Marketing as problem solver: in defense of social responsibility

Abstract

The marketing function has long been recognized for its problem-solving abilities. In this commentary, we draw from marketing’s problem-solving foundations to argue that it is well-poised to solve some of society’s vexing issues–from climate change, to hunger and nutrition, to poverty and human flourishing. We identify and explain three critical forces that make socially responsible marketing more necessary than ever. First, the market, comprised of consumers and investors, increasingly demands socially responsible marketing through responses that include purchase behavior, stated preferences, relationship formation and loyalty, and valuation of socially responsible investment products. Second, business practice increasingly embraces social responsibility and has garnered tangible customer and performance benefits from those practices. Third, political and regulatory systems that might otherwise support human and environmental well-being suffer from increasing dysfunction and inaction. Taken together, we see a necessary and productive role for socially responsible marketing and its proven problem-solving capabilities.