Social marketing connects companies to transformative causes. Learn how to be part of this change.

Do you know what social marketing is? More than just a trend, this strategy connects brands to causes that truly transform lives. Learn how your company can be part of this change with purpose, visibility, and concrete results.

The term was coined in 1970 by Philip Kotler and Gerald Zaltman, two marketing experts who realized that the principles of traditional marketing, selling products, could be used for social causes, selling ideas, attitudes, and behaviors.

But what is the difference between social marketing and traditional marketing? The company’s objective. While the former focuses on trying to make the world a better place, the latter aims only at profit. Classified as version 3.0 of marketing, this new approach focuses on values, centering on purposes to promote positive changes in society.

In other words, social marketing is the use of marketing strategies aimed at promoting collective well-being. Instead of selling a product or service, the goal is to encourage positive behaviors or support relevant social causes. It can be present in awareness campaigns, educational actions, or direct support for social projects—including through tax incentive laws.

But anyone who thinks this boils down to philanthropy is mistaken. Social marketing in practice is strategic: in addition to promoting social impact, it strengthens companies’ reputations, improves brand perception, builds consumer loyalty, and engages employees.

Benefits for companies

By investing in social marketing actions, your company:

• Gains brand value and reputation — Modern consumers prefer brands that demonstrate a commitment to social causes. Purpose-driven brands gain more trust and loyalty.
• Engages employees – Working for a company that generates positive impact increases employee pride. It also reinforces organizational culture.
• Meets ESG and SDG goals – Social marketing aligns the company with the UN Sustainable Development Goals (SDGs) and ESG (Environmental, Social, and Governance) best practices.
• Take advantage of tax incentives – It is possible to allocate part of the taxes due to social projects approved by incentive laws — such as the Sports Incentive Law and the Rouanet Law, for example — at no additional cost to the company.

How to put social marketing into practice?

Implementing social marketing in your company may be simpler than it seems. First, it is important to define a cause that is aligned with the brand’s values. This ensures authenticity and genuine engagement, both from the external public and from employees.

Next, it is time to look for serious and well-structured projects, preferably approved by tax incentive laws. This way, your company can allocate part of the tax due to initiatives with real impact, without compromising the budget.

Here are some practical steps to get you started:

• Choose a cause: education, health, inclusion, culture, the environment, or any area that aligns with your brand’s purpose.
• Take advantage of incentive laws: learn about investment opportunities through the Rouanet Law, Sports Law, Childhood and Adolescence Fund, and others.
• Communicate your action: integrate social marketing into the company’s communication plan, showing the public how your brand is transforming realities.
• Track results: request impact reports, beneficiary testimonials, and promotional materials. This reinforces the credibility of the action and fuels future campaigns.
• Find reliable partners: NGOs such as the Ramacrisna Institute, for example, offer structure, proven results, and transparency.

For over six decades, the Ramacrisna Institute has been working in Betim (MG) and the surrounding region with projects focused on education, culture, sports, digital inclusion, and professional training. And most of these initiatives are only possible thanks to the support of companies committed to social marketing.

Learn more

Social marketing is not just a trend, but also a conscious and strategic way of doing business. That’s why, by supporting initiatives such as Ramacrisna’s, your company contributes to a fairer future, while strengthening your brand with authenticity and purpose. Want to better understand how social marketing works, what the incentive laws are, and how to choose reliable projects?

The Ramacrisna Institute has prepared the e-book “Social Marketing in Practice,” available free of charge, to answer these and other questions. The publication provides practical examples, guidance for companies, and shows how every dollar invested can generate real social impact.

Download the e-book and find out how to get started. Impact begins with a choice.