Week 10 Discussion Response- Marketing for Competitiveness

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Marketing for Social Good

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Marketing for Social Good

The impact of a marketing program that centers on diversity and inclusion is a broad-spreading effect that would not only benefit the companies but also society. One of the influential ones is the Dove Real Beauty campaign that complicated beauty ideals and promoted the vision of women of different ages, sizes, ethnicities, and abilities to become the figureheads of beauty in their advertisement. This is a radical venture that has fundamentally redefined the language of beauty and self-esteem in the domain of popular culture.

This was the greatest hit to the Dove; the brand loyalty and market share were enhanced as there was a good reception to the actual representation. Inclusive marketing was a means of reaching unconventional audiences in mainstream marketing that were traditionally underrepresented through the campaign. The idea of inclusive advertisement research implies that consumer behaviour is influenced by inclusive advertisement, and the marketing representation directly impacts the purchasing behaviour (Zalis, 2019). In Dove, in particular, an image advertisement not only made them a personal care brand, as opposed to another one, but also elicited a sense of identity in consumers who thought they themselves were represented by the marketing campaign, the first of its kind.

Marketing campaigns that have been made possible through diversity are positive in terms of social change as they challenge the status quo in which it is represented, and they broaden traditional boundaries. Behavioural change encompasses marketing strategies and practices that guide organizations to enhance the lives of other individuals and the environment the changing the lives of a significant number of individuals in society (Rodriguez Vilá & Bharadwaj, 2017). The idea that women are to treat themselves well was one of the notions promulgated by the Dove campaign that stimulated people to talk about self-acceptance and body positivity in their homes, schools, and workplaces. This shows how corporate marketing can enhance meaningful social messages to the extent of reaching millions of potential non-users of the item under discussion.

When the organizations, which have a genuine interest in diversity and inclusion, commercially promote their products, they utilize their media to infiltrate the cultural discourse in a manner that would render more people feel represented and respected. This practice shows that success is possible when competitive advantage and the concept of social responsibility proceed hand in hand and not contra to each other. Purposive marketing has the ability to build branding and a positive contribution to the development of society.

References

Rodriguez Vilá, O., & Bharadwaj, S. (2017, September 1). Competing on social purpose. Harvard Business Review, 95(5), 94-101.

Zalis, S. (2019, November). Inclusive ads are affecting consumer behavior, according to new research. Think With Google. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/