Faced with a customer more and more concerned with sustainable development; advertisers have to be socially responsible. In a sector which is often accused of being responsible for mass consuming, wastes and manipulation, socially responsible advertising is doubtless the best way to get back your consumer’s confidence.
I- The ins and outs.
A socially responsible advertising is a communication which evaluates and conducts, in a responsible way, the environmental, social and societal consequences of its messages. For a lot of people there is a strong opposition between sustainable development and advertising. (http://findarticles.com/p/articles/mi_hb6167/is_1-2_6/ai_n28975589/)
Nevertheless, in an economy where the client is a key component to the brand’s survival, companies “are facing increasing pressure to both maintain profitability and behave in socially responsible ways”(1). The question is how to deal with it in loyal way and not in an hypocritical one?
Nevertheless, in an economy where the client is a key component to the brand’s survival, companies “are facing increasing pressure to both maintain profitability and behave in socially responsible ways”(1). The question is how to deal with it in loyal way and not in an hypocritical one?
Socially responsible communication professionals recommend some rules to follow to create socially responsible ad campaigns: (http://www.cato.org/pubs/regulation/regv28n1/v28n1-noted.pdf)
# Consider your target as individual persons and not only as simple customers. (http://EzineArticles.com/?expert=Gano_Bristol)
# Use individual techniques and participative marketing to promote your products: you have to humanize your targets considering all of its specificities.
# Choose socially responsible supports such as mailing, internet, videos. The aim here is to use as less paper as possible.
# Find the optimal media planning in order to have a better targeting and reduce ad campaign’s CO2 emissions.
# Do not be a hypocrite or a liar: better to link your ads with true actions.
# Do not do Greenwashing! (2)
To conclude, we can say that socially responsible advertising is a key component in corporate image and in its relationship with customers. Nevertheless, brands must be sure not to use it as a new marketing gimmick because if the customer knows it; it is going to be the green golden gate for brand’s image!!
(1) As it was underlined by Lois A. Mohr Associate Professor department of marketing, Georgia state University in her report untitled: “Do consumer expect company to be socially responsible? Impact of Corporate Social Responsibility on Buying Behavior.” http://www3.interscience.wiley.com/journal/119014960/abstract/
http://www3.interscience.wiley.com/cgi-bin/fulltext/119014960/PDFSTART
(2) Greenwashing (green whitewash) is the practice of companies disingenuously spinning their products and policies as environmentally friendly, such as by presenting cost cuts as reductions in use of resources. It is a deceptive use of green PR or green marketing.
http://www3.interscience.wiley.com/cgi-bin/fulltext/119014960/PDFSTART
(2) Greenwashing (green whitewash) is the practice of companies disingenuously spinning their products and policies as environmentally friendly, such as by presenting cost cuts as reductions in use of resources. It is a deceptive use of green PR or green marketing.
