Socially Responsible Marketing Against the Background of Military Conflicts: Ukrainian Context
Year: 2025
Type: article
Abstract: Socially responsible marketing is a marketing conception aimed at achieving the economic, social, and environmental goals of an enterprise to ensure the well-being of society as a whole. Socially responsible marketing helps to form a positive perception of the company’s brand by presenting its values based on the social purpose it chooses. This decision informs customers about the fundamental beliefs and ethics of the company. It indicates the company’s priorities, which can work alongside its business model to position the brand. Investors often prefer to support companies that engage in socially responsible initiatives. This makes the business more attractive for investment and lending. Socially responsible marketing should be integrated into all elements of the marketing mix. In the context of martial law, socially responsible marketing is transforming, with its priorities shifting towards providing assistance to the population and organizing partnership activities, which in the long term contributes to the formation of a sustainable positive image of the company as socially responsible. The conditions of martial law may require enterprises to adapt their products and services to new realities. For instance, the creation of products that meet urgent needs and help in overcoming the consequences of military conflict. The pet supplies market in Ukraine, despite the political and economic situation, is relatively quickly recovering and has growth potential, although it is highly competitive. New social trends towards the humanization of pets and adoption encourage the search for new marketing approaches, particularly the application of elements of socially responsible marketing. Social marketing initiatives by market leaders in the pet supplies market are focused on fundraising through the sale of special products and the allocation of these funds to specific initiatives of animal welfare organizations. Additionally, they provide their own goods and services for the needs of animals requiring evacuation, rehabilitation, and so forth. For instance, the chain of pet stores «MasterZoo» has concentrated its socially responsible marketing efforts on assisting domestic animals in the context of martial law.
Source: Business Inform
Authors: Yelyzaveta R. Havdan, Dmytro V. Mangushev, Halyna B. Tymohova
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408852142