2. What it Means Corporations to Engage
in Conscious Marketing
Conscious marketing goes beyond just corporate social responsibility but
refers to the overall meaning and purpose of the company and its
marketing.
Corporate social responsibility is an important element of conscious
marketing, but they are not the same thing.
Corporate social responsibility implies a focus on the triple bottom-line of
good performance according to economic, environmental, and social
criteria. Therefore can support and help promote conscious marketing
3. Defining Conscious marketing & Ethics
It can be defined as companies that are both socially and environmentally
conscious and use ethical marketing practices
Conscious marketing involves a sense of purpose for the firm that is more
than simply making a profit by selling products and services.
It consists of four main principles: a greater purpose, consideration of
stakeholders, conscious leadership and culture, and ethics
4. A Greater Purpose
The greater purpose can mean a company should be in business to do
more than just make money.
In order to embody this ethical corporations realize that in order to
become successful over the long term, you must provide true value.
That comes from passionate people getting inspired about their work.
Having a an ethical work environment makes all this possible.
The actual purpose might vary, such as providing necessary products,
ensuring employment opportunities, or achieving greener production
methods
5. Consideration of Stakeholders
Firstly stakeholders of a company include: Employees,
customers, the marketplace, society, and the environment
Employees: A firm committed to conscious marketing treats its
employees with decency and respect.
Customers: When companies exhibit conscious marketing
principles, customers know that they can trust the firms to
provide healthy, ethically acceptable products and services.
6. Consideration of Stakeholders
Marketplace: An industry improves its practices and avoids scandals
Society: This stakeholder is local, national, or global communities.
Environment: The benefits of conscious marketing might include cleaner
air and water as well as healthier product options.
7. Conscious Leadership and Culture
A conscious culture is one in which both management and employees practice
self-awareness of the environment they’re part of,
A culture where everyone feels accountable, empowered, and expected to act in
a way that is in accordance with the culture the company seeks to foster
Conscious leaders focus on the whole company and realize that their role is to
create a culture of trust, care and expansive influence.
Conscious leadership creates many positive results like a great working culture.
8. Conscious Culture
Company’s who operate under a conscious culture is the cement
between leadership and employees,
Conscious culture fosters respect, dignity, and care, and builds trust
between a company's team members and its other stakeholders
Conscious cultures create a sense of fearlessness, openness,
welcomes, accountability, and transparency.
Companies with a strong culture also have a consistent stream of
referrals from employees, who recommend qualified and high-
quality applicants, and highly engaged workers.
9. Ethics
Marketing ethics is an area of applied ethics which deals with the
moral principles behind the operation and regulation of market and
it has profound benefits for companies
Focusing on ethical marketing will maximize customer satisfaction
and maintain consumer trust and brand credibility
In order to have ethical making decisions any action that is not
ethical or socially responsible, the conscious firm will make changes
to its marketing strategy
Being a part of an ethically responsible firm should be important to
every employee, but it is particularly important to marketers because
they interact most directly with customers and suppliers and make
decisions about how their products impact society and the
environment.
10. In Conclusion
Corporations can starting by stating social consciousness and
ethics in their corporate mission statement.
Corporations should institute policies and procedures to
ensure that everyone working for the firm is acting in an
ethically responsible manner.
Corporations can model their ethical policies after a well-
established code of ethics like the one provided by the
American Marketing Association.
Corporations can utilize a metric such as the ethical decision-
making metric in exhibit when making ethically sensitive
decisions
