Consumer attitudes regarding marketing efforts that include altruistic activities vary widely, partly dependent on the nature of involvement. A straightforward sponsorship or relationship occurs when a for-profit company aligns with a non-profit charity. In another, the product’s uses serve positive purposes, such as is the case in green marketing of environmentally-friendly items or help in other ways such as Dawn’s use in cleaning birds covered by oil spills. A third approach involves creating products that can be marketed as the company directly engages in altruistic activities, such as is the case with Bombas and 4Ocean.
Resources:
Discussion Questions:
- Watch the Bombas video. How might it affect consumer buyer behaviors (including the stage in the purchasing process that would be most affected)?
- Read the CNN story. How might such positive publicity influence consumers to try the product. What role would the quality of the socks as advertised play in consumer purchasing decisions?
- Watch the 4Ocean video posted on the website. How is it designed to influence consumer buyer behaviors?
- Read the Forbes 4Ocean story. How does the product line offered by 4Ocean differ from the Bombas socks approach? Which do you think has a better chance of succeeding over time? Why?
Clow/Baack 