# data[].attributes.body
Explain why social responsibility is an important undertaking for businesses?

# data[].attributes.attachment_link.description
Fair trade helps make the right choices the easiest ones. Look for the Fair Trade Certified™ seal when you shop. Find fair trade products here.

# data[].attributes.headline
Some Ideas (You are not limited to this list!)

# data[].attributes.subject
Some Ideas (You are not limited to this list!)

# data[].attributes.body
Car manufacturers

Make-up brands

Clothing brands

Food brands

Examples:

Dr. Bronner's soap

Starbucks

Ben & Jerry's

Coca-Cola

Unilever

Colgate-Palmolive

Jersey Mikes

Pepsi-Co

H&M

Microsoft

Apple

Google

Sony

Disney

# data[].attributes.attachment_link.readable_text
Millennials will rally behind causes they care about-and will stand behind a brand that does the same. As Omnicom Group's Cone Communications shows, 70 percent will spend more on brands that support causes-and with millennials representing $2.45 trillion in spending power, the subject of corporate social responsibility carries an unexpected level of clout.

As big brands such as Clif Bar, Nike and Google incorporated CSR into their business models, an agency cottage industry has sprung up to service them, focusing on socially responsible marketing. Even some larger shops took note-72andSunny, for example, launched its brand citizenship initiative this year.

"Brands started saying we can't continue to have this approach to social responsibility ... doing something in the margins. We have to embed it deeply into the business," said Kirk Souder, who along with Sebastian Buck, co-founded Enso.

They saw an opportunity for their smaller outfit to work with a big brand like Google if they honed their efforts in the field of CSR. The agency has since worked with Google Fiber, Google News Lab and Google Small Business, creating campaigns to help the brand scale its business while hoping to better the world.

Specialized shops have quickly come to find that as brands increasingly look to give back, there is a sustainable business model for CSR-focused agencies.

"We were tentative about putting [CSR] out there as our key differentiator, but now it has become a viable business opportunity for us," said Rebecca Armstrong, managing director of North. "There is enough to serve a business, and that happened in large part from the advent of millennials and the evolution of social media."

The Portland, Ore.-based shop works with Pacific Foods, Clif Bar and Columbia Sportswear. North creates social-media-driven campaigns targeting millennials, who according to Cone Communications, are 66 percent more likely to engage with brands on social media to discuss social responsibility issues.

For other shops like Boulder, Colo.-based agency School-which counts Nike, Skullcandy and TiVo as clients-a major challenge has been helping brands understand the difference between rallying behind a cause and standing for a purpose. Brands often want to randomly pick a cause even if they don't truly believe in it. Millennials will see right through that, said School CEO Max Lenderman. He believes that if brands let an agency help them find the right mission to back, they'll be able to capture millennial eyeballs and build long-standing relationships.

"Agencies have to be at the forefront of culture; we have to know what's coming before it comes," said Lenderman. "We saw the potential of what purpose can mean and made it work for us."

This story first appeared in the Dec. 14 issue of Adweek magazine. Click here to subscribe.

# data[].attributes.attachment_link.title
How Agencies Are Meeting Millennials' Demand for Socially Responsible Marketing

# data[].attributes.attachment_link.description
Millennials will rally behind causes they care about-and will stand behind a brand that does the same. As Omnicom Group's Cone Communications shows, 70 percent will spend more on brands that support causes-and with millennials representing $2.45 trillion in spending power, the subject of corporate social responsibility carries an unexpected level of clout.

# data[].attributes.body
What do you think it means to be socially responsible?

# data[].attributes.body
Choose a national brand and come up with an original idea that the business can use to exhibit social responsibility. What type of community, regional or global activities would they be involved in?

# data[].attributes.attachment_link.title
Samsung Corporate Social Responsibility: Bringing Light to Ethiopia Improves Life for Youth

# data[].attributes.attachment_link.description
Samsung's partnership with the Korea International Volunteer Organization have brought solar-powered lanterns to areas where electricity is scare. This resource has helped children, like Aster, help her family. With added light, she is self sufficient and able to: make more baskets, save money, and provide for her family.

# data[].attributes.attachment_link.readable_text
Career Resources >> Browse Articles >> Experience/Skills/Personality Traits

Marketing professionals with a backbone reap great rewards, including a solid career with the potential for advancement. But the high road is not always the easiest path to take.

"You know right from wrong," says Laura Hartman, professor of business ethics at the DePaul University College of Commerce and author of Business Ethics: Decision-Making for Personal Integrity & Social Responsibility. "What's tough is standing up for it. Sometimes, it takes a lot of courage to be ethical."

Making moral decisions also requires intelligence and forethought. It's easy, say marketing professionals, to fudge the truth to make a sale and believe the bottom line will be the better for it. Try telling that to those who were marketing Enron, the defunct Texas-based energy company marred by accounting fraud and cover-ups. "Someone was selling the deal," says Victoria Crittenden, chairperson of the MBA Core Faculty at Boston College. "We just don't hear about it." But just because the marketing arm of an organization doesn't get as much attention as the finance group, does not mean marketers have free reign.

In fact, everyone in business is wise to develop moral fibers, because ethical problems often lead to legal problems, which bite into profits - not to mention your career ladder. The first step to confronting any dilemma is recognizing the moral dimension of it. Only then can you properly weigh the pros and cons of your options. Here are common ethical dilemmas you're likely to face as a marketing professional and steps to keep your reputation intact:

Ethical Dilemma: How Far Can You Go in Stealth Marketing?

Scenario: An actor hired by a particular company poses as an ordinary Joe and strikes up a conversation with a potential consumer to praise the company's product or service. Is this fair?

Case Study: Don't think this could actually happen? Think again, says Hartman, who wrote about Sony Ericsson hiring actors posing as tourists to go to the Empire State Building to ask other visitors to take photos of them with the brand's cameras. Then, the actors talked up the product. She cites other examples such as companies having publicity hires write recommendations for goods and services on various Web sites without disclosing their employer. These maneuvers, known as stealth marketing, are a hotly debated topic in the industry. Where should you stand?

Plan of Action: With an ever more sophisticated clientele, companies are quickly learning that transparency rules today's marketplace. Therefore, experts say your only choice is to be honest and forthright. If you want consumers to sample your product in a natural setting, you can still have them do so. Just let them know who you are and why you'd like to talk to them. If the product is a good one, then your honesty should in no way diminish it.

Ethical Dilemma: Can You Sell Customer Information?

Scenario: When customers shop your online store, they leave an electronic trail that provides lots of information - from their name and address to the types of goods that interest them when they search the site. A partner company would like to buy the data from you. Should you make the sale? Do you even have the right to use that information in house?

Case Study: Telemarketers and junk email are a part of everyday life. There's no question that someone is passing around contact information. Companies are always looking to get in touch with customers and find out about purchasing patterns, says H. David Hennessey, professor of marketing at Babson College. Using consumer information is a privacy and fairness issue if not a legal one, he adds, because many people think their purchases are anonymous or somehow protected.

Plan of Action: Consult the company's code of ethics to determine if standards have already been set about how much information you can use internally and externally, says Hennessey. He suggests you put together a group to create a policy about the acceptable ways to use information consumers share with you. Consider privacy law and the American Marketing Association's set of standards when determining your code of conduct, say experts. Sometimes, the easiest and most effective way to confront such questions is simply to put yourself in your client's shoes. Would you consider the use an invasion of privacy or betrayal?

Ethical Dilemma: Should You Recall a Flawed Product?

Scenario: You discover a flaw in one of your products, but telling the public might affect sales. What should you do?

Case Study: Many a company has had to grapple with this problem. Think of what must go into the decision to recall cars. Recently, pet food makers had to react to the fact that some food was tainted and killing beloved cats and dogs. In 2006, some consumers of Bausch & Lomb's ReNu with MoistureLoc contact lens solution suffered from a fungal eye infection, and the company's marketers were criticized for reacting slowly and being close-lipped. Although extreme, these examples highlight the importance of gaining and maintaining consumers' trust.

Plan of Action: Marketing 101 taught you that your main priority should always be to focus on the positives of the products and services you offer. However, you have to remember that stakeholders in your company aren't just the financiers who birthed the enterprise but are also the consumers who keep its heart beating. "If profit maximization is going to lead the decision maker down the wrong path, that's not right," says Kirk Davidson, professor of corporate social responsibility and marketing at Mount St. Mary's University in Emmitsburg, Maryland. "You can achieve satisfactory profits and do the right thing."

Any marketing expert will tell you - just as they did Bausch & Lomb in 2006 - if your product is in any way harmful, you must be honest, ask forgiveness and take action immediately. Take a page from Johnson & Johnson's handbook. The company's handling of the Tylenol tragedy in 1982, when seven people in Chicago died as a result of ingesting cyanide-laced Tylenol Extra-Strength capsules, is considered the best example of how to handle a product liability issue. The company swiftly pulled the products from the shelves and quelled the nerves of its consumers.

Ethical Dilemma: What's Appropriate in Comparison Marketing?

Scenario: You'd like to put out an ad for your client that compares his product to the competition. How far can you go?

Case Study: Once you start looking for examples of comparison marketing, you will find them everywhere. Makers of acne medication pit an image of a client using one product, say Proactiv, versus photos of the same person using a rival product to show which zaps more zits. Phone companies are notorious for comparing their services and charges to those of a rival in television ads.

Plan of Action: There's nothing wrong with wanting to show up the competition - as long as you don't step over the line. Be sure that everything you are publicly saying in favor of your company or product and against your competitor is actually true. Test the goods yourself before committing to any promotional materials. Double and triple check the facts. The bottom line is that inaccuracies in such comparison marketing undoubtedly lead to a courtroom, where your rivals will call you out on your errors. You could lose the big bucks, not to mention the respect of an otherwise trusting public.

# data[].attributes.attachment_link.entities[].name
Personal Integrity & Social Responsibility

# data[].attributes.attachment_link.description
Career Resources >> Browse Articles >> Experience/Skills/Personality Traits Marketing professionals with a backbone reap great rewards, including a solid career with the potential for advancement. But the high road is not always the easiest path to take.

# data[].attributes.body
Use page 13-15 in your textbook to complete both Worksheets

# data[].attributes.body
Play Scatter!

# data[].attributes.attachment_link.description
Start studying 5 Utilities. Learn vocabulary, terms, and more with flashcards, games, and other study tools.

# data[].attributes.attachment_link.title
Meet the HyperAdapt, Nike's Awesome New Power-Lacing Sneaker | WIRED

# data[].attributes.headline
The learner will understand the impact of marketing on society.

# data[].attributes.subject
The learner will understand the impact of marketing on society.

# data[].attributes.attachment_link.keywords[].name
statement of ethics; marketing ethics; ama ethics; ethics

# data[].attributes.attachment_link.description
The American Marketing Association commits itself to promoting the highest standard of professional ethical norms and values for its members (practitioners, academics and students).

# data[].attributes.attachment_link.title
Google Slides - create and edit presentations online, for free.

# data[].attributes.attachment_link.description
Create a new presentation and edit with others at the same time. Get stuff done with or without an internet connection. Use Slides to edit PowerPoint files. Free from Google.

# data[].attributes.attachment_link.title
Business Ethics Through Film:  Monsters Inc.

# data[].attributes.attachment_link.description
Marketing Corporate Social Responsibility Task:  Choose two companies to compare in terms of social responsibility.  Search the company websites under “About” and “Investor Relations” for information to aid in your analysis.  Answer the questions below and be prepared to share your findings with...

# data[].attributes.body
Name a product that has improved over time.

# data[].attributes.body
1. Comprehension of marketing benefits by identifying the five utilities for a product or service.

2. Analysis of ethical marketing by comparing and contrasting ethical and unethical marketing practices.

3. Analysis of social responsibility by examining businesses their related socially responsible activities.