Question

The societal marketing concept stresses marketing’s social responsibility by not only satisfying the needs of consumers but also providing for society’s welfare. Social responsibility means that individuals and organizations are part of a larger society and are accountable to that society for their actions.

Find an example of a company that is committed to Corporate Social Responsibility. For example: TOMS shoes has a motto called “One for One”. They match every pair of shoes sold with a new pair for a child in need. They also donate a portion of their sunglasses sales to vision care for children in need.  

1.    What is the company?

2.    Describe their CSR initiative.

3.    How you think it could have a positive impact on the organization’s marketing efforts.

Answer 1

1. The company of choice here is Netflix.

2. The corporate social responsibility (CSR) initiative taken by Netflix is towards it's employees. The maximum number of paid parental leave that any company especially tech companies provide is 18 weeks, whereas Netflix provides a paid parental leave of 52 weeks to its employees and that too whenever the employee wants it, whether  the child is 2 years old or 10, it is totally the employee's wish when to take it. This is an important social responsibility that all the companies should try to follow so that parents can be an important contributor in the upbringing of their children especially in some tough times.

3. This reflects how much Netflix cares about its employees and also about their kids and families. They are taking an initiative to bring families close not just by their work online but also on the inside through their organizational strategies.