Activities dedicated to corporate environmental, social and cultural responsibility represent a significant added value for building the reputation of companies that look to the future.
Consumers today are increasingly attentive to ethical issues and for this reason they choose companies that produce and create value not only from the intrinsic quality / price ratio but also from the relevance of the locally shared social good.
Socio-Territorial Marketing is an innovative social responsibility model that improves the impact on consumption of Corporate Social Responsibility actions, introducing the concept of proximity of non-profit action to the final consumer. The model has the objective of intervening in the territories where the company distributes products and services, creating an action that integrates the principles of Marketing with CSR. The company is committed to “educating” the social area it takes care of and tangibly contributes to supporting at least three Global Goals of the 2030 Agenda through the action carried out.
By applying the principle of sustainable proximity actions, companies pursue the so-called Corporate Social Citizenship: the Social-Territorial Marketing intervention not only benefits companies from the point of view of compensation but ensures that the main subjects are the consumers themselves. The action undertaken is sustainable and calibrated on a specific territory and helps to make the ConsumAttore responsible.
The term ConsumAttore expresses the concept of choice with the wallet, coined with the hashtag #iovotocolportafoglio by the Professor of Political Economy Leonardo Becchetti (for further information we recommend the blog). With the expression “vote with the portfolio”, Prof. Becchetti intends to indicate the most important political choice of citizens, namely that of rewarding companies at the forefront of creating environmental, social and economic value with their purchase deed, the so-called efficiency in three dimensions. For a decade, this propensity to consume has been influencing the action of the most attentive multinationals. Businesses must be able to adapt and respond to new consumer demands in order to keep their market shares unchanged.
With our Socio-Territorial Marketing model, we help the company to create shared value through socially useful actions and practices in the territories of its consumers, becoming the protagonist in creating shared value and supporting corporate equity. The company thus becomes a social player, a leading player in the dissemination of positive practices and values and is committed to taking into account the needs of all stakeholders, not just shareholders.
Sustainable actions designed according to this model are tangible and close to the ConsumAttore. Their realization requires an ad hoc path traceable in four macro-phases:
1. Identify the social need in line with the service, company value and target;
2. Select the partners (non-profit organizations and public bodies) with whom to carry out the project;
3. Create the sustainability project and develop it into actions on the territories;
4. Engage consumers and make them protagonists in the project activation process.