An Examination of Altruistic Marketing Intent Across Profit, Planet, and People

Caleb Krassner

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Carol Osborne

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Companies may use altruistic marketing as a mechanism to enhance brand values alongside strengthening the consumer-brand relationship. The positive relationship-building discoveries, as well as negative brand reputation discoveries, throughout altruistic marketing's history of trial and error show how this field is constantly changing with new experimentation on the horizon. As society shifts with millennials becoming the largest group of purchasing power, their keen interest in companies that participate in corporate social responsibility will shape how brands are built or rebuilt. This paper will examine how companies can leverage altruistic marketing while taking into consideration a tripartite focus on profit (including philanthropy), planet (environmental protection), and people (e.g., workers, communities, and general welfare) to (1) improve society and the environment, (2) build stronger consumer-brand relationships, and (3) repair consumer-brand relationships when problems arise, where specific relationship-repair methods will be proposed.

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An Examination of Altruistic Marketing Intent Across Profit, Planet, and People

Companies may use altruistic marketing as a mechanism to enhance brand values alongside strengthening the consumer-brand relationship. The positive relationship-building discoveries, as well as negative brand reputation discoveries, throughout altruistic marketing's history of trial and error show how this field is constantly changing with new experimentation on the horizon. As society shifts with millennials becoming the largest group of purchasing power, their keen interest in companies that participate in corporate social responsibility will shape how brands are built or rebuilt. This paper will examine how companies can leverage altruistic marketing while taking into consideration a tripartite focus on profit (including philanthropy), planet (environmental protection), and people (e.g., workers, communities, and general welfare) to (1) improve society and the environment, (2) build stronger consumer-brand relationships, and (3) repair consumer-brand relationships when problems arise, where specific relationship-repair methods will be proposed.