Conscious marketing considers stakeholders and ethics. It has four main principles: recognizing marketing's greater purpose beyond profits, considering stakeholders and their interdependence, having conscious leadership and corporate culture, and making ethical decisions. Conscious marketing encourages firms to be more responsible in their actions and connect with consumers by addressing important issues.

1. Conscious Marketing
Melina Low

2. Conscious marketing is when the purpose of the firm is more than just making money by selling
goods and services.
It consists of four main principles:
■ Recognition of marketing’s greater purpose
■ The presence of conscious leadership and a corporate culture
■ Consideration of stakeholders and their interdependence
■ Understanding that decisions are ethical
What is conscious marketing?

3. ■ The marketing function must recognise that the purpose of marketing is much greater than
solely making profits. When the firm recognises this, the action it takes after will improve the
incomes and outcomes of all marketing actions.
1) Recognising The Greater
Purpose Of Marketing

4. ■ Marketers must consider how their actions will affect many different kinds of stakeholders.
■ They want to affect stakeholders positively and not negatively.
2) Considering Stakeholders

5. ■ A stakeholder is anyone who is affected by the actions of a firm. This can be a variety of
people, from corporate shareholders to employees and even their families.
What Are Stakeholders?

6. ■ Using conscious marketing implies that all of the firm’s leaders are dedicated to being
conscious at all business levels.
■ This type of leadership created a corporate culture.
3) Having Conscious Leadership

7. ■ Corporate culture is a set of beliefs and behaviors that help to guide the managers and other
employees of a company to interact and handle business transactions with customers.
What is Corporate Culture?

8. ■ Conscious marketers have to make decisions based on sound marketing ethics and
business ethics.
4) Understanding That Decisions
Are Ethically Based

9. Business ethics is distinguishing
between right and wrong actions
or decisions that occur in a
business setting.
Marketing ethics is determining
right and wrong with regards to
marketing situations including
societal, global, or individual
consumer issues.
Business Ethics VS Marketing Ethics

10. ■ Conscious Marketing is important because it encourages the firm and marketers to be more
responsible in their actions. It can also help the firm connect with consumers because they
take into account their important issues and take action on them.
Why Is Conscious Marketing Important?

11. Resources
■ Grewal, D., & Levy, M. (2021). M: Marketing. New York: McGraw-Hill Education.

12. CREDITS: This presentation template was created
by Slidesgo, including icons by Flaticon, and
infographics & images by Freepik.
CREDITS: This presentation template was created by Slidesgo, including
icons by Flaticon, and infographics & images by Freepik.
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