Social marketing as a pressure mechanism to be a Socially Responsible Company

Abstract

The phenomenon of globalization, that had its moment of expansion and consolidation in the 1990s, generated serious problems whose direct consequences were damage to the environment, abusive business practices, invasion of factories in poor countries where the workforce did not have a fixed place to live in, or rights, and were paid less than a dollar a day. Factories owned by developed countries left suffered havoc, workers at the mercy of temporary jobs, outsourcing that immediately reflected their vulnerability given the lack of labor rights, the loss of stability and purchasing power. With the beginning of the new century, and in the face of social protests over the ravages caused, companies are in urgent need of going beyond the laws and committing themselves in an authentic, verifiable and measurable way through their commercial practices, to take care of the environment, and use energy in a sustainable way to compensate society, its internal and external clients and stakeholders as this will also be economically beneficial for all.