The Societal Marketing Concept is the idea that a company’s marketing decisions should be based on: 1) Consumer Wants; 2) Company Requirements (profit); 3) Consumer Long-Term Interests; and 4) Social Long-Term Interests.
This concept calls for companies to balance three factors (Consumer Wants, Corporate Requirements, and Social Welfare) in their decision-making. The goal is to create long-term value for the customer and society (sustainable marketing).
