A recent post by Adweek.com details Seventh Generation's aim to inspire action against climate change ahead of a Sept. 20 climate strike through the donation of their commercial airtime.
Appalachian State University marketing professor Ilgim Dara Benoit was quoted in the article, describing how the move is savvy from a marketing standpoint.
When fulfilling corporate "social responsibilities" most brands do it in indirect ways, integrating consumers by asking them to donate or make a purchase. "They aren't expecting consumers to do anything, they are just going ahead and donating," said Benoit.
From a marketing perspective, Benoit said that even though Seventh Generation isn't throwing its logo at the end of the ad or giving themselves credit for the commercial, the donation is still a savvy marketing move.
"It signals that they are being honest and that they are genuine," said Benoit. "They really mean it when they say they care about environmental sustainability and society at large."
John Replogle, the president and CEO of Seventh Generation, the eco-friendly home and personal-care brand whose name serves as an inspiration to leave something for future generations, spoke during Appalachian's Business for Good conference last year.
About the Department of Marketing and Supply Chain Management
At Appalachian State University, students in the Walker College of Business’ Department of Marketing and Supply Chain Management learn to drive industry initiatives that develop customer satisfaction and retention, contribute to company profits and build connections with suppliers, distributors and the community. Students majoring in marketing may select a concentration in general marketing, digital marketing or sales. Students majoring in supply chain management (SCM) learn about logistics, operations, strategic sourcing, process improvement strategies and supply chain technologies, enabling them to compete in the global marketplace and help future employers reduce costs, improve profits and expand their markets. Learn more at marketing.appstate.edu.