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Marketing as problem solver: in defense of social responsibility

Author

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  • Kelly D. Martin

    (Colorado State University)

  • Stasha Burpee

    (Colorado State University)

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.

Suggested Citation

  • Kelly D. Martin & Stasha Burpee, 2022. "Marketing as problem solver: in defense of social responsibility," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 44-51, June.
    • Handle: RePEc:spr:amsrev:v:12:y:2022:i:1:d:10.1007_s13162-022-00225-3
    DOI: 10.1007/s13162-022-00225-3
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    References listed on IDEAS

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    1. John F. Gaski, 2022. "Toward social responsibility, not the social responsibility semblance: marketing does not need a conscience," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 7-24, June.
    2. Thomas P. Lyon & Magali Delmas & John W. Maxwell & Pratima Bansal & Mireille Chiroleu-Assouline & Patricia Crifo & Rodophe Durand & Jean-Pascal Gond & Andrew King & Michael Lenox & Michael Toffel & Da, 2018. "CSR Needs CPR: Corporate Sustainability and Politics," Post-Print halshs-01846042, HAL.
    3. Tully, Stephanie M. & Winer, Russell S., 2014. "The Role of the Beneficiary in Willingness to Pay for Socially Responsible Products: A Meta-analysis," Journal of Retailing, Elsevier, vol. 90(2), pages 255-274.
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    Cited by:

    1. Stefanie Wannow & Martin Haupt & Martin Ohlwein, 2024. "Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 168-192, March.
    2. John F. Gaski, 2023. "Replies to comments on “Toward social responsibility,” also incorporating a focus on ESG," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 5-11, June.
    3. O. C. Ferrell, 2022. "Perspectives on socially responsible marketing: the chasm widens," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 1-6, June.

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