Consumers, CSR management

Cause-related marketing remains controversial, despite its rapid growth, with some warning that charities are selling themselves short. We don't agree that is generally true. The scale of activity and the professionalism on both sides is now such that a real market is developing in charity tie-ups. If either side thinks it is not getting a fair deal, other options are often on offer.

But looking beyond the payment for endorsement - `cash for cachet' - the true power of marketing as a force for social good is being underestimated. The potential lies in moving from simply selling more product to changing social behaviour.

Here's an example. Hindustan Lever wants to sell more soap in India and encourage brand switching. It can advertise conventionally or it can offer a money-to-charity promotion. Provided both are effective, the latter has greater social benefit than the former. But what if, in the way soap is marketed, consumers understand the benefits of washing hands regularly to cut the incidence of killer diseases like diarrhoea and dysentery? The product is still sold but the long term social impact is huge.

Basic health is a no-brainer, but what about cars and safe driving? banks and prudent saving? Social responsibility in marketing is about more than cause-related campaigns. Social marketing is the future.

Corporate Citizenship Briefing, issue no: 44 - February, 1999