Conscious marketing considers how a company's decisions will impact all stakeholders, including consumers, employees, communities, and the environment. It is important because it builds trust and loyalty with consumers who want to support companies that make ethical, socially and environmentally responsible choices. Some ways companies can engage in conscious marketing include using sustainable business practices, providing economic opportunities, being transparent, promoting diversity and ethical treatment of all people.

1. Conscious
Marketing
Corporate Social Responsibility and Ethics

2. What is Conscious
Marketing?
Conscious Marketing is when a company considers all of its stakeholders
(consumers, employees, the marketplace, and the community at large)
before making decisions. In other words, the company makes decisions not
only for its benefit, but for the sake of everyone affected by the decision.
Conscious Marketing includes three criterias: environmental, social, and
economical.

3. Why is it Important??
Conscious Marketing shows that you actually care about your consumers. Decisions based
around the consumer builds trust. These decisions lead to a loyal relationship between the
consumer and brand.
Generally, consumers are also more likely to purchase from conscious marketers because they
feel like they’re supporting a good cause. Whether it is financially, economically, or socially,
consumers are more likely to purchase from a company that helps make the world better.
Lastly, conscious marketing really helps a brand identify themselves and shape their brand.
The following slides are different ways that a company can participate in conscious marketing.

4. The Environment
Respect for the Environment will cause
respect for the Company. Protecting the
environment is a big concern of many
consumers. Whether marketing a product that
uses recycled materials, helps to eliminate
plastic waste, or reduces pollution,
consumers are more inclined to purchase.
Apple is a great example of a company that
does this. They power all of their operations
with reusable energy, use sustainable
packaging, and have committed to reducing
emissions in order to stop climate change.
Even if the product doesn’t
necessarily give back to the
environment, the business
could still donate to a non-
profit organization that does.
Ivory Ella is a T-shirt company
that has donated 1.9 million
dollars to Save the Elephants
and other organizations that
protect their habitat and stop
the ivory trade. These
donations stand out and truly
make the company who they
are

5. Providing Opportunities
Companies can be socially conscious
marketers by providing opportunities to
people/places that need them. This can be
anywhere from giving jobs to people with
disabilities or in a community in poverty.
Consumers trust that the brand they are
supporting supports an area or group of
people that might be struggling to find good
jobs.

6. Transparency
Being transparent with how money is
distributed within a business is a good
way to be conscious marketers because
it builds accountability. A consumer is
more likely to trust a product and
therefore, buy it when they are
available to see exactly where their
money is going.

7. No Discrimination
Treating everyone equally affects marketing because no consumer would
want to support a company that discriminates against different races,
genders, or the LGBTQ community.

8. Working Conditions
The working conditions of a manufacturer is
important. Take a look at what is known as “fast
fashion”. The use of sweatshops and cheap labor in
the clothing industry has turned countless of
consumers away from stores. Not only this, but it
also heavily decreases the reputation of a company.
In my personal opinion, I am left feeling guilty when
shopping at stores like this because I know that
someone across the world is unethically treated;
buying an item which supports that is not worth it.
Companies that use poor working conditions might
have a hard time gaining trust and loyalty from
consumers.

9. Ethical Labor
Similar to Working Conditions, ethical Labor is another part of Conscious
Marketing. The practice of child labor, forced labor, or any other unethical
labor will turn people away from the business because it is morally wrong.
And like fast fashion, companies will not gain loyal consumers because they
cannot be trusted.

10. Community Activities
The way a company engages with their community is another activity that affects
Marketing. An example of this would be how a business responds to a natural
disaster. A business that wants to benefit their society at large might consider
donating or volunteering to help those affected by earthquakes, hurricanes,
tornadoes, etc. According to Harvard Business Review,
90% of the world’s largest 3000 companies
donated to natural disaster relief. This is likely
because marketers consider their shareholders,
and donating to relief affects their community
greatly.