We all know that advertising can be lucrative, but it is important to recognize the importance of pursuing a high level of social responsibility especially in promoting products such as haze marijuana seeds and others that fall in the “gray products” category.
Publishers and advertisers make a lot of money from advertising, but it is important to not let the pursuit of money deter them from upholding their values and responsibilities. While there is a gray area when it comes to advertising, it is imperative to pursue responsible advertising as a means of achieving long-term success.
Corporate social responsibility marketing
There are a number of reasons why a company would want to consider pursuing a corporate social responsibility strategy. Apart from its potential for increasing profits, CSR initiatives can increase employee satisfaction and engagement, as well as attract people with similar convictions. Most importantly, these initiatives are effective at creating a better world while generating increased stakeholder support. Listed below are some of the benefits of implementing a CSR strategy for a company.
The first benefit of incorporating corporate social responsibility into a company’s strategy is its ability to influence the way consumers think about the brand. In the past, environmental considerations were limited to identifying potential threats. Now, proactive firms have integrated socially responsible goals into their top strategic plans. However, it is important to note that some CSR statements are misleading. For instance, the Swedish fast-fashion chain H&M has been accused of greenwashing, a practice in which companies give the appearance of being environmentally friendly, while in fact, they are not.
Socially responsible advertising
The ICAS published a paper on socially responsible advertising on 26 September 2019. It is an important document that lays out standards and examples for advertising in support of CSR. It provides examples of environmental claims, healthy eating pledges, company certifications, and a special case of South African BEE policy. The ICAS also hopes to initiate discussions on the ways to improve references to marketing practices of companies. Its aim is to provide a comprehensive reference for the advertising industry.
The Conn Communications/Ebiquity Global CSR Study found that ninety percent of consumers would stop buying a brand if they discovered that the company was deceitful about its practices. The study also found that companies cannot simply brag about their ‘social good’ initiatives. People can see through this deception and can tell when a company is just using a ‘social good’ initiative as a marketing ploy. For example, in 2015, Volkswagen cheated on emissions tests. Dieselgate still hasn’t fully recovered from the scandal.
Environmentally friendly advertising
Environmentally friendly advertising is increasingly popular as consumers are becoming more aware of the impact of their spending. According to a recent study, one in five consumers would change their search engine to avoid ads that are not produced sustainably. Further, one in four respondents would avoid buying a product or service that does not show environmentally friendly ads. Furthermore, 69% of consumers globally said they would spend money on a brand that practices green advertising. These statistics demonstrate that consumers are willing to pay more for products and services that support environmental causes.
Environmentally friendly advertising has several benefits for a company. It draws new customers and can influence the design of products and services in the future. The use of humor and humorous threat persuasion theory has proven to be successful in influencing consumers’ actions. Although humor can still cause fear in consumers, it tends to have a positive effect on ad engagement. Environmentally friendly advertising can influence a brand’s overall brand image and influence.
Ads that are impactful
Some people argue that advertisers have a social responsibility to create and use products and services that can have both positive and negative effects on society. While these claims are unfounded, there are certain methods of responsible advertising that businesses can use to create a more positive impact on society. Among these methods is persuasive advertising. Advertising can create a sense of urgency or an emotional connection to a product or service, influencing people to purchase it. These products can be physical like cigarettes, or digital like social media platforms.
For example, Unilever has made a distinction between the Dove self-esteem campaign and the Lynx campaign mocking the sexual fantasies of young men. Unilever should be commended for its efforts to make responsible advertising impactful on children. They are promoting positive imagery and protecting children. Responsible advertising to children can also be an effective means of promoting positive habits, especially in developing countries. This article explores some of the key aspects of responsible advertising.