social marketing

Social marketing applies marketing principles to advance a social cause, idea, or behavior. Its goal is to change behavior by designing, implementing, and controlling programs that increase the acceptance of beneficial social ideas or practices. This can include promoting beliefs, attitudes, and values such as human rights.1

The "societal marketing concept" broadens the traditional marketing approach to include generating customer satisfaction while also considering long-term consumer and societal well-being. Companies practicing this balance profits, customer satisfaction, and public interest. Examples include The Body Shop and Ben & Jerry's, which donate profits to social and environmental causes.2

While marketing can be criticized for promoting materialism, social marketers aim to benefit society by influencing positive change. The rise of the internet and social media has also become a significant platform for social marketing efforts.231