Rambling about Responsibility

Why should marketers care about being socially responsible? What is social responsibility in the first place?...

I have learned that social responsibility is known as an organization's obligation to maximize its positive impact and minimize its negative impact on society. It has been said that, "A good company is also a good citizen." An enlightened company understands that it is in its best interest to be socially responsible because an enhanced reputation is more likely to attract customers, investors, employees, and suppliers. Effective marketers should incorporate some level of social responsibility in their work to build relationships with these key players to be both beneficial to society and the organization itself. Doing so helps create a positive image for the company and in response people will be more inclined to become loyal customers and support them if they believe their practices are ethical. Moreover, a company that practices social responsibility can potentially receive the benefit of free marketing through media outlets and dedicated customer's word of mouth. One company that exhibits a strong sense of social responsibility in the core of their marketing strategy is TOMS Shoes. TOMS was created by Blake Mycoskie on the foundation that for every pair of shoes sold, one pair would be donated to a child in need. TOMS Shoes realized that consumers want to feel good about what they purchase, and thus directly tied buying with donating! TOMS Shoes embraces this act of social responsibility in all of their marketing efforts and in turn has donated a million shoes! This is evidence that people clearly embrace causes with beneficial results!
Below is a video about TOMS Shoes.