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Selling Products by Selling Shared Values

untitledAn interesting article from the NY Times….

THE purpose of marketing is to sell products, but there is also a new way, known as purpose, or purpose-based, marketing, to do it.

Purpose marketing, also called pro-social marketing, advertising for good and conscious capitalism, woos consumers with information about the values, behavior and beliefs of the companies that sell the products. The goal is to convince potential customers that the companies operate in a socially responsible manner — marketing “meaningful brands,” to borrow a term from the Havas Media division of Havas — that goes beyond tactics like making charitable contributions or selling a product or two in recyclable packaging…