VIEWS SHIFT ON SOCIAL MARKETING
By Adnews Staff
Canadians are becoming wary of companies becoming involved in social marketing, according to a study by Toronto-based Thomas Lipton. Results of the study were revealed at a social marketing conference last week in a speech by Sharon Paul, public affairs executive vice-president at Labatt Breweries of Canada. Companies can't just simply write a cheque, they have to get directly involved in a cause. They also have to do it sincerely, and for the long haul. Things that companies were given credit for the in the past, are now givens, such as Labatt's "don't drink and drive" campaigns and community programs. When things such as quality, service and price are equal, consumers are more likely to do business with a companies they percieve as being good corporate citizens, and they are willing to punish those that are perceived as bad. As well, it is becoming more important that companies get involved in issues such as AIDS, the homeless, and literacy, rather than health, welfare and education.