Throughout marketing history, the four P’s have been THE customer spending stimuli. These levers essentially increase or decrease guilt. For instance, when you lower the price you decrease the customer’s spending guilt
People are also very busy. While they would like to make a difference
in their social environment they find that they don’t have the time.
This too creates guilt.
Given that guilt-elimination is a proven customer stimulus, we believe
that a fifth P – well, actually we’re calling it a “G”
for Good - should be added to the Four Ps. The G-force eliminates customer
guilt by incorporating socially relevant elements into a company’s
product, service or marketing mix. It empowers customers by allowing them
to make a social impact through everyday purchasing. In a sense, the
customer’s money now counts twice: it buys a product or service and
makes a contribution to a better world.
Research shows that many customers – especially those affluent female “Cultural Creatives” – are looking for ways to make a positive difference in the world. Fortunately for corporations, most people are too busy to do all the socially relevant things they believe they should be doing. That equals guilt.
By offering the benefit of “doing good” through basic purchases,
and by eliminating the guilt inherent in consumerism, the G-Force stimulates
sales, builds brand loyalty, provides significant competitive advantage,
and transforms capitalism into a powerful vehicle for social change.
The Moderns can help any client incorporate socially relevant elements,
a.k.a. The G-Force, into their marketing mix. Whether it’s through
a socially relevant ad campaign or an eco-effective product revamping,
we can develop and execute solutions that produce results.
