AVON, Leading the Way With Societal Marketing and Social Responsibility

In a world where too often corporations focus on profits, it is refreshing to see a company dedicating their time and money to the advancement of society and the overall well being of the communities they operate in. The company I am talking about is AVON. AVON has been leading the way when it comes to societal marketing and social responsibility since 1992. While most corporations today struggle on whether they should be more responsible when it comes to the social environment, AVON has taken steps to show the world that they really care about their customers and the communities they live in.

In 1992 AVON started a program called The AVON Breast Cancer Crusade where they work very hard to help prevent, treat, and ultimately eradicate breast cancer. Since then AVON has raised a total of $815 million by selling pink ribbons for $2 and donating $1 to breast cancer programs around the world. (AVON Foundation, 2014) The AVON website states that “the crusade's life-saving work supports awareness and education, screening and diagnosis, access to care, support services, and scientific research.” (2014) This is the type of program AVON customers can be really proud of.

After 22 years AVON is still coming up with creative ways to promote their breast cancer crusade. One of their promotional events is called “Walk Around the World” which is actually a series of events that mobilizes over a quarter of a million people each year in more than 50 countries to help raise money. Another one of their promotional events is called “AVON 39 The Walk to End Breast Cancer” where participates walk a total of 39 miles in two days. AVON is a great example for corporations looking to ramp up their social responsibility through societal marketing and hopefully more companies will take the necessary steps to ensure that their customers are the number one priority instead of just profits.

More information for these events is available on their website www.avonfoundation.org.

References

AVON Foundation. (2014) The AVON Breast Cancer Crusade. Retrieved on January 7,   2015. 

             Retrieved from http://www.avonfoundation.org/causes/breast-cancer-crusade/