9.10 : 有意识的营销

Conscious marketing involves mindful and ethical strategies developed by businesses aimed at positively impacting society and fostering customer trust.

It is guided by four main principles based on recognizing the marketer's purpose, considering stakeholders' interests, fostering ethical leadership and culture, and making ethical decisions.

These principles are demonstrated through purpose-driven storytelling, community involvement, transparency, and eco-friendly practices.

For instance, tech giants like Facebook, Microsoft, and Google integrated various communication tools and purposeful storytelling to combat misinformation regarding COVID-19.

Active community involvement is exemplified by TOMS Shoes, with its "One for One" model, which donates a pair of shoes for every purchase.

Transparency and accountability are also crucial, as shown by The Body Shop's public sharing of information regarding their sourcing, production, and philanthropic efforts.

Lastly, implementing eco-friendly practices, like Tesla's commitment to electric vehicles and renewable energy, aligns with the growing trend of environmental awareness.

In conclusion, conscious marketing fosters loyalty, mitigates risks, ensures regulatory compliance, and meets consumer expectations.