This third element actually demands for a product and a market plan to include also social and ecological considerations apart from profit considerations. Actually, it seemed as this new concept of societal marketing offered a reconstruction of the traditional model of marketing by suggesting a more ethical and responsible market approach.
But which are the factors that influenced the original concept of marketing and created the need for a more morally responsible form of it?.
The new economy and what comes with it! Consumers have increased their power through the continuing growing variety of goods and services, while in the same time they are receiving a great amount of information about practically anything. Another factor is the global business expansion and the fact that nowadays companies have to do business in different country environments; which means that they have to study the culture and ethics of each country in order to best adapt their market plan to each country's culture. Because, as De George said (1990, p.14): "business is a social enterprise. It's mandate and limits are set by the society". In addition, another factor that led to this reformation of traditional marketing is "the realization that consumers" perceptions of a company as a whole and its role to society can significantly affect a brand's strength and equity" (Steve Hoeffler, Kevin Lane Keller 2002). This realization obliges the companies to adapt a more responsible approach to their market plan in order to gain a favorable confrontal from the consumers, which is translated to profits in the long run. This realization is also reinforced by some reports that reveal the attitude of consumers towards a company that has adapted a more moral marketing approach. As the 1999 Cone/ Roper Cause-Related Trends report which revealed the following for the U.S residents: " (1) 80% have a more positive image of companies that support a cause that they care about, (2) nearly two-thirds reports that they would be likely to switch brands to one associated with a good cause, and (3) almost three-quarters approve of cause programs as a business practice".
