It’s common for well-known B2C brands (brands that sell directly to consumers) to engage in public-facing activities which promote the brand’s commitment to social responsibility. Considering the goal to increase sales, brands leverage their ethical and social consciousness to help accomplish this.
Toyota, the worlds largest carmaker, understands that their primary target market responds well to brands that focus on social responsibility. Toyotas senior management has been meeting in Tokyo, Japan to devise a global marketing campaign centered on social responsibility. To this end, Toyota decided to hire a consultancy to develop a 9-month plan ending December 31, 2021. Management has asked for a presentation for an initial list of items that would be of a social responsibility marketing plan that would accommodate each of the markets that Toyota competes in.
What type of research would the consultancy conduct to understand each of the wide variety of cultures that the brand competes in?
Armed with this researched information, how might the consultancy modify its social responsibility campaigns to accommodate some of the major markets?