DOING OUR PART
Socially Responsible Marketing
Socially responsible marketing is critical of excessive consumerism and environmental damages caused by corporations. We believe that market offerings must not be only profit-driven, but they must also reinforce social and ethical values for the benefit of citizens.
In addition to the economic implications, marketing exerts a significant impact on the values of society. We believe that the current system creates false wants, i.e. encourages people to buy more than they need, and leads to excessive spending. Too much obsession with material goods, in the long run, may cause damage to society as a whole. For GrooGlobal, corporate profit should not eclipse the collective benefit of the society. That is why we call for a marketing system that contributes to social and environmental sustainability while producing profits for our clients.
Part of GrooGlobal’s response to this is the philosophy of enlightened marketing. Enlightened marketing states that “a company’s marketing should support the best long-run performance of the marketing system. This concept contains five principles: consumer-oriented marketing, innovative marketing, value marketing, sense-of-mission marketing, and societal marketing.
In consumer-oriented marketing, we organize our marketing activities from the consumer’s point of view.
Innovative marketing states that a company must continue to improve its products and marketing efforts, recognizing that if it doesn’t, it risks losing business to a competitor that does. As a response to this, we focus on consistently re-evaluating our techniques to bring the best of ourselves.
The principle of value marketing contends that a company should put most of its resources into value-building marketing investments. One criticism of typical marketing firms is its short-term focus in the sense of promotions and minor improvements. At GrooGlobal our value marketing seeks to create long-term customer loyalty by adding significant value to the consumer offer.
Sense-of-mission marketing suggests that our company mission is defined in “broad social terms” as opposed to “narrow product terms.” This technique allows us to frame our business goals in a way that the organization can rally behind a deeper sense of purpose.