The world in which the rules of globalization with its greedy laws. Global corporations are still running the show. But unlike the industrial giants of the twentieth century, many of the current manufacturers hide behind the social orientation of the business. Cola produces dubious liquid, the impact on human health is still not fully understood.
But spending millions to charity. McDonald’s hoisted on fast food has none of the younger generation. But do not forget to build clinics, to open children’s rooms, organize regular sports competitions. Promote the health of the younger generation, in one word =) Many clothing manufacturers, owners of famous brands use cheap labor from developing countries in East Asia … Everything is subject to the same – to earn as much as possible, no matter what.
It is clear that social marketing, for most large corporations – the cover-up, answer the demands of society. But consumers can not indefinitely cheat. The buyer wants to know: where the product is made, of which, the efforts of some people. Impersonality global brands, their opacity, recent pushes more and more potential buyers. At this time, all goods become more popular local producers. Social friendliness, after-sales contact the seller and the buyer, the producer attachment to a particular region. All of these factors are all greater response in the hearts of people. Especially this trend is noticeable in the largest metropolitan areas, where people experiencing a huge amount of impersonal appeals to him, but, in fact, often left alone with their unmet needs. There are new companies that are ready to show how the process production, what are the ingredients used by those who work in the company. For example, a Canadian firm Blank, producing clothes without labels, has combined his factory to the store. For example, customers can shop through the glass wall observe the production process. Some companies are even willing to give the consumer the opportunity to participate in the production itself, thereby reducing the level of confidence possible to zero (the British Omlet company is selling egg-laying hens in the hen mini, by the way, very successfully). Of course, all this sounds convincing and optimistic, but not worth-at least in the near future, write off global production of monsters from the accounts. They will only invent more sophisticated methods of winning customers. And win them huge budgets for small players in the market will be not easy. But still, there has been a tendency, very clearly. The buyer wants to know, for that it pays. So safe to say that the future for local brands – environmentally and socially responsible.