But how long before this timid mindset changes?
As we move into a 'connected economy', businesses are starting to value relationships more than transactions and what has been viewed as 'added value' or 'niceties' are now becoming vital to the survival of businesses. The JSE Securities Exchange's launch of a socially responsible investment index (SRI) in Johannesburg on 19 May, is but one example of this paradigm shift.
Social investment in itself is, however, not enough and there is a need to look closer to base. Gone are the days of public relations professionals trying to salvage negative images by implementing elaborate socially responsible investment programmes. Although the participation of businesses in areas of social and environmental upliftment definitely has a role to play, it is not enough and social responsibility should form the basis of every one of Kotler's four P's – product, price, place and promotion. Being involved with sport upliftment programmes is not going to improve the fast food industry's image if their products and the way they market it, are contributing to the obesity issue many countries face.
And so a new form of 'through-the-line' marketing is born – not in terms of merging above-the-line with below-the-line strategies, but in terms of integrating social responsibility with marketing strategies. Marketers and public relations professionals do not have such different agendas after all!
One can, however, not talk about this new form of through-the-line marketing without touching on the relationship between corporate responsibility and personal responsibility – especially when it comes to food products. That in itself is a completely separate subject matter, but it is important to note that the rally for social responsibility should not compromise consumer choice and civil liberties by taking government intervention too far. Instead businesses must foster a sense of balance, responsibility and ownership.
But as social responsibility in terms of the marketing strategy becomes the norm, what was once presented as a point of difference, will become standard. It won't be long before consumers will demand ammonia free cleaning equipment instead of paying more for products with this 'exclusive luxury'.
So what will set businesses and their marketing strategies apart in the future? Added value – or socially responsible investment in terms of the four marketing P's. Instead of just 'not doing harm' and perhaps investing in social and environmental upliftment on the sideline, businesses will have to develop pro-active marketing strategies that in itself will actually benefit the consumer. Adding educational value to marketing material aimed at children is but one example of adding value to one of the four P's in order to build good relationships.
In short, businesses of the future will have to do more than just satisfy and retain consumers. They will have to delight consumers.
