders in the triple bottom line.

The oldest example of this type of marketing is Volkswagen’s 1955 ad for the “The Lemon” (Bug) which urges viewers to “think small”. The ad outlines that its superior, reliable design will make the car last longer than its competitors.

How could societal marketing work for me?

Whether you’re thinking of bringing a new idea to the marketplace, societal marketing could be a worthwhile strategy for you.

Think about the problem your product solves. Does it remove the need for something else? Does it make a process more environmentally friendly by using fewer resources? Many software products reduce the need for paper as well as saving time! If this is the case, use societal marketing to focus on your product’s innovative, problem-solving side and reach out to the people who will benefit from it.
Choose causes that are relevant to your brand and that are meaningful to you and your consumer base. You don’t want to be accused of “greenwashing” or faking your commitment for PR! Look for organisations, initiatives or projects in the local community or wider world which share your values. Education initiatives or non-profits could potentially use your product.
Organise events and communicate your commitment to the cause in an appropriate way. Events such as clothes swaps, charity fundraisers, or workshops may all be worth considering.

.. And that’s a whistle stop tour of societal marketing and how it’s done!

How do you feel about societal marketing? What are the best (or worst) examples of societal marketing you have seen? How could brands do societal marketing better?

Share your thoughts in the comments!