What is societal marketing orientation?

Societal marketing orientation is a term used to describe marketing strategies intended to serve the long-term interests of society as a whole. The term usually indicates a marketing strategy that has taken into account social and ethical considerations.

Businesses and organizations that are seeking to improve their image and attract new customers and clients often employ societal marketing as part of their efforts. According to the Houston Chronicle, a societal marketing orientation that stresses the importance of social consciousness can refer to marketing efforts that showcase environmentally friendly products and manufacturing processes or efforts to help support local farms and area businesses.