BOSTON—MS&L has introduced a new social activism marketing specialty, which aims to blend corporate social responsibility and cause marketing with new digital tools to spawn social movements that move messages, product and profit on behalf of companies and brands.
The Social Activism Marketing (SAM) optimization process includes four stages of social movement that corporations can utilize to develop unique cause programs. The process takes into account the current economic environment, research on the relationship between corporations and service, and the power of relationship management via digital tools.
MS&L will also help clients identify the intersection of corporate social responsibility and cause marketing to facilitate social movements, drive influence and maximize the reach of a particular program.
“We consider 2009 the year when values and activism will come together to transform communications and marketing,” said Scott Beaudoin, senior vice president and director of cause marketing at MS&L.
Proprietary research from the MS&L Worldwide Global Values study, conducted in May 2008 in partnership with GfK Roper Public Affairs, found that 72 percent of U.S. consumers believe a company or organization can have “values” just the way people do; 85 percent believe a company can be financially successful by behaving in “a responsible way”; and 56 percent of describe it as “very important” to them to know about the values of the companies with whom they do business.
“It’s clear that the concepts of value and values are rapidly merging in the minds of consumers,” said Jim Tsokanos, president of MS&L, North America. “People want to be engaged with companies that share their values. Our social activism marketing specialty will help organizations capitalize on the growing expectation that profit should be pursued in a responsible way locally, nationally and globally.”